LIMA - The Lima Mall is adding a fashion retailer to its selection of stores this spring.

LIMA — The Lima Mall is adding a fashion retailer to its selection of stores this spring.

Vanity, an American fashion company that sells apparel and accessories, will open in early May. It will be located near JCPenney, according to a press release from the Lima Mall.

According to the Vanity website, the retailer sells clothing and accessories that are targeted to “fashion-conscious young females.” Betsy Billingsley, marketing director at the Lima Mall, said the store’s target demographic fits in well with the customer base that frequents the mall.

“I think they target the fashion-conscious young females that we attract here at the mall, so it’ll be a good fit for us,” Billingsley said.

Vanity has 200 stores in 27 states across the U.S. The retailer will provide customers with “an attractive and relevant shopping experience assisted by friendly and knowledgeable fashion consultants,” according to the press release.

“We are pleased to announce that Vanity will join the roster of nationally and locally owned tenants found at Lima Mall,” said Chris Garlock, general manager at the Lima Mall. “The future addition signifies Lima Mall’s continued commitment to the community as we strive to meet shopper demand and enhance the overall retail experience.”

Representatives from Vanity could not be reached for comment Friday.

Reach John Bush at 567-242-0456 or on Twitter @bush_lima

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