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Where’s Sur La Table?

April 23, 2009
Scott Mindeaux, Editor

2 Disguised Foodies commented on this...

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So I have a new game, it’s called Where’s Sur La Table. It’s my guessing game as to where in South Coast Plaza the new Sur La Table will go.

According to sources at Sur La Table locations at Newport and Irvine, the store will be in South Coast Plaza West or what once was called the Crystal Court.

So I went to SCPW in hunt of clues to its placement. As a former employee of Sur La Table, I wanted to see if I could determine where they might place themselves.

So here are my clues. Currently there are five empty locations that are boarded up:

1st floor at center courtThe first spot is on the first level and it is the old Fossil location. It is a corner spot right in the center court of the mall. Great location, but I think the actual square footage of the store is a bit small. Fossil recently left this space and they have already put up paper to block a view into the store. They left a window open in the back and based on what I saw, it’s definitely too small.

1st floor across from appleSpot two is also on the first floor and directly across from the Apple Store. This store has adequate square footage. It is currently being used for an event the mall is hosting so will be empty once again when the event closes. From initial observations, it seems big enough for an SLT. I’m concerned that there is no backroom as the space did go a bit back. However the space that could be seen is all finished retail space. There was a door leading to a back area, so it is possible there is storage space back there. Being right across from the Apple Store would be very advantageous. Disadvantages is that it is steps from Crate and Barrel.

2nd floor at center court

Spot three is on the second floor from directly above the old corner spot for Fossil. It has more square footage that the store below it, however its placement makes me question it’s viability. It is right next door to to a Villeroy & Boch a lifestyle store centering around kitchen and bath. While SLT’s product line isn’t exclusively tableware, they do intersect. Another store that could affect sales is Michael Chiarello’s Napa Style. However there are other stores on the floor that complement SLT’s demographics: Chico, Talbots and Coldwater Creek.

3rd floor near H&MSpot four is on the third floor, but it is unclear if this is one space or two since the coverings over the space is one single piece. It is too close to Macy’s Home Store and the demographics are off with H&M across the way. Based on the depth of the stores to the left and right of it, this space could be too big. However if they needed bigger warehouse space in the back, it could work.

I didn’t snap a shot of the fifth spot. Spot five is back on the 1st floor also close to the Macy’s Home Store but too close for comfort being that the first floor is housewares for Macy’s. Even if it was, it is way to small as it seems to be a galley type setup with a narrow opening.

So where do you think it will be? I’m hoping for the spot across from the Apple Store. Yes having Crate & Barrel right down the way might affect sales, but Sur La Table has enough of a product mix that they could do very well. So let’s see what they do. It is entirely possible that another store is planning an exit and SLT is lined right up behind them to take over their space.

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2 Comments »

  • RebeccaNo Gravatar said:

    Scott,

    Great research! I can confirm that Sur La Table will be across from the highest volume technology retail store in the country.

    You were right on the target with your guess on Spot #1 and yes, that space is smaller than the space our store will occupy. We are also taking the space next door to Fossil which is The Silk Trading Company.

    What a fun guessing game!

  • Culinary CoryNo Gravatar said:

    My first guess would be spot four or maybe spot three. Most of the Macy’s Home Stores around here are furniture based, so it wouldn’t be a direct competition for SLT. In fact it would complement it quite well. But, that’s just a guess.

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