Borsheims has closed its Nebraska Crossing Outlets store after seeing “disappointing” holiday and first-quarter sales at the Gretna location.

Borsheims Boutique opened in fall 2013 and in its first year saw strong foot traffic and higher-than-expected sales of engagement rings, store President and Chief Executive Officer Karen Goracke told The World-Herald in November.

But she and store leaders also said there were challenges in adapting Borsheims’ business model to the outlet-store format. They said some outlet shoppers were unfamiliar with how Borsheims prices represent a discount without an advertised markdown. The boutique also had to rotate merchandise and create sales events more frequently to meet outlet shoppers’ expectations.

With more than half the shop’s customer base overlapping with the Regency Court flagship store in central Omaha, “it was almost like it was too close,” Goracke said Thursday night, speaking to a group of sales professionals at a networking event.

The shop closed Sunday. Goracke said a new tenant is lined up for the space but did not name the business. That information was not immediately available from Nebraska Crossing developer Rod Yates, but Yates said Thursday that the new tenant is a retailer that shoppers request frequently.

Goracke said all Boutique employees were offered an opportunity to continue working at Borsheims.

Goracke said operating the Boutique was a chance to introduce Borsheims to a new group of customers.

“We’re hoping they’ll drive the 15 to 20 minutes” to the Regency location, she said.

Commenting is limited to Omaha World-Herald subscribers. To sign up, click here.

If you're already a subscriber and need to activate your access or log in, click here.

Load comments

You must be a full digital subscriber to read this article You must be a digital subscriber to view this article.