URBAN OUTFITTERS Philadelphia, Pennsylvania Retailer Widens Scope With Move Into 'Burbs New Mall Plan Set To Begin It'll face stiff competition, but analysts say unique merchandise will help.(THE NEW AMERICA)

Byline: MARILYN MUCH

After catering to young city folk for decades, Urban Outfitters Inc. is eying the suburban crowd.

The specialty retailer this year plans to test its first suburban mall-based Urban Outfitters store, management told analysts in a conference call.

Executives couldn't be reached. But the store, located outside Philadelphia, would be the first of four suburban mall units set to open this year, says analyst Jeffrey Klinefelter of U.S. Bancorp Piper Jaffray Inc.

The move carries risks. Chief among them is that Urban Outfitters will face stiff competition. But watchers say the firm is up to the task.

"This is a unique concept in terms of the brands it carries and the blend of home decor items and apparel for younger customers," Klinefelter said. "I think it will be refreshing for the malls in terms of being a new and different offering."

Urban Outfitters sells clothes, accessories, footwear and home goods aimed at style-conscious consumers in their late teens and 20s. Most of its 49 units are in the U.S., though stores are located in Canada, Ireland and the U.K. as well.