Sierra Trading Post's move across South Virginia Street to the former ShopKo building next to Whole Foods Market positions the discount apparel retailer in a more vibrant location, a company spokesperson says.
The move was prompted in part by an expansion into sporting goods and the desire to capitalize on the synergy created by Whole Foods customers. Matt Holmes, principal for Retail West of San Francisco, owners of the Whole Foods center, says the upscale health food and organic grocer pushed hard for Sierra Trading Post's relocation.
"Whole Foods is really interested in having these guys as a co-tenant," Holmes says. "Oftentimes tenants don't get involved, but they looked at this as a good opportunity. Sierra looked at Whole Foods, and 100-percent of their customer base has their lifestyle."
Sierra Trading Post will leave its 25,000-square-foot space near Target in South Reno and take about 31,000 square feet in its new location. Holmes says the company plans on re-vamping the architectural style of the new storefront.
Sierra Trading Post currently is adjacent to the former Mervyn's location that went dark in late 2008. The company plans on opening its new location on Aug. 12.
