Lerner Tries On New York & Co.

The Limited-owned Lerner New York stores are undergoing changes – 79 new stores open last month in three different markets under the name New York & Co. — the name of Lerner's private and sole label since 1995.

The Lerner name is nearly 100 years old and masts more than 500 stores but reports suggest that the moniker could be phased out altogether if the repositioned New York & Co. concept tests out. The company has not releases its timetable or sales goal. Store sizes are being scaled down by as much as half the regular Lerner stores ( to 5000 or 6000 square feet), with one side of the store being more collection-driven and the other containing more casual-looking clothing.