April Easter aided
some malls

Star-Bulletin staff

Shoppers for Easter gifts contributed to a small boost in April sales for some Oahu malls, but the slumping Asian economy continued to hurt other malls that depend more on tourists.

Since Easter was in April this year, instead of March, the sales impact was dramatic, according to mall managers.

Statewide retail sales were at $1.134 billion for the month, down 12 percent from $1.291 billion in April 1997, according to state Department of Taxation records. Here's a look at the major malls' results for April, the most recent month available, provided to the Star-Bulletin by the malls.

Royal Hawaiian Shopping Center: Sales dropped 26 percent from April 1997, said Charlian Wright, marketing director.

"As the yen continues to play havoc with the exchange rate, we find this the most opportune time to make changes and improvements in creating a new experience for the shopper to return to this center," Wright said.

Some of the new merchants include Cola Inc., Timberland, Maui Divers, Soho Boutique, the Boday Boutique and Sports Park, she added.

Ala Moana Center: Sales sank 19.7 percent, said Dexter Suzuki, marketing director.

Suzuki said the major reasons were the lower purchases by Asian visitors and the vacant space due to construction at the center. However, he noted that the Robertson & Co. jewelry store opened in April and the Louis Vuitton store re-opened. In May, more merchants re-opened at the Makai Marketplace and the Orleans Express opened serving Cajun-style food, he said.

Victoria Ward Centers: Sales rose 8.3 percent, said Valery O'Brien, managing director of marketing.

"Easter sales were a big part of the increase," O'Brien said. "We also had the anthurium festival in April." Ward Centers also had promotional ties with National Library Week and a shuttle service to the kid's day celebration at Ala Moana Park, she said.

Kahala Mall: Sales were up slightly, at .38 percent, said Laurie Hara, marketing director.

"The late Easter this year helped sales and we also are seeing the Waikiki trolley bring in more tourists," Hara said.

The mall is serviced by two trolleys: one by the Japan Travel Bureau and the Waikiki Trolley, which started March 16, and goes to tourist attractions in East Oahu.

Pearlridge Center: Sales climbed 5.2 percent, said Heidi DiEugenio, marketing manager.

"Mainly, this was due to the late Easter this year," DiEugenio said. A promotional tie-in with the Miss Universe contest also brought in shoppers, she said. New stores at the center include a second Afterthoughts boutique in April, Mark's Hallmark Gold Crown Stores in May and San Francisco Music Box store in June.

Windward Mall: Business slipped 3 percent, said Sandi Oguma, marketing director.

Despite the drop, Oguma does see some good trends for consumers. "The apparel category is trending ahead and designer labels from Asia are selling at lower prices because of the (Asian) currency devaluations," she said.

One example are Pierre Cardin aloha shirts which have dropped from the $40 range to the low $20 range. Oguma said Champs Sports will open on Aug. 1. And the mall plans to put a movie theater complex to replace part of the space vacated by the JC Penney store, which is scheduled to close on Aug 1.