Von Maur Department Store to Pilot Redesigned Lingerie Department

DAVENPORT, Iowa, May 3, 2012 /PRNewswire/ -- Von Maur Department Store announced today its plans to premier its newly redesigned Lingerie Department at its soon-to-be-opened location at Atlanta's Perimeter Mall.

(Photo: http://photos.prnewswire.com/prnh/20120503/CG00347)

Conceived through direct customer feedback, the newly redesigned department will aim to evoke a more enhanced shopping experience and better showcase the variety of selections and price points Von Maur has to offer, including stylish intimate apparel, specialty products and everyday pieces. Designed so shoppers experience the same warm, relaxing environment they would find in the comfort of their own homes, the department will feature a romantic aesthetic. New features will include a custom designed chandelier, Italian tile flooring, easy to access display tables and wall units that will highlight an assortment of foundation products from leading brands such as Wacoal, Chantelle, Le Mystere, Kenzie Hanky Panky and Under Armour, among many others.

"We're excited to debut our new lingerie department concept in Atlanta. It will allow us to build on our current high level of service by providing customers a boutique store experience while still offering the broad selection of products they've come to expect from Von Maur," said Melody Westendorf, chief operating officer of Von Maur. "The redesign of our lingerie department is a representation of Von Maur's commitment to continuously improving our stores so that we regularly exceed our customers' high expectations."

The new 234,000 square foot store in Atlanta's Perimeter Mall is set to become one of Von Maur's largest stores in the country. The three-level Von Maur has already begun renovations in order to feature the Company's signature residential ambiance, complete with antiques, original artwork, open floor plan and music from the store's grand piano. The location's exterior is being stripped of its existing block and replaced with a new brick facade.

Known for its outstanding selection of brand name and specialty apparel, shoes, accessories and gifts, Von Maur features products from leading brands such as Eileen Fisher, Free People, Coach, Joe's Jeans and Tommy Bahama, among many others. The Company is widely regarded for its superior customer service, including an interest-free charge card, liberal return policy, free gift-wrapping and shipping services. It also offers its associates above-market wages, excellent benefits and a positive, professional work environment.

About Von Maur
Von Maur was founded nearly 140 years ago in downtown Davenport, Iowa. The Company currently operates 27 stores in 11 states. The Company also runs a successful online business at vonmaur.com, in addition to a new chain of women's specialty stores under the nameplate DRY GOODS.  For more information, please visit www.vonmaur.com.

MEDIA CONTACT:
Brendan Griffith
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312-819-5720 (office)
847-899-2135 (cell)

SOURCE Von Maur Department Stores