DEKA Athletics, at 375 Pharr Road, will soon expand and relocate closer to the action of Lenox Square. The new location will allow for 2700 sq' of selling space, an increase of 200 s/f from the previous location. Additionally, all merchandise will now be on one floor rather than two. DEKA is described as "The first women's only boutique where performance and fashion harmonize in one unique environment." DEKA carries a wide variety of athletic apparel for women not found in many other retailers, along with special collaborations like Adidas by Stella McCartney and Puma Dassler. The plan is to have a seamless transition from one space to the other, hopefully closing mid August and re-opening just a few days later. The departure of Blue Genes from the shopping center has brought many new retailers including SWANK from Birmingham, Bill Hallman from VaHi and saw the relocation of Rhinoceros Boutique. Around the time of the Blue Genes closure, there was a change in ownership of the center and the current direction is to divide the CompUSA space into many smaller spaces and hopefully find larger tenants for the former Tower Records and lower level old Bally Total Fitness space.
One interesting note about the DEKA store is that is will feature the second Y-3 "Shop In Shop" in the US. This is particularly interesting in that only a few feet away was the first Y-3 boutique in the US. Sadly that store closed in 2008. DEKA will carry men's and women's fashions from the upcoming Fall 2010 collection. I ran into singer-songwriter Akon last week and we both reminisced about the old boutique: this addition will surely be popular among the local Y-3 loyalists like Usher and Dallas Austin. ToNeTo Atlanta
Follow me on Twitter and Like me on Facebook