Article: Polo has plans to corral $10M Rodeo Drive volume. (Polo-Ralph Lauren Inc.)

Polo has plans to corral $10M Rodeo Drive volume

LOS ANGELES -- Having conquered Madison Avenue with his Rhinelander Mansion store, Ralph Lauren is out to become the biggest hitter on Rodeo DRive with a store of 17,000 square feet that is expected to exceed $10 million in first-year volume.

Jerry Magnin, Lauren's franchisee here, opened the Polo/Ralph Lauren store Saturday, and says he will be disappointed if it doesn't become the biggest sales generator of any specialty store on Rodeo Drive.

This is the second largest Polo shop in the world (the biggest is the one on Madison Avenue), and the 64th in the U.S.

Magnin's $10 million ...

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