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DownEast celebrates grand re-opening of Provo Towne Centre store
Mar '09
DownEast Basics, a leader in stylish and affordable apparel, celebrated the successful grand re-opening of the Provo Towne Centre store this past weekend. The store's new look and March "Mix & Match" sale event proved popular with Utah shoppers - DownEast reports sales exceeded expectations.

The brand's high-design looks on a bargain-basement budget allows the fashion retailer to thrive in this tough economy. Since early 2008, DownEast has opened an average of nearly one new store per month, expanding in locations across Utah, Idaho, Washington and Arizona. Planning to open several additional stores this year, the retailer proves that with the right formula of great product and reasonable pricing, companies can continue to grow.

'Affordable Fashion' Key to Thriving in New Economy
"Many retailers' response to the recession includes cost-cutting measures from jobs to product offerings as a means to survive the 'new economy'. DownEast is well-positioned to be opportunistic in the current economic climate and sees the consumer responding with increased interest in value and affordability as their number one priority," said Jonathan Freedman, Vice President of Apparel, DownEast Basics.

"Our affordable prices don't cut short the shopping experience as consumers continue to demand a variety of choices, high-style and fun fashion that we deliver. DownEast Basics will continue to show strong growth as the strategic offerings we established from the beginning are now what a whole new subset of customers seeks."

DownEast was originally founded in 1991 as a retailer of off-price clothing (e.g., buying and reselling customer returns/liquidation clothing from top retail brands). In 2005 the company added its own private label brand, DownEast Basics. The line was incredibly popular from the onset with an established customer base which has grown quickly.

With the re-opening of the Provo Towne Centre store offering the Basics line, DownEast currently employees over 400 retail staff with its other Basics, Home & Outfitter stores. The new Provo redesign has created a refreshed look and appeal to its mall location, encouraging new customer traffic to Towne Centre.

"We were especially excited about remodeling our Provo Towne Centre location because it was the first Basics-only store that we opened" said Freedman. "We invested significant resources into the re-design to offer customers the look and feel our newer DownEast Basics stores are known for. Overall, our local customers love it."

Visit the New DownEast Basics at Towne Centre
Located at 1200 Towne Centre Blvd. in Provo, Utah on the second level near the movie theater, the newly remodeled store carries the full DownEast Basics clothing line of everyday basics, fashion tops, dresses, skirts, active wear and swim wear for women. The store will be managed by Chelsi Kempton, who has been with the company since October 2007.

DownEast Basics

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