Business

The Forum faces store closings; new owner, new openings may spark turnaround

Published

2 years ago

January 14, 2022

Nathan Deen

Williams-Sonoma at the Forum on Peachtree Parkway (Photo by Nathan Deen)

After nearly 20 years, Williams-Sonoma is in the process of closing its location at The Forum in Peachtree Corners. In the same mall, affordable women’s clothing store Dress Up has already closed its doors to shoppers.

Lindsey Hymel, marketing manager at The Forum, confirmed Dress Up has ended its lease, and the store is no longer listed on The Forum’s website.

Hymel said she could not comment on the status of Williams-Sonoma, the kitchenware and home furnishing company based in California that has two other metro Atlanta store locations in Alpharetta and Marietta. As of this report, the store is still operating at The Forum.

However, Williams Sonoma has placed a sign in its window announcing that it is closing soon and is in the process of selling off its current inventory.

Mario Mireles, an Atlanta-based commercial real estate property manager who has no specific knowledge of the Williams Sonoma situation, speculated that the closure could be due to a combination of poor sales and lease longevity.

“Williams-Sonoma, like some of the better-known names in The Forum has a very favorable lease deal — usually only pays a small percentage of sales as rent, both due to the low overall occupancy of the property and the landlord’s desire to keep the well-known stores in the property as a method to attract other retailers,” Mireles said.

“Due to its longevity at the property, Sonoma may have well been on a month-to-month agreement that is easily terminated. Depending on the location as well as the chain’s regional and national performance, retailers like Sonoma are opportunistically culling their locations as circumstances allow them. They could devote those resources to another store and see a sizeable increase in sales.”

New mall owner rumored

The Forum is currently managed by commercial real estate firm Bayer Industries, but a new opener could be announced soon, according to District 3 City Councilman Alex Wright

In an interview with Peachtree Corners Magazine, Wright said the most likely buyer could be North American Properties, which owns the Avalon mall in Alpharetta as well as the Atlantic Station mall in downtown Atlanta and Avenue East Cobb in Marietta.

A recent analysis by Forbes magazine shows that as the world moves toward a post-pandemic phase, physical retail is on the rise again. Even with online shopping becoming more prevalent, there is still an overall increase in demand for retail real estate.

New stores could appeal to fitness community

While The Forum is losing two stores, it’s already added a new one, and two more are on the way, according to a press release.

Versona, a women’s fashion boutique owned by The Cato Corporation, opened to the public on Dec. 16 and became the brand’s ninth location in Georgia. The Forum location is managed by Norcross resident Tina Cehic and is open from 10 a.m. to 9 p.m. Monday through Saturday and noon to 6 p.m. on Sunday.

“Versona promises to be a fun shopping experience where women can find unique, on-trend styles at a great value,” said Cato Corporation president and CEO John Cato. “We are excited about our newest Versona store opening at The Forum on Peachtree Parkway.”

The other two stores could catch the eye of the health and fitness community within Peachtree Corners. Club Pilates, a studio fitness center that offers full-body workouts and a diverse range of classes, will take over the space previously occupied by Gigi’s Cupcakes, while Chopt, a chain restaurant specializing in inventive salads and sells 17 house-made dressings, will take up a portion of the former Atlanta Bread Company.

Hymel said there are monthly pop-up fitness classes at The Forum, which indicates Club Pilates will fill a big need within the Peachtree Corners community.

“Peachtree Corners is already a fitness community,” she said. “Once a month, we’ll bring in a gym to do pop-up fitness, and that’s already gone well.”

Out of 100 metropolitan areas, personal finance website WalletHub ranked the Atlanta area at No. 23 for active lifestyles making it an attractive market for fitness-related businesses.

Pilates is a low-impact, mind-body exercise routine that works to strengthen muscles and improve posture and flexibility.

According to its website, Club Pilates offers nine types of Pilates classes as well as a range of equipment that includes TriggerPoint foam rollers, TRX springboards, EXO-chairs “and other equipment designed to build strength, mobility and stability.”

