Off-price retailer moves to high-priced center.
Dallas, Texas-based Tuesday Morning plans to relocate its existing location from Briar Vista Shopping Center to nearby Brighten Park. The current store is about 6,000 square feet whereas the new store will be about 18,000 square feet.
Tuesday Morning is an off-price retailer specializing in home furnishings, small appliances, flatware, cookware and other related categories.
Briar Vista Shopping Center is located at the corner of Briarcliff & LaVista Roads and is also home to Kosher Gourmet, Red Pepper Taqueria and an outparcel Starbucks, among other tenants. Tuesday Morning opened at the center about ten years ago after the center underwent an extensive renovation and former anchor Quality Kosher downsized opening up room for the retailer.
Plans call for the new store to open later this fall in place of what was recently OfficeMax and was before that an Eckerd at the center formerly known as Loehmann's Plaza. The center is located at the corner of North Druid Hills and Briarcliff Roads. Tuesday Morning will join anchor tenant The Fresh Market as well as restaurants Zoës Kitchen, Grub Burger Bar, Panera Bread and others.
The relocation is the latest in a series of store moves for the retailer in metro Atlanta. Most recently, Tuesday Morning relocated two Cobb county stores.
In East Cobb, Tuesday Morning relocated from The Fountains of Olde Towne to Parkaire Landing shopping center. The Fountains of Olde Towne (since demolished and soon to be home to a Northside Hospital facility) provided the retailer zero visibility. The retailer's new home, less than a half mile from its old location, is adjacent to a popular and highly visible Kroger grocery store.
In Cumberland/Vinings, Tuesday Morning relocated from Cumberland Crossing shopping center on Cumberland Boulevard, to Parkway Pointe. The two centers are separated by about two miles, but are worlds apart in traffic and visibility. Whereas Cumberland Crossing is home to an hhgregg and little else, Parkway Pointe is anchored by a 15 screen AMC Theater. Parkway Pointe is also home to Main Event, an entertainment facility, Pier 1 Imports, roam, a coworking facility and Taco Mac, among others.
These moves, as well as upcoming store and logo refreshes, are all initiatives introduced by Steven R. Becker who was named CEO of the company this past December. The chain, which was established in 1974 has historically preferred low rent, "hidden" locations: that is changing.
The new Brighten Park location will reportedly introduce a new look for the retailer in the Atlanta market. The Briar Vista store is reportedly on the of the top performing stores for the company on a sales per square foot basis so it will be interesting to see how the store performs when it's in a more visible (more costly) space and is about three times the size. The moves are meant to exude a cleaner, more updated image, as the retailer tries to better compete with HomeGoods, a division of Framingham, Massachusetts-based The TJX Companies, Inc.
|A rendering of Brighten Park featuring Total Wine in the former OfficeMax space as seen within the space last August|
As the above photo shows, the space that Tuesday Morning will occupy was last year shown to Total Wine, among other potential tenants. That is to say, Tuesday Morning was not the front-runner for the space. With Southern Season having pulled the plug on their planned Powers Ferry Square location in Buckhead, might Tuesday Morning make a play at the space? You may not know this, but Tuesday Morning already has a Buckhead presence but it's hidden on the back side of Buckhead Square, the Haverty's anchored center at the corner of Piedmont and Peachtree Roads. (Both Powers Ferry Square and Brighten Park are owned by Regency Centers and leased by Leslie Mintz.)
Are you excited for the opening of Tuesday Morning at Brighten Park? Do you still resist calling the center Brighten Park and refer to it as Loehmann's Plaza? What would you like to see open in place of the soon to be former Tuesday Morning at Briar Vista Shopping Center?
Please share your thoughts below.