Tuesday, April 17, 2018

Lemonis Sours on Sweet Pete's, Goes With Outdoors Retailers Erehwon & Overton's Instead

Marcus Lemonis has now apparently abandoned plans not only for Farrell's at The Battery Atlanta, but for Sweet Pete's, as well.  The large two-story space at The Battery that previously displayed signage for Sweet Pete's and Farrell's was quietly taken down over the weekend and replaced by signage for erehwon mountain outfitter and Overton's.  


Erehwon, an outdoor apparel company, was acquired by Lemonis's Camping World Holdings early this past January, Overton's, formerly a division of Gander Mountain, was acquired by Camping World last summer. The two retailers will share the roughly 10,000 square foot space.   

Erehwon currently has four Midwest locations with three Chicagoland area stores and the flagship location in the Milwaukee area.  An expansion to Atlanta is a bit odd, but is likely due to Lemonis's efforts to not default on his lease.

Carrying brands such as Arc'teryx, Birkenstock, The North Face, Patagonia, Marmot, Teva, Sperry, and S'well, Erehwon is similar in many ways to Mountain High Outfitters, High Country Outfitters and RAK Outfitters.  

Mountain High Outfitters operates two locations in metro Atlanta, High County four and RAK, a total of six, most of which are OTP in such cities as Calhoun, Kennesaw & Woodstock.   A source close to the development tells ToNeTo Atlanta that Mountain High was once close to signing on to The Battery but pulled the plug before the project opened.  

Overton's, primarily a catalog company, is based in Greenville, North Carolina and specializes in boating and watersports.  Overton's currently operates stores in Greenville and Raleigh, with its products also available in select Gander Outdoors stores, too.  


Based in Lincolnshire, Illinois, Camping World Holdings, Inc. is the nation’s largest network of RV-centric and outdoor retail locations.  Last year, Camping World acquired certain assets of Gander Mountain, a retailer of hunting, fishing, camping, and outdoor gear.  Gander Mountain previously operated a total of six stores in Georgia, all of which closed last year.  Now called Gander Outdoors, Camping World plans to reopen the former Albany location next month.   

Camping World also last year acquired TheHouse.com, an online retailer specializing in bikes, sailboards, skateboards, wakeboards, snowboards and outdoor gear; Uncle Dan’s, an outdoor gear and apparel shop; and W82 (formerly Windward Boardshop), a specialty store featuring snowboards, longboards, skateboards, outerwear, swimwear and accessories.  Given their similar merchandise, Camping World merged the websites of Uncle Dan's and Erehwon's into a single site.  

A source close to Lemonis indicated that there are negotiations underway to still open Sweet Pete's in The Battery, but in a much smaller space.

Calls placed to representatives for The Battery seeking comment were not immediately returned.

Are you pleased by the current and upcoming tenants in The Battery?  Do you think erehwon and Overton's will do well in The Battery?  What other types of businesses would you like to see open in The Battery?

Please share your thoughts below.   

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