An “unprecedented” customer reaction and renegotiated lease have convinced the owners of Red Deer’s Dots Discount Designer Wear to keep the downtown store open.
The women’s clothing shop that was supposed to close at the end of the month was given a late reprieve this week. “We’ve never seen anything like it,” said the chain’s general manager and chief financial officer Anne Simard, from Edmonton.
“Hundreds and hundreds” of emails and phone calls came in from loyal Dots customers and other downtown business owners, who did not want the destination store to shut down, she added.
“We’ve had overwhelming response from people asking us to reconsider ... so when the landlord contacted us, we decided to sit down with our long-term staff to come up with a plan.”
After rejigging a few business decisions at the Edmonton head office, she added, “we’re excited to be able to stay in Red Deer.”
She added the chain has opened and closed various stores over the years “and we’ve never had a response to a store closing like this. Red Deer really rallied.”
The store owners were able to renegotiate a five-year lease at the 4952 50th St. location, which was a “huge part” of what made the store’s continued operation possible.
But Simard said the reaction from customers and supportive long-term staff at the store really made the difference.
Many people who wrote or called said shopping at Dots brought them to the downtown. Others work in Red Deer’s core and liked going to Dots during their lunch hours or after work.
She hopes these people will continue to support the Red Deer store.
Dots also has outlets in Edmonton, Calgary, Medicine Hat, Saskatoon, Regina and Victoria.
lmichelin@www.reddeeradvocate.com