Sunday, September 14, 2003

By LaMont Jones, Post-Gazette Fashion Editor

Before his first trip to Pittsburgh, Larry Bruce had the same mental picture of Pittsburgh described by countless others who have never been here: A nondescript industrial city.

But that first visit -- moving here in June to become general manager of Saks Fifth Avenue, a mecca of haute shopping on Smithfield Street, Downtown -- shattered the myth.

"I was very pleasantly surprised by the views, the hills, and, when I dug a little deeper, the great cultural aspects Pittsburgh has here," said Bruce.

Saks' chiefs hired Bruce, 42, to succeed Alison Mayher, who had retired as vice president and general manager.

Tall and debonair, Bruce has a studied seriousness complemented by a ready smile. The combination has served him throughout a well-traveled career.

A native New Yorker, he grew up in Los Angeles and began what has been a long, successful career in fashion retail. He said he has been "exposed to the full spectrum of fashion," which he hopes will serve him well as he assesses and attempts to meet the needs of the chain's ninth-oldest store.

"A lot of our customers travel," he noted, "so they have those perspectives as well. It's very cosmopolitan now."

Bruce's relationship with fashion retail began in high school, when he went to work for a mom-and-pop clothing store. By the time he completed a degree in business marketing at California State-Northridge, he had hopscotched from buyer to manager.

Focused and intense, he is an introvert who has learned how to be extroverted under the right circumstances. He showed this inclination early on when he decided he needed experience at high-end fashion retailers to broaden his perspective. Bruce went on to work at two small boutiques on posh Rodeo Drive. Then, desiring more knowledge about corporate structure, he entered a management training program for Bullock's department stores.

Bruce was appointed general manager of Bullock's in Century City, Calif. After the chain was taken over by Macy's, he was recruited by Neiman-Marcus to be merchandise manager at the flagship store in Beverly Hills.

Six years later, Neiman-Marcus created The Galleries of Neiman-Marcus, high-end jewelry and home furnishings stores. Bruce ran one in Seattle and then in Cleveland.

"Then I missed that energy that you get in a full-line store," he said. So in January 2003, he accepted a job as merchandise manager at Neiman's in White Plains, N.Y.

As much as Bruce values his experiences at small and large stores, mainly high-end, he said good mentors have been invaluable. Plus, he added, his frequent relocations have helped him become able to "adapt very quickly to an environment."

Bruce arrives in Pittsburgh during a challenging season for fashion retail. Across the street, Lord & Taylor is among 32 locations nationwide that will be closing. Around the corner, Lazarus is virtually a ghost town. Kaufmann's is struggling a stone's throw away, and independent stores are struggling to make a profit.

Asked about his suggestions for reviving Downtown's hurting fashion retail community, Bruce declined to comment.

"Obviously, there needs to be a game plan," he said, "but I haven't been here long enough to offer anything concrete."

Mariann Geyer, executive director of Pittsburgh Downtown Partnership, took Bruce on an hourlong walking tour of Downtown in June. There was a steady rain the entire time, she recalled, and she was impressed that he didn't want to postpone the tour. He seemed genuinely interested in Downtown retail, she said.

"I think he is a terrific addition to Pittsburgh's Downtown retailing family," said Geyer. "I found that he just has a real zest for wanting to understand everything about Downtown and what's going on and what's important."

For Saks, he plans to add more luxury brands while continuing the involvement that has characterized the store's relationship with the city for 54 years.

Store officials have been exploring renovation and possible expansion of the deteriorating building where Saks has been located for 26 years. Is there a plan of action?

"That's the million-dollar question," Bruce said, smiling.

He also wants people who are "intimidated wrongly" by the store's $1,000 skin creams to see that much of the merchandise is more affordable than they believe.

"Fashion's not about a price point," he said. "There's a wonderful shopping experience for anyone who walks in our doors."

Bruce said he's been pleasantly surprised by the affection many customers and employees have for the store and each other.

"This is truly like a second home for people," he said, "and I want it to be that way for everyone."

"We want to continue to focus on customer service," he said. "We want to exceed the service expectations of every customer who walks in the store."

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