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A triumph for tweens! Evsie, a store for 8- to 12-year-old girls, planned for Fargo's West Acres mall

The fashion concept, a subsidiary of Duluth, Minn.-based Maurices, is expected to open in November, just in time for the holiday shopping season.

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West Acres Shopping Center will be home to an Evsie store by November 2022. Evsie sells clothing and accessories for tween girls, according to an official with parent company, Maurices.
Helmut Schmidt / The Forum
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FARGO — Evsie, a store selling clothing and accessories for the tween girl market, will be opening at West Acres Shopping Center in November.

Evsie is a concept launched by the Duluth, Minn.-based Maurices chain earlier this year. The earliest Evsie outlets opened using the store within a store model. However, this shop will not be located in the West Acres Maurices store, but in its own spot in the bay once occupied by Sports City on the east side of mall’s main wing.

“This will be one of our first free-standing locations,” Sue Ross, Maurices’ chief communication and HR officer said Thursday, Aug. 18.

“The market was a great size for us, a great kind of demographic. Maurices has been kind of a long-standing player in Fargo, it’s been a great community for us to do business in,” Ross said.

Ross said the 2,285-square-foot store will open about Nov. 11 — just in time for the holiday shopping season — if all goes to plan.

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A Fargo construction permit said fit-up of the store will cost about $150,000.

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Alissa Adams, chief operating officer of West Acres Development, said the addition of Evsie will fill a need for families with children.

“We definitely see Evsie as something that's been a gap in our current product offering. Filling that void in that tween girl (8- to 12-year old) area of clothing. We think it will be a great addition to West Acres,” Adams said.

“We’re really excited to be able to be home to one of these first (standalone) locations across the country. And we think it will be really great for our guests and for Evsie," Adams said.

Ross said Evsie offers an assortment of denim, T-shirts, sweaters, dresses, and accessories.

“It’s a really cute store,” Ross said.

Maurices announced the launch of the Evsie concept in late February of this year, and began offering merchandise in select Maurices stores not long after.

"The evolution of Evsie came out of market research showing that our customers really want the same fashionable, age-appropriate, budget-conscious choices for their daughters," David Kornberg, CEO of Maurices said in a February news release. "As a company with over nine decades of history, we are excited to launch this tween brand, extending our promise to a new generation of young women."

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Maurices operates nearly 900 stores in the U.S. and Canada, as well as online shopping through maurices.com .

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Helmut Schmidt is a reporter for The Forum of Fargo-Moorhead's business news team. Readers can reach him by email at hschmidt@forumcomm.com, or by calling (701) 241-5583.
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