What I found most interesting was CEO Bob Iger's take on the Disney Store:
Well we're pretty excited about the new design. We just opened the new store which you should see in Times Square, but we'll proceed with real caution. We're using the design as a platform to greatly improve the quality of the merchandise and the presentation and we're also using it to improve location which we've done quite well. Times Square, I think, is a good example of that. But we look at specialty retail as a relatively challenging business and with that in mind we're going to be really careful and watch these results quite carefully. We've redesigned in the 18-19 store range, I think maybe it was around 20, and we don't see going significantly higher fast. We're going to wait and see how these stores do before we make any decisions about rollout. It cost us slightly above a million dollars a store for this new design. We think it's closer to probably $1.4 for the initial stores, and that will trend down as we bring this design to more, but we're going to be careful about this.Emphasis added.
The Disney Store was hugely successful when introduced but was completely decimated by over-expansion. The truth is, there's no need for a Disney Store in every mall in America.
Iger has talked about modeling the segment after the Apple Stores. There's a lot of Apple Stores, but they aren't over exposed. The location for each one is carefully selected and the stores are individually designed. They work equally well as brand showcases and retail outlets.
It will be interesting to see how they proceed.