By John Schaffner

While the Ben Carter Properties organization is wooing what it refers to as the premiere upscale retailers for the renewed Buckhead Avenues, Lenox Square is taking action to spruce up its image and appeal to a younger retail crowd—casting away some of its old clients and attracting a number of new ones.

New retailers—including Diesel and True Religion, both known for trendy jeans—have started construction on stores as part of the Neiman Marcus wing expansion at the mall.

However, they are just the beginning. Simon Property Group recently announced additional new entries for the new second-level wing of the mall.

Zara, a Spanish retailer known for hip international flair is coming to Lenox, as is Lush, a British firm known as a “cosmetics grocer, and Shabby Chic, designer Rachel Ashwell’s home furnishings boutique.

And, Calvin Klein will bring its new higher-end “white” label goods to Lenox as well.

Simon said nearly a dozen new retailers have committed to Lenox and at least another dozen have either renovated or expanded their presence in the mall.

With the new wing addition, the mall has added 30,000 square feet of retail space while Neiman Marcus alone is adding about 50,000 square feet to the anchor store.

The new retailers in the Neiman Marcus wing are expected to be open by November. Neiman Marcus will complete its expansion next year.