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Fashion

Anthropologie's Plan to Supersize Its Stores While Others Shrink Is Working

Most retailers are shrinking their stores. Anthropologie's are getting bigger.
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Source: Anthropologie

A dozen living rooms, dining rooms, and bedrooms, meticulously arranged to broadcast whimsy, beckon to shoppers in Anthropologie's sprawling Portland store—at 18,000 square feet, more than twice the size of its other quirky shops. A hulking wood sculpture looms over a dinner table strewn with plants and a centerpiece of colorful tangled rope. In a corner, a stately wooden display case brims with hundreds of beauty products, from fragrance rollerballs to body wash. Nearby, an in-house design center's stylist offers home-decorating help.

As many retailers shrink their store space in favor of e-commerce, Anthropologie is doing the opposite. So far, it's working: The large-format stores are performing better than their little counterparts.