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buy prada wallet doors and walk into walls of bold navy and white stripes and blaring pop music. The floor is packed with mannequins and flat panel TVs to demonstrate hot looks using different Charming Charlie products. New trend tables show off the latest bubble necklaces and sand blasted bracelets; cubby walls hawk higher margin handbags.One slight problem: The redesign isn't making the stores more lucrative. Average sales are slightly lower than they are at the company's traditional stores, though costs per square foot are up 25%. So why do it? Customer surveys suggest that store experience has dislodged low prices as the chief reason for shopping there. Put another way, Chanaratsopon is trying to develop Charming Charlie into a brand one he hopes to export to the Middle East and South America as well as to New York City's Fifth Avenue next year. "Where I think we have an opportunity is 5,000 stores globally," he blurts without hesitation.You want to tell him to chill. "A few stores in Canada are a whole lot easier than in Europe and Asia," says Laura Champine, retail analyst at Canaccord Genuity, the New York investment bank. The first attempt, two years ago, was a painfully expensive mistake he refuses to quantify. "We didn't really focus on it, didn't complete the thought," he says. Take two, launched in October, is a clean if unexciting website that isn't yet mining a potentially rich vein of customer data.If there are speed traps ahead, Chanaratsopon seems determined to ignore them. Says Bill Moreland, the new vice president of real estate, "It's 100 miles per hour all the time around here."Follow Brian on Facebook and Twitter.Best Dressed Billionaires: Richest Fashion Moguls Of 2012For nearly three years I tracked down billionaires around the world, rooting out American success stories like Pakistani immigrant Shahid Khan's journey to NFL ownership and the biblical backbone of Hobby Lobby founder David Green. Most recently, I moved to Forbes' market desk to report breaking financial news. I've also covered entrepreneurs across industries, from Charming Charlie's 35 year old CEO to employee owned Publix's war on Wal Mart.How can you tell if your Kathy van zeeland