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Surprises are in store at outlet for members
Direct Outlet USA seems to have hired the hollering monster- truck rally announcer to create that special in-your-face urgency. A person would have to be an idiot to miss this, the ads suggest.
So I took the bait and went to Direct Outlet's new store in Brooklyn Center. It's owned by Sanjay Syal of Bluestar Productions in Shoreview, which also puts on big liquidation sales of computers or golf equipment at Canterbury Park and the State Fairgrounds.
Direct Outlet, which opened in July, offers several surprises. It's a members-only club similar to Costco or Sam's Club, although the dues are only $10 annually for an individual or $20 for a family. The store currently has 10,000 members. Anyone can check it out free,[link widoczny dla zalogowanych], but you have to join before making purchases.
The outlet's other surprise is its target market. Most retailers aim for middle America, Syal said, but he wants to attract a segment that he believes isn't being served well by larger stores --blue-collar blacks and Hispanics aged 18 to 34.
"Coming from India, I understand feeling ignored by retailers," he said. Signs throughout the store are in English and Spanish. The Brooklyn Center area has a large black population, and Hispanic customers drive from northeast Minneapolis, the Lake Street neighborhood, Midway in St. Paul and Shakopee, he said.
He buys items that appeal to either market. He brings in hip-hop apparel from Ecko, South Pole, Rocawear, Phat Farm,[link widoczny dla zalogowanych], Sean John and Akademiks,[link widoczny dla zalogowanych], as well as athletic shoes from Nike and Adidas. Syal's Hispanic customers often prefer generic brands. Based on sales and customers' requests,[link widoczny dla zalogowanych], he has brought in many generic-brand toys, large stockpots (up to 35 quarts) and Air athletic shoes (a generic brand). Customers wondering where to find designer fakes now that Jude's has closed in St. Paul can find fake Prada handbags and designs inspired by Coach for $10 to $50.
How good are the deals?
Most items are discounted about 30 to 80 percent. A Crayola Crayon Maker was $15 ($30 at full retail), 3M scrub sponges for $1.99 are $2.66 at Target, pants and jeans from Old Navy, Abercrombie and Phat Farm were all discounted 50 percent or more.
Carl Mitchell of Golden Valley loves the store so much that he shops there weekly. He saved about $60 on Girbaud jeans and a Phat Farm shirt purchased at Direct Outlet. He's also a big fan of the cologne selection. "I own more than 100 bottles of cologne,[link widoczny dla zalogowanych]," he said, "and the prices don't get much better than this."
In the perfume department,[link widoczny dla zalogowanych], Opium perfume (3.3-oz. eau de toilette) was $40,[link widoczny dla zalogowanych], regularly $80. But there are also impostors for much less, including Solo for Men ($20 for 3.3-oz. eau de toilette). The store has more than 300 scents for men and women.
As with any discounter, not all the items are bargains. Shoppers can get better quality (all-cotton) from Target on comforters than the $60 to $90 polyester ones at Direct Outlet. The poly/cotton sheet sets for $20 are cheap, but of poor quality. An Akai LCD HDTV for $700 (floor model with HDMI cables) could be found at Target for the same price (new without HDMI cables). Penney (Arizona brand,[link widoczny dla zalogowanych], $13) had Penney's last clearance price (also $13) under Direct Outlet's price tag. Jeans from Steve and Barry's are $12.99 at the outlet,[link widoczny dla zalogowanych], but that is the clothing retailer's regular price.
Lonna Lahti of Brooklyn Center felt that the $10 spent on a membership hasn't been worth it. She was disappointed in the lack of an infant department. She prefers TJ Maxx and Marshalls. Tracy Jones of Minneapolis was not a fan on her recent first visit. She bought a couple pairs of athletic shoes but had to hunt for their mates. "I don't think I'll be back,[link widoczny dla zalogowanych]," she said.
Costco and Sam's Club shoppers will probably be disappointed in the selection and quality, but anyone can check out the store without buying a membership. Members can still get a refund within 30 days if they find that the store isn't for them.
Syal hopes to expand Direct Outlet to 10 stores by 2010. In addition to looking at a future location in St. Paul's Midway area, he's looking at stores in Chicago and Denver.
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