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Madewell Unveils Shops-in-Shop at J. Crew Locations

Madewell is hoping to give parent J. Crew a shot in the arm. The popular brand on Monday opened shops-in-shop at six J. Crew locations. Madewell said the shops-in-shop are an exciting way to provide customers with new locations where they can experience the brand in person. Madewell in-store shops bowed today at The Shops at Columbus Circle in Manhattan; Yale University, New Haven, Conn.; Jordan Creek, West Des Moines, Iowa; International Plaza, Tampa, and Aventura Mall, Miami, Fla., and Dartmouth University, Hanover, N.H. The J. Crew units were strategically chosen to complement, not cannibalize, existing Madewell stores. Offering the Shops at Columbus Circle location allows customers to shop for Madewell on the Upper West Side, where there aren’t any existing stores. Madewell operates units on Fifth Avenue in the Flatiron District, SoHo, the Meatpacking District and Madison Avenue in Manhattan. Shops-in-shop have a denim focus and resemble Madewell stores, replete with Denim Bars. From March 1 to 3, J. Crew at the Shops at Columbus Circle will host Austin, Tex.-based Ft. Lonesome, which creates custom-embroidered Western wear. Consumers can have exclusive New York-themed patches or their names chain-stitched on Madewell denim at no charge with a purchase. Free totes with a purchase will be

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