New name, new concept, slightly different location.
Five years after closing its Red Deer store, Liquidation World Inc. is stocking shelves at new local premises in anticipation of a March 18 opening. The D 2410 50th Ave. site is a stone’s throw from Liquidation World’s former building, which is now occupied by Peavy Mart.
Nelson Neves, the company’s western region vice-president, said a return to Red Deer was always planned — it was just a question of finding the right location.
“The store did well before, it was just a lease issue.
“We won’t get into a lease that we know won’t sustain our business model.”
At approximately 20,000 square feet, about 16,000 of which is dedicated to sales space, the new premises are comparable to what Liquidation World had before.
But the appearance is dramatically different, with improved lighting, decor and fixtures.
These changes reflect Liquidation World’s new brand, which operates as LW — Everbody’s Outlet Store. Neves said the LW concept places a much greater emphasis on “customer experience,” including a brighter, more organized look and better pricing signage.
“It looks like any other junior department store in how we present it now.”
Neves said Liquidation World continues to source merchandise from its traditional sources: manufacturers, wholesalers, retailers and even financial services companies. But the LW brand has opened the door to suppliers that were reluctant to sell their products through Liquidation World stores.
He cited Procter & Gamble and Dick’s Sporting Goods as examples.
“A lot of these vendors, while they want to move their product out, they want to ensure that their brand is presented properly.”
Half of Liquidation World’s 92 stores now operate as LW — Everbody’s Outlet Store. The brand is being applied to every new store and existing outlets are being converted over time, said Neves.
He added that the company’s business model remains popular with consumers.
“Our customers are high income earners, they’re also low income earners; they’re families, they’re single people. Everybody, regardless of their income, likes to save money.”
Neves said the new Red Deer store, which is located in a building developed for retail use but which previously served as warehouse space, is in an ideal location. It looks onto Taylor Drive and is adjacent to the proposed Southpointe Junction commecial area and related residential development.
The store will operate seven days a week and will open with 17 full- and part-time staff.
hrichards@www.reddeeradvocate.com