The diversity of American Girl's merchandise satisfies these individual needs, Green says. But most importantly, she adds, the more mature look of the store marks the territory, so to speak, for the real American Girl fans. The branding has driven the look of the store. Pleasant knew this and wanted to protect the experience for the older set. Museum-like display cases hold the full collection of dolls, clothing and furniture.
Upholstered sofas give adults a comfortable break while their children shop.
Each part of the store has its own sort of feeling and emotion. Calif. Bensley is a financial feasibility consultant, the mother of two boys and one of American Girl Place's biggest fans. Neutral-toned common areas connect the entertainment areas with the boutiques. The store is laid out like a modern museum, and reflects the brand's historical influence. It's a very soft sell.