Saks Fifth Avenue Bets Its First Post-Bankruptcy Holiday on "Main Character Energy"
The campaign follows a group of friends on a shopping spree, and it is the retailer's biggest test yet of whether a leaner, 15-store Saks can still pull off the holidays.
Saks Fifth Avenue has unveiled "Main Character Energy," its holiday campaign for the first season since parent company Exemplar Luxury Group exited Chapter 11 bankruptcy. The campaign follows a group of friends on a shopping spree, built around the idea that a trip to Saks is itself the main event, and a matching gift guide carries the same theme.
The retailer's Fifth Avenue flagship will host a holiday market stocked with decor and gifts from around the world, a life-size Santa, and dancing penguins, while its Epicure program adds gourmet treats packaged in New York City-inspired keepsake tins. The store's decorated windows and signature light show return as well, debuting November 23 with sponsor Bread Financial, after the display went dark in 2024 and only came back last year.
The stakes behind the cheer are real: Exemplar cut Saks's debt from $3.4 billion to $840 million on its way out of bankruptcy, closing more than half the chain's locations and leaving just 15 stores standing. The post-bankruptcy plan targets roughly 7% compound annual revenue growth from fiscal 2027 through 2030, which makes this holiday season less of a victory lap and more of a first real exam.
Source: Retail Dive
Kyle Duford, Founder & Editor, BRNDWIRE. More from Kyle →
The Brand Briefing
Liked this? Get five more every morning.
The Brand Briefing: the stories moving brands, in your inbox at 7am your time. Free.
