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DownEast Basics expands West in time for summer
Jun '09
The stylish and affordable retailer DownEast Basics will open a new store in the Galleria at Roseville Shopping Center on Monday, June 15. It will be DownEast's third grand opening in the past 90 days and is part of the fashion brand's expansion strategy that currently focuses on building a significant presence in the Western United States. DownEast - which will offer its full new summer line at the location, including its popular swimwear collection - anticipates a big opening based on the popularity the brand has already proven among consumers in the greater Sacramento area via its online store.

"We base the openings of new stores on success indicators such as high web sales from local customers and enthusiasm shared about the brand via social networking," said Klane Murphy, CEO of DownEast. "Entering the California market through the greater Sacramento area made the most sense from a location perspective. The Galleria at Roseville is an exceptional mall with a great tenant lineup that draws customers from all over the region. DownEast already has an established following among customers locally who shop our online store, and we're pleased to be able to deliver upon their frequent requests for a retail store in that area."

Murphy is also a former longtime resident of the Sacramento area and moved to Salt Lake City in 2007 to become CEO of DownEast. "Having spent eight years living in El Dorado Hills, I see the area as a great market to expand into, due to both its strong business community and the fashion savviness of its residents who, like many people across the United States these days, are also looking for value."

Murphy's observation on fashionable yet cost-conscious local consumers also correlates to a growing Sacramento population base interested in more affordable living. The greater Sacramento area has seen an increase in population over the last decade, including an influx of former residents of the San Francisco Bay Area who seek lower housing costs.

DownEast Basics Customers Share Requests for Local Stores Via Social Networking
DownEast Basics' customers, who interact directly with the company's fashion designers as well as each other on the retailer's Facebook fan site, frequently express excitement about its clothing lines and make requests for stores to open locally in their areas.

"I can't wait for the new DownEast Basics store to open in Roseville!" commented local Sacramento fan Debbie Martin. "It's fun to try on and mix and match the different layering styles in a store. There are so many great combinations to choose from. I am very excited."

The DownEast Basics Facebook fan page, which currently has over 2,100 dedicated fans, offers customers Facebook-only promotions and advance notice of sale events.

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