Jacobson's faced further retail decline in the early 1990s. In 1991, the store began operating on Sundays. Previously, Jacobson's stores were closed on Sundays, as it was believed that doing so would help to attract a better caliber employee. Also that year, the chain opened a store in Naples, Florida, and moved its flagship from downtown Ann Arbor to a former Lord & Taylor location at Briarwood Mall. A location in Birmingham, Michigan, was also renovated to target upscale shoppers in their mid-twenties.