Edge 2, outlet store consolidating in Westgate Mall
August 2, 2013
Graphic Edge vice president for sales Rich Hartley and Edge 2 and The Outlet Store manager April Herrig say an imminent move of the two retail stores to a consolidated location in the former Maurices will allow for an expanded inventory and economies of scale as well as strong curbside appeal.
The Graphic Edge is consolidating its two downtown Carroll retail operations - Edge 2 Sportswear Outlet and Edge 2: The Outlet - in the former Maurices location in the southwest section of Westgate Mall.
The lease arrangement started Thursday, and the Edge 2 move to the larger space is under way with an opening for the blended store planned in October, said Rich Hartley, vice president of sales for The Graphic Edge.
Maurices recently moved to a developing strip mall south of the Walmart Supercenter in western Carroll.
Sales at The Graphic Edge's flagship store, Edge 2, which opened in 2005, proved to be so strong, and so tied to Carroll High School, Kuemper Catholic High School and Iowa State University and University of Iowa products, that more space was needed to move clearance and bargain items. So in 2010, The Graphic Edge opened Edge 2: The Outlet Store in space just to the east in Westgate Mall.
"The Edge 2 has had really incredible growth since we opened it," Hartley said.
The Outlet Store carries items from Graphic Edge that are discontinued or otherwise cycled out of the company's sales funnel. Those items will be combined with new, four-season retail and team sports apparel under one roof - with a total of 20 percent more space for both operations.
"I think we'll be able to put out everything we have," said April Herrig, manager of both Edge 2 and The Outlet Store.
Look for more selection of the already heavily stocked Under Armour apparel, more shoes and camouflage wear, Herrig said.
"Our Under Armour line has been so extremely successful we will be able to offer more variety and have sizes in better stock so they are more readily available," she said. "Also, we are going to be expanding slowly a new camouflage line for the hunting enthusiasts. We will also be able to increase other athletic brands that provide a great product at lower retail to accommodate for every family's budget."
Other benefits: Edge 2 will be increasing high school and college lines and providing larger dressing rooms for customers
The new store, which will be called Edge 2 and include an outlet reference, will have indoor and outdoor signage.
Hartley said the decision to locate in the mall is based on expansion opportunities, location - and a strong sense of responsibility to fill a prime retail spot to help maintain the vitality of the central business district.
"This was not a tough decision for us to make," Hartley said. "Now I think we're a true anchor and can have outside signage."
He added, "The downtown has been such a vibrant part of Carroll for so many years."
The Edge 2 will continue to give 10 percent of sales on certain team items produced by Graphic Edge to the Carroll Community School District, Kuemper Catholic Schools and Glidden-Ralston Schools booster clubs.
Since opening, Graphic Edge has donated about $50,000 to local booster clubs through the rebate program.
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