Hoffman Estates, IL—JCPenney isn’t the only retailer ready to roll out more “shop within a store” concepts. Sears Holdings plans is rolling out 91 Scrubology concept shops in Kmart and Sears locations.
Developed in conjunction with Work ‘N Gear, the largest U.S. retail chain specializing in work apparel and uniforms, Scrubology shops offer an array of apparel, footwear and accessories for healthcare professionals.
Named for “scrubs,” the simple, loose-fitting apparel doctors, nurses and other healthcare works commonly wear, Scrubology (“Fashioned for Healthcare”) sells merchandise under its own brand as well as the Cherokee, Dickies, Carhartt, Med Couture and Koi brands. And most of it goes well beyond the traditional plain green shades.
While a specialized niche market, Sears Holdings hopes that the shops will attract a young, affluent demographic—shoppers the company sorely needs given its floundering condition.
A Niche to Draw Young, Affluent Demographic?
So far the reception has been great, exceeding both Sears’ and Work ‘N Gear’s expectations. So far 39 Scrubology shops are opened and another 52 will be open by the end of May.
Scrubology’s Facebook page, which launched in November, already has nearly 25,000 “likes.” (Hey, with TV shows such as “Grey’s Anatomy,” “House M.D.,” “Nurse Jackie” and “Body of Proof” having millions of fans, maybe some of them are copying their favorite characters’ wardrobes?)
“Sears Holdings is pleased thus far with the performance of the Scrubology concept. This venture with Work ‘N Gear and the development of this unique ‘store-within-a-store’ concept has allowed us to provide additional value to our customers,” said Dave Schuvie, vice president, licensed businesses for Sears Holdings.
Most of the additonal 52 stores are located in Chicago, Los Angeles, Minneapolis, New Jersey, New York, Philadelphia, San Francisco and Washington D.C.