Dive Brief:
- In its first holiday season post-bankruptcy, Saks Fifth Avenue plans to put on a show this holiday season, and the star will be its New York flagship.
- The department store’s holiday campaign, titled “Main Character Energy,” takes place in the store, which also will see the return of fan-favorite holiday experiences such as the decorated windows and light show.
- This holiday season will be a crucial test of parent company Exemplar Luxury Group’s post-bankruptcy comeback strategy, which calls for a compound annual revenue growth rate of about 7% from fiscal 2027 to 2030.
Dive Insight:
Saks Fifth Avenue is making a statement about its place in the seasonal landscape just months after Saks Global, now Exemplar Luxury Group, exited bankruptcy.
The retailer’s holiday campaign features a group of friends on a holiday shopping spree, designed to evoke the joy of shopping at Saks. A holiday gift guide offers curated edits that extend the campaign’s playful premise.
The NYC flagship will also host a holiday market featuring a curated assortment of décor and gifts sourced from around the world alongside a life-size Santa and dancing penguins. To spice things up, Saks is introducing the Epicure program of gourmet treats presented in New York City-inspired keepsake tins.
But the pinnacle will be the department store’s signature light display, set to be unveiled on Nov. 23 in partnership with sponsor Bread Financial. The light show was canceled in 2024 as the company’s financial troubles mounted, but returned last year.
The company was weighed down by its $2.7 billion merger with Neiman Marcus, compounded by years of headwinds in department store retail. Exemplar emerged from bankruptcy in June with a significantly lighter debt load — down from $3.4 billion when it filed to $840 million— and a new name. As part of the bankruptcy, more than half of Saks Fifth Avenue’s locations were closed, including the chain’s flagship on Michigan Avenue in Chicago, leaving the chain with just 15 stores.
