Von Maur Update

BODY associate publisher Ted Vayos interviewed Jenn Schwallie, DMM Gifts & Intimate Apparel on a variety of questions.

VAYOS: How many years have you worked at Von Maur and what is your role for the company?

SCHWALLIE: I have worked for Von Maur for 29 years in January!  21 of those years in my current role as Divisional Merchandise Manager of Intimate Apparel & Gifts.  During that time, it’s been my pleasure to watch the company quadruple in size & become “America’s Best Department Store”, according to Newsweek, for three consecutive years!  

VAYOS: When did Von Maur open its first store?  

SCHWALLIE: 1872

VAYOS: Where was it located? 

VAYOS: Located in downtown Davenport, IA. Von Maur is known for an outstanding selection of premium brands, specialty apparel, shoes, accessories, cosmetics and gifts.  

VAYOS: How many stores does Von Maur have today?

SCHWALLIE: With the opening of our newest location in April, 39 brick & mortar stores in 17 states.  Our plan is to open 1-2 stores per year.  Slow & steady growth!    

VAYOS: When did your company open this latest retail location?

SCHWALLIE: November 2024

VAYOS: Where is it located?   

SCHWALLIE: South Hills Village, Pittsburgh, PA.

VAYOS: How big is this latest location?  

SCHWALLIE: Tracking to be a top-ranking store!  I had the pleasure of working there over the holidays and the customer response was overwhelmingly positive!  They love our traditional customer service values, the aesthetic of the store and the product selection that we have to offer.  Customers were extremely grateful for the “extra” services that we provide, such as complimentary boxing and gift wrapping of their purchases.   Many customers shared with me that they had not seen that level of service in years!  Such a proud moment for me as a long-term Von Maur employee.  

VAYOS: How many new retail locations does Von Maur have planned for this year? Where will they be located?

SCHWALLIE: One new location for 2025 will open in April at West Acres Mall in Fargo, ND.  

VAYOS: What can you tell us about the extensive, multi-phased, $100 million renovation of your stores?

SCHWALLIE: Von Maur is investing more than $100 million to update the interior aesthetic of our existing stores in the next five years.  The renovations will help bring these stores up to the current standard and experience of our new stores.  Updates will include neutral tones, warm woods and modern lighting. The updated look will highlight the merchandise, overall enhancing the in-store experience for our customers.  

VAYOS: What are some of the intimate apparel brands important to your company’s success?

SCHWALLIE: Wacoal, UGG, Spanx, Kate Spade, Natori, Honeylove, Calvin Klein, Honeydew, Tommy John, Hanky Panky and Chantelle.

VAYOS:  Have you brought any new products into your intimate apparel department this year?

SCHWALLIE: Evelyn  & Bobbie Bras, Splendid Sleepwear.

VAYOS: What sets Von Maur apart from other stores?  

SCHWALLIE: Our superior customer service that includes an interest-free charge card, complimentary gift wrap and shipping services.  

VAYOS: Who is your shopper?  

SCHWALLIE: The Von Maur customer is loyal, appreciates exceptional service and expects a unique selection of specialty and branded merchandise.  

VAYOS: How does your online business relate to in-store shopping?

SCHWALLIE:  We will continue to offer the same selection of vendors online that we have in-store so that our customers have the same experience no matter where they prefer to shop.  

VAYOS: How many different categories do you manage for Von Maur? 

SCHWALLIE: I manage the Intimate Apparel and Gift divisions.  Intimate apparel includes the typical categories – robes, sleepwear, daywear, bras and shapewear.  Our gift department is a special mix of gifts, everyday andfseasonal décor, textiles, gourmet food, candles & home fragrance.  Truly a specialty gift shop within a department store.  

VAYOS: What are your top performing apparel categories for 2024?

SCHWALLIE:  In intimates, comfort is still top of mind for our customer therefore impacting the following categories – pajama sets, loungewear, robes and wire-free bra styles. Bridal and special occasion continues to be strong and our customers love the variety of assortment that we offer.  

VAYOS: Have you observed any changes in your shoppers’ buying habits over the past year?  What trends do you see shaping the future of retail, and how is Von Maur preparing to adapt to these changes?

SCHWALLIE:  Customers like the convenience of online shopping, but still appreciate the in-store experience that Von Maur provides.  Although our online relativity continues to grow, we are seeing a push to shop in store again.  As previously mentioned, we are investing in our store experience and will continue to keep the aesthetic and product selection a focus for our customers and our store associates.