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Saks channels ‘main character energy’ for first post-bankruptcy holiday

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Saks channels ‘main character energy’ for first post-bankruptcy holiday

A few months after its parent company exited Chapter 11, a leaner Saks Fifth Avenue is out to show it still has holiday heft.

Saks Fifth Avenue is making a statement about its place in the seasonal landscape just months after Saks Global, now Exemplar Luxury Group, exited bankruptcy.

The retailer’s holiday campaign features a group of friends on a holiday shopping spree, designed to evoke the joy of shopping at Saks. A holiday gift guide offers curated edits that extend the campaign’s playful premise.

The NYC flagship will also host a holiday market featuring a curated assortment of décor and gifts sourced from around the world alongside a life-size Santa and dancing penguins. To spice things up, Saks is introducing the Epicure program of gourmet treats presented in New York City-inspired keepsake tins.

But the pinnacle will be the department store’s signature light display, set to be unveiled on Nov. 23 in partnership with sponsor Bread Financial. The light show was canceled in 2024 as the company’s financial troubles mounted, but returned last year.

7 billion merger with Neiman Marcus , compounded by years of headwinds in department store retail. 4 billion when it filed to $840 million— and a new name. As part of the bankruptcy, more than half of Saks Fifth Avenue’s locations were closed, including the chain’s flagship on Michigan Avenue in Chicago, leaving the chain with just 15 stores.



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