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Boutiques Replacing Abercrombie Stores at Village of Rochester Hills

Here's a look at more changes ahead for the outdoor shopping center.

Two stores that traditionally catered to teenagers at the are being replaced with two trendy boutiques that will attempt to attract their older sisters — and moms.

Abercrombie & Fitch and abercrombie closed last month. Hot Mama and Apricot Lane, two rapidly expanding shops that feature trendy and designer clothing and accessories for women, will open in their spots this spring.

The changes are part of the outdoor shopping area's focus in this, its 10th year, on moms.

"It's our 10-year anniversary, and we are looking for new and exciting things to bring into the Village," said Shelleen McHale, the Village's marketing director.

"We really have been looking at who our consumer is, and we found they are moms and females aged 25 to 54, and we are looking at what we can do to make their experience here even better."

'Go-to destination'

Hot Mama is an upscale boutique started by a Minnesota mom; Rochester Patch offered a

Apricot Lane is another boutique that will feature celebrity-inspired fashion and designer labels. This will be the store's first Michigan location; there are more than 50 nationwide.

"Apricot Lane will be the go-to destination for women of all ages that want something current and stylish in Rochester Hills," said Jennifer Braner, owner of the Village location of the franchise.

"Our store is able to represent the current styles for a variety of ages so women can feel comfortable selecting the pieces that really fit their personalities.”

Apricot Lane offers denim brands that are said to be favorites of Paris Hilton, Jessica Alba and Katie Holmes, among other celebrities, as well as handbags, shoes and boutique jewelry. At the store's online shop, denim ranged from $64 to $178.

What else is moving, going?

has also closed, McHale said. In restaurant news, is moving from its location on the south end of the shopping center to one near , where it will have expanded seating.

Rumors posted on the Rochester Patch Facebook page that , and are closing are false, she said.

The closing of the Abercrombie stores — part of a closing of 15 percent of the chain's stores nationwide, as reported by Forbes.com — was an opportunity for the Village to embrace its evolution, McHale said.

"We want to be more of a family type of location," McHale said. Plans are in the works for "Mommy Mondays" at the Village this summer, as well as opportunities for regular yoga and mom-child massage sessions that gear toward family wellness.

"We looked at the customer base, and these are some of the things we are going to be doing to meet their needs," McHale said

Will Hanson February 09, 2012 at 03:22 PM
I wouldn't be suprised if the closing of Abercrombie and Fitch isn't related to a public backlash for their exploiting teen models in their advertising.

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