Keeoma Page, owner and operator of the Club Pilates location at The Forum, said Club Pilates brings affordability to what is normally an expensive workout method.

“Pilates is super-expensive, and Club Pilates allows it to be affordable,” Page said. “Everyone has their own piece of equipment, which is totally unheard of. Club Pilates scaled it in a way so they could bring Pilates to the masses.”

Club Pilates thrives from its membership packages, Page said, and she’s already had more than 50 people sign up well ahead of its spring opening. The club offers packages of four classes a month, eight classes a month, or unlimited classes.

Page said she has been looking for the perfect venue since she became the owner of her franchise three years ago. The location at The Forum will be the 14th to open in the metro Atlanta area.

“It’s such a perfect fit for Peachtree Corners,” she said. “People already know about it. I’m not introducing anything they haven’t already heard of. It’s a very active area.”

Club Pilates and Chopt will also be located near the Press Blend Squeeze juicer, Hymel said, making The Forum a one-stop destination for people looking for a good workout and a healthy meal.

“They’ll all be next to each other, so it’s really going to be a good mix for that fitness-minded community,” Hymel said.

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Nathan Deen

Freelance journalist and content marketer, author and aspiring Screenwriter. Nathan has written for Savannah Morning News, The Brunswick News and the Bayonet and Saber.

Business

VyStar Credit Union Continues Growth in Georgia with the Opening of a Peachtree Corners Branch

Published

1 week ago

May 9, 2024

Peachtree Corners Magazine staff

A grand opening and ribbon cutting ceremony is scheduled for May 29, 2024

VyStar Credit Union has to announced that its Peachtree Corners location is now open at 5125 Peachtree Parkway in Peachtree Corners. This is VyStar’s fifth full-service branch in Metro Atlanta and joins branches in Stockbridge, Suwanee, Smyrna and Marietta.

In support of its purpose to “Do Good,” VyStar partners with non-profit organizations across the communities it serves. VyStar will make a $5,000 donation to the Rainbow Village to celebrate the grand opening of the Peachtree Corners branch at the ribbon cutting event in late May.

“VyStar’s first branch in Gwinnett will provide residents and business owners with better banking options, including free checking, access to early direct deposit, great rates, financial wellness education through VyStar’s Financial Fitness initiative, and unbelievable member-centric service that only a credit union can provide,” said VyStar EVP/Chief Operations Officer Chad Meadows.

The Peachtree Corners branch features VyStar’s digital-forward design, which enhances how employees connect with members. This includes interactive touchscreen kiosks that provide financial tools and allow members to quickly explore the latest products, services and rates.

Lobby and drive-thru hours for the Peachtree Corners branch are Monday through Thursday, 9 a.m. to 5 p.m. and Friday, 9 a.m. to 6 p.m.

VyStar continues to work with local organizations to build up the communities it serves. In Metro Atlanta, that includes supporting the Atlanta Community Food Bank, Junior Achievement of Georgia, Frontline Housing Inc., H.E.R.O. For Children and many others.

“Each time VyStar opens a new branch, it is another opportunity for us to support our purpose to Do Good. With eight full-service branches now in Georgia and our first Contact Center in Metro Atlanta, VyStar is able to provide residents and area businesses with exceptional financial products along with personalized service,” said VyStar SVP/Georgia Market President Janean Armstrong.

VyStar has seven additional locations in Georgia: Marietta, Smyrna, Suwanee, Stockbridge, Brunswick, Savannah and Thomasville, with plans to open branches in Pooler, Kingsland and Peachtree City over the next year.

The credit union is also expanding its services in Florida with a third branch in Tallahassee scheduled to open in May followed by a branch opening in the Lake Nona area in August.

To celebrate the grand opening, the community is invited to a ribbon cutting ceremony on May 29, 2024, at 10:30 a.m. Learn more about the Peachtree Corners branch.

Business

Kendra Scott Opens New Store At The Forum

Published

3 weeks ago

April 26, 2024

Peachtree Corners Magazine staff

Kendra Scott

Kendra Scott is celebrating the opening of its newest store in Peