Madonna. Oprah. Len.
Nearly 40 years after the original Len Druskin boutique debuted at 50th & France in Edina, the company now run by son Michael Druskin is dropping its last name and simplifying its philosophy, which has been a bit hyperactive in recent years, with as many as seven different concepts across its dozen storefronts in the Twin Cities, and, most recently, Woodfield Mall in suburban Chicago.
The next chapter begins with the closing of LD Len Druskin and LD Blues in RBC Plaza (formerly Gaviidae Common II) at the end of January. A 50 percent off sale at both women’s stores begins on Friday, Jan. 17. “As much as we have tried to continue with these stores downtown, we need to focus our resources on our growth in other areas,” Michael Druskin says.
The growth is in the Len division, which features on-trend contemporary apparel for men and women from moderately priced brands as well as brand-name overstock purchased directly for the store and sold at 50 percent off. A new prototype Len store will open at Mall of America by the end of February featuring the value merchandise Len is known for, as well as premium product, similar to what the flagship Len Druskin store at Galleria store carries. If you’ve been in the Galleria store lately, you may have noticed some “Len” racks creeping in. That’s because Galleria, too, will be converted to Len, with a mix of premium and value contemporary apparel. Other locations will be updated and converted by the end of 2015, Druskin says. It begs the question of whether more store consolidation is coming—will the company hang on to its Len store at Southdale Center, once the Galleria store across the street is converted to Len? Same for downtown Minneapolis, where the Len Druskin Man store will remain open for now, one skyway over from Len at City Center. Old habits die hard. All Druskin could say is that there will be more announcements to come.
But on the new direction for Len, Druskin is clear: “Our customers have asked us to combine the best of both divisions and to make their shopping experience more consistent from location to location both in product and store design. We are excited to begin rolling out these changes this spring. One brand, one vision."