Kirkland's key shopper is a female between the age of25 to 55 years old with an above average income. Inorder to reach this key demographic, the retailer ishoping that off-mall stores will be more convenientfor this shopper, according to CEO Robert Alderson.

Kirkland's average store format is 4,500 sf and can besituated in a variety of venues including malls,lifestyle centers, power centers, freestanding stripcenters and outlet centers. For example, inGreenville, SC, Kirkland's relocated its 4,231 sfstore in Haywood Mall to a 5,016 sf freestandingstore. Annual sales jumped from $1.7 million to $1.9million, Alderson points out. On average, non-mallstores bring in $1.4 million in sales annually, whilemall locations bring in $1.3 million.

In 2005, Kirkland's expects to open 55 to 60 newstores and to close 14 non-performing stores, mostlymall-based. The new stores will represent an 11%increase in sf. Similarly, the home décor retailerclosed 14 stores in 2004 and opened 54 stores.