For example, the average DSW store brings in $5.3 million annually and posts sales per-sf of $217. The newer units, at around 19,500 sf, bring in an average of $232 per-sf. One unit that opened in Marina Del Ray, CA, last month that is not quite 15,000 sf is projected to bring in $5.6 million at $384 per-sf.

"This store and other like it have caused us to rethink the selling floor, presentation, staffing and product flow," says Peter Horvath, DSW's president. "All of these changes point to greater efficiency."

Management plans to open a total of 32 new stores this year, 12 of which are already open, with the remainder under construction. During the second quarter, which ended July 29, the chain opened three units and has 21 more than it did at the same time a year ago.