Bustling Gottschalks stores open across the region

The California-based clothing and home furnishings chain has reopened 27 of the 34 stores it bought earlier this summer from Kirkland-based Lamonts Apparel for $20.8 million in federal bankruptcy court.

In another week Gottschalks will open the remaining seven stores, all in Alaska.

Shoppers immediately noted the fresh paint, new carpet, and a less cluttered, brighter feel in the stores. Shelves and racks bulged with well-known brands of clothing, shoes, housewares and linens.

"I've never been in a Gottschalks before," said Barbara Long, looking at earrings in the new store at Northgate Mall. "Their prices look better than I thought. I think it's a little more upscale than J.C. Penney."

Marian Harrigan, who wandered into the new store, also noted the selection: "It looks similar to Lamonts, but a little more upscale."

Manager Michele Chapman, formerly the store manager for Lamonts at Northgate, beamed as she pointed out the new china, down comforters, and mannequins in the children's department with bright orange or blue hair.

Chapman, said opening day sales and customer counts beat their expectations.

"It has really been a feel-good day," she said. "People have been kind and supportive. It's bustling in here."

By 5 p.m., the Gottschalks in Factoria was leading the newly opened stores in sales. To the surprise of company executives, the store in Port Angeles looked like it would capture second place, backing up traffic in downtown.

"Port Angeles is a big, pleasant surprise," said Fred Bentelspacher, vice president of advertising for Gottschalks. "This is a little like watching the election returns coming in."

Gottschalks President Jim Famalette had visited seven of the new stores in the Seattle area by late afternoon and was heading toward Tacoma.

"It has gone extremely well," he said. "There were a few glitches. Some signs weren't finished yet so we put up banners, but the customers really seemed to enjoy what they saw."

Famalette said the merchandise at each store will be fine-tuned to the needs of customers during the coming weeks.

He is looking forward to the new competition.

"Everybody is always in a competitive battle, hopefully we will fill a niche," Famalette said. "We will let the customer determine what they think about Gottschalks. Hopefully they will like what they see."

P-I reporter Kathy Mulady can be reached at 206-448-8131 or kathymulady@seattle-pi.com