Newspaper article The Record (Bergen County, NJ)

A Sign the Company Is Here to Stay

Newspaper article The Record (Bergen County, NJ)

A Sign the Company Is Here to Stay

Article excerpt

Apparel retailer The Children's Place wants the world -- or at least that part of the world that travels on the New Jersey Turnpike -- to know it is proud to have its headquarters in North Jersey.

This weekend, The Children's Place erected a 42-foot-wide and 25- foot-high, blue-and-white, LED-lit sign with its logo atop its headquarters building at 500 Plaza Drive in the Harmon Meadow complex in Secaucus. The sign first became fully visible Sunday.

"I can't tell you how thrilled we are to put our sign up. It's really a big deal," said Children's Place Chief Executive Officer Jane Elfers. "When you think about how visible this building is from Route 3 and the turnpike and how many people see it."

According to the New Jersey Turnpike Authority, more than 120,000 vehicles pass the building on the turnpike every day.

The sign, Elfers said, is more than just a sign. It's a symbol of the company's growth at its headquarters, and of its commitment to remain a North Jersey-based company for the long haul.

The Children's Place's decision is in contrast to recent announcements by companies such as Hertz and health-food business Smart Balance to shift their headquarters out of North Jersey to other parts of the country.

Since late 2009, The Children's Place has doubled its space in the building, and as a result been given the real estate equivalent of naming rights for 500 Plaza Drive.

The Children's Place occupies four floors -- 200,000 square feet - - in the seven-story building. When the company moved into 500 Plaza Drive in late 2009 from another building in Secaucus, it rented only two floors in the building, and lacked certain facilities it needed, Elfers said, such as a state-of-the-art design center, an e- commerce photo studio, and a meeting room large enough to hold all corporate employees. The headquarters now houses 650 employees and the staff has increased 20 percent since 2009.

Elfers said the company has spent "several millions" over the past three years to reconfigure the work spaces and add facilities such as meeting rooms and a photo studio that allows for the special photography needed for online sales. …

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