A few months after its parent company, Exemplar Luxury Group, exited Chapter 11, a leaner Saks Fifth Avenue is out to show it still has holiday heft. The retailer is launching its first holiday campaign since this milestone, titled “Main Character Energy”, which centers on the iconic New York flagship store.
The campaign features a group of friends on a holiday shopping spree, designed to evoke the joy and excitement of shopping at Saks. This theme is further extended through a holiday gift guide offering curated selections that align with the campaign’s playful and festive spirit.
The New York flagship will transform into a holiday destination, hosting a holiday market with a curated assortment of global décor and gifts. Adding to the festive atmosphere, visitors will encounter a life-size Santa and dancing penguins. Saks is also launching the Epicure program, which offers gourmet treats packaged in New York-themed keepsake tins, blending luxury with local charm.
The pinnacle of the holiday celebrations will be the return of the store’s signature light display, a fan-favorite that was canceled in 2024 due to financial struggles. Sponsored by Bread Financial, the display will be unveiled on November 23, marking a symbolic comeback for the retailer.
This holiday season is a critical test for Exemplar’s post-bankruptcy strategy, which aims for a 7% annual revenue growth rate from 2027 to 2030. The company emerged from bankruptcy in June with a significantly reduced debt load of $840 million, down from $3.4 billion, and a renewed focus on profitability and market presence.
The bankruptcy process led to the closure of over half of Saks Fifth Avenue’s locations, including its prominent Chicago flagship on Michigan Avenue. This restructuring left the chain with just 15 stores, a stark reduction from its previous footprint. The financial strain was largely attributed to the $2.7 billion merger with Neiman Marcus and persistent challenges in the department store sector, which had been exacerbated by broader retail headwinds.
