The Patriot Ledger reports the owners of the South Shore Plaza are trying to re-brand the mall as "comfortably chic" in a bid to attract the sort of people who otherwise might be forced to travel all the way to Dedham or Chestnut Hill to shop in the manner to which they've become accustomed. Based on the Patriot Ledger's description, the main change to date seems to be new signs, new comfy chairs and new uniforms for customer-service workers. Oh, and you can check your coat now.
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