It has been an exciting year for the Phoenix Stores Ltd., as they saw the opening of first, P-Tech in the old Stuart’s building, and then Brown & Company, where Smith’s was formerly located. This week, the company launches its newest store, Phoenix Kidz.

The grand opening, which is to be held on Saturday, is the culmination in already two weeks of successful business, following the store’s soft opening on Monday, April 16.

“We made a decision (to open a baby store) when we decided to relocate the bookstore and the Hallmark store across the street,” explained George Grundmuller, president and chief executive officer of the Phoenix Stores Ltd.

“The Phoenix Store is all about family,” he said, making the addition a perfect fit. However, limiting the store to just babies, the company felt, was in itself, limiting. “We felt that the store concept needed to be more than just baby.”

With 6,500 square feet of retail space, equal to that on the ground floor portion of the store, it was easy to incorporate maternity with the baby clothes and supplies, as well as clothing for growing children.

However, the decision to open Phoenix Kidz, making the Phoenix Stores even more of a “one-stop shop,” was not taken lightly. The group knew there was a gap in the market, but they also fully understood the need for market studies. The company’s marketing department spent several weeks speaking with members of the public to find out what they needed and wanted available on the Island. The result was a store that offered a wide range of quality products at affordable prices.

Jacquelyn Napier was brought on board last fall to, firstly, cover the maternity leave of the toy store manager, as well as to help in developing and opening the new Phoenix Kids as the store’s manager and buyer.

“It was George Grundmuller and Wendell Brown’s idea (to open the store),” she said. “They saw a lack in the market.”

In building the store, Ms. Napier has relied heavily on the opinions of customers.

“We like to talk to the customers. What’s the word on the street? What do people want? What do people need?” she added.

Maternity wear was something that was greatly needed on the island, as few stores offer such clothing. According to Ms Napier, the majority of pieces currently available in the shop are work-wear, but more is on its way, including a selection of casual wear. They also have other maternity items, including pant/waist extenders, so that women can wear their regular clothes for longer.

Value for money is vital to the shop’s goals.

“I want to try and keep the Bermuda dollar here,” Ms Napier said. As a result, she hopes to keep prices affordable.

As a result, Ms. Napier sees the current product selection choices as trial and error — they want to wait and see where the biggest demand is.

Not only was what was in the store important, but the look of the store as well.

“We like the fact that the store is very colourful and pleasing to the eye,” Ms. Napier remarked.

The store easily accessible from the ground floor by elevator and escalator, and is equipped with a baby changing area. Also, the aisles are wide enough for strollers to pass down.

“We want people to have a nice experience when they come in,” added Ms. Napier.