As the fourth-largest mall in the GTA, Scarborough Town Centre has provided customers with an array of unique stores to shop in. However, the mall’s recent face-lift is meant to bring in a new type of clientele.
Stores like Lush, Disney Store, and Sport Chek have closed and been replaced with David’s Tea, Forever 21 and Victoria’s Secret’s Pink.
This is just the beginning of some major changes the mall will face.
For Scarborough Town Centre general manager Kathy Meyers, the mall is aiming to attract a certain type of shopper.
“By making the changes we’re making, we are better meeting the needs of our customers now and in the future,” she said. “That’s young, urban, educated, very brand conscious and fashion savvy.”
To attract this demographic, Meyers says that she works with her on-site and corporate teams to conduct market research. This way, she can gauge what kind of stores customers want.
Even though Meyers believes that some stores fit Scarborough Town Centre’s image better than others, she says there is still a place for the stand-alone store.
“It’s customer demand,” Meyers said. “Sometimes stores leave because the whole chain is closing down.”
Such is the case of Sterling.
Sterling, a chain of shoe stores across Canada, has a location in the Scarborough Town Centre that is set to close on Monday.
Mursal Sadat is a full-time employee who says she has been working at Sterling since it opened and is uncertain about the chain’s future.
“Nobody knows the reason why we’re closing down,” Sadat said. “I don’t know who bought them over or what happened, but they’re closing for now. They’re still open in some other cities.”
Although the Scarborough Town Centre will begin phase two of the mall’s $62-million renovation in April, it’s not exactly out with the old and in with the new.
Meyers says the mall still has some great independent retailers such as Fiveoseven Clothing.
“It gives the property additional personality and uniqueness,” Meyers said. “So we love the strong independent chains.”
Meyers says customers should expect more changes for the Scarborough Town Centre in 2012. Since the plans are not finalized she will not be able to announce them for another three to four weeks.