In 2020, the pandemic forced mass retailer Forty Five Ten into a retail crisis: The company was forced to close all of its stores (including the one in New York City’s Hudson Yards), halt its online sales and lay off a large number of its employees. It was a plight faced by many retailers at the time. And Forty-Five Tenhe canhas reopened its doors, deciding to keep them closed forever, except for its Dallas, TX flagship.
While that decision could be considered a call to action for many retailers, Forty Five Ten saw it as “the right time to grow,” Anne Wallach, president and COO, told Ujo Shop. Now, six years later, that tough call has paid off: The retailer is building the foundation for its store again, starting with the unveiling of its Fort Worth, TX location, which officially opened on March 21.
Image: Courtesy of Forty Five Ten
Covering 4,800 square meters, the boutique sits in the Museum Palace, an 11-acre shopping center. Over the past few years, Fort Worth’s shopping and cultural scene has boomed, with a growing audience interested in fashion, art and high-end hospitality. “The truth is, there’s a complete lack in Fort Worth of multi-brand stores like ours,” Wallach said. “We saw that as an opportunity.”
From an operational standpoint, Forty Five Ten Fort Worth also benefits from its proximity to the Dallas area. The proximity between the two stores (about a 40-minute walk) allows the company to maintain close surveillance and move merchandise back and forth.
But customer demand was the main driver behind the store’s launch. “Our customers have been talking a lot about us coming to Fort Worth,” said Jeny Bania, chief marketing officer of Forty Five Ten’s parent company Headington Companies. “Our customers come from Fort Worth but they shop [in Dallas] years it was like, ‘Come to Fort Worth, come here. Let’s show you where to go.’
Image: Courtesy of Forty Five Ten
Wallach adds, “The client is always at the heart of everything we do.”
It helps that there are many similarities between the clientele in Fort Worth and Dallas. Both boast diverse client profiles, from leading ladies to conservative dressers to cool shoppers. As such, the retailer prides itself on offering a diverse yet select inventory (predominant in both stores). From the mainstays like Miu Miu, Maison Margiela and Celine to indie brands like Brandon Maxwell, Cecilie Bahnsen and Del Core to up-and-coming labels like Duran Lantink, Heirlome and Zomer, there is a product to meet any customer’s taste.
“We really want clients to be able to come in and, no matter what your background is or what you’re looking for, be able to find something here,” Wallach emphasized. Forty Five Ten has always set itself apart from its competitors by offering as much variety as possible. Shoppers work hard to identify unique styles and brands that are difficult to find at other luxury department stores in the area (such as Neiman Marcus). It was important that the product discovery aspect extend to the Fort Worth store as well.
Image: Courtesy of Forty Five Ten
An equal amount of thought went into the interior of the Fort Worth store. Originally, the team planned to emulate the Dallas setup. It eventually turned into its own image. Therethere isdirect references to the Dallas flagship: It uses the same large furniture, has the same art pieces and has its own in-store cafe in partnership with Café Mirador. But given that the Fort Worth store has a small square footage and is part of a shopping center (not a stand-alone store), the team decided it was better to make it their own.
Architecture firm Ibanez Shaw helped bring the design vision to life. “[The store] it’s built for the city,” said Jonathan Merla, vice president of marketing at Headington Companies.
Image: Courtesy of Forty Five Ten
Looking ahead, the group is already planning for future growth. Although no specific plans have been made, the company is constantly identifying untapped markets. It also considers pop-ups as a way to explore different markets without making a permanent investment. For now, however, its Fort Worth and Dallas stores are the main focus.
“We’re really committed, obviously, to making sure that Fort Worth and Dallas are in a good place and that we’re serving those customers very well before we continue to expand and grow,” Wallach said.
Disclosure: Forty Five Ten paid for Ujo Shop’s travel and accommodations to report this story.
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