THE VIRGINIAN-PILOT
Copyright (c) 1995, Landmark Communications, Inc.
DATE: Friday, March 10, 1995 TAG: 9503100300
SECTION: BUSINESS PAGE: D1 EDITION: FINAL
SOURCE: BY STEPHANIE STOUGHTON, STAFF WRITER
DATELINE: CHESAPEAKE LENGTH: Short : 43 lines
Hills Stores Co., trying to up the ante in a war among discounters, said it will debut two Hampton Roads outlets today that are modeled after its Ohio prototype.
At the Hills store in Chesapeake Crossing Shopping Center, employees last week were still unpacking cardboard boxes filled with merchandise. But the aisles already were marked with brightly colored signs, and most of the products had been stacked on shelves and hung from racks.
The company, among others, has found that shoppers want more space - from high ceilings to wide aisles. Low ceilings and big displays blocking aisles tend to irritate consumers, retail studies have shown.
``I think what you'll notice are our wide-drive aisles and easier access for our customers,'' said John G. Reen, executive vice president and chief financial officer of Canton, Mass.-based Hills. ``That's certainly something we've heard in the past that customers would like us to do.
``It is our latest thinking in terms of design.''
A second store - in the Newport Crossing Shopping Center in Newport News - also opens today.
No opening dates have been announced for Hills' three other sites in Hampton Roads. One will be in the Wards Corner shopping center in Norfolk and another in the Lynnhaven shopping center in Virginia Beach. The company has not revealed the location of its fifth regional store.
The format - first tested at the company's Boardman, Ohio, store - will be used in all 15 outlets to open this year.
Hills has 154 stores in 11 states. The discount chain carries a full line of women's, men's and children's apparel, bed and bath products, jewelry, and toys. Children's clothing and toys are considered the company's strengths. ILLUSTRATION: Map
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