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ShopKo: The next generation debuts in home

Neenah, WI — ShopKo's reformatted prototype units have put more harmony into home presentations, pulling together disparate categories for improved adjacencies and jazzing up the merchandise presentation with the retailer's first dressed bed display.

The window category was given more space, and ShopKo added warm, wood laminate displays so that customers can "see, touch and feel" the product, Duncan said. "People say our quality is equal to what they see in places like Pottery Barn."

ShopKo expanded the window area, he said, because "we don't do justice on window," especially when one considers the average home has far more windows than beds.

ShopKo's push in both national and private brands is evident throughout the store, so much so that major brands are featured on the overhead department signage, which in domestics include Springs, WestPoint Stevens, Willow Bay, Northcrest, and even Cannon. Vignettes are located throughout the store, including a dressed bed in domestics — ShopKo's first. Depending on available space in other remodeled stores, that could increase to two to three beds.

One department absent from the store is Urbanology, ShopKo's Gen X/Y shop that debuted a year ago. "We're getting out of it," said Duncan.

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