OK, file this one under “WTF:”
Defunct California department store chain Gottschalks–who were claimed about a year ago by the recession–may be re-emerging under their old banner in some locations, starting with the Sierra Vista Mall in the Fresno suburb of Clovis:
Joe Levy wants to begin reviving the Gottschalk brand in Clovis, opening the first in a chain of “leaner and meaner” department stores on Nov. 1.
The former Gottschalks store in Sierra Vista Mall would become the flagship store and corporate headquarters for “Gottschalk by Joe Levy Inc.,” a company created by the now-defunct retailer’s former CEO. The new retailer uses a variant of its predecessor’s name to avoid legal concerns while promising to bring back the kind of store many Valley shoppers still love.
Although Gottschalks was far from hip, they did have their fans. Some of the vacant stores have been filled by Forever 21, which, um, appeals to a pretty different demographic:
“A Gottschalks-style store could go back into Century Center and do very well,” he said. “I think there is a void in Modesto and in the Central Valley for stores like that. My 88-year-old mom, for example, loved Gottschalks. She wouldn’t go to Forever 21.”