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PROVIDENCE, R.I. -- "We are taking a somewhat untraditional approach to Chapter 11," said Peter Thorner, president and ceo of Bradlees, which. has been in bankruptcy since last summer. Some moves, though, have been typical: closing a dozen unproductive stores, pruning middle management and intensifying efforts to reduce expenses in logistics.
However, Thorner asserts these moves have been modest compared to the main thrust: repositioning Bradlees by trading up the merchandise in a return to the cht1in's historical soft lines strength.
In a partial makeover similar in many respects to the all-out reset undertaken by Venture Stores and the quiet, steady improvements by ShopKo, this 124-unit Northeastern chain is bent on boosting profitability through a greatly improved and expanded presence in the apparel and home categories.
There is more power in the presentation--and better quality products than ever--across the entire apparel pad, as well as in domestics, home decor, storage, kitchen goods and RTA. The details, worked out over the past year in the Burlington, Mass., laboratory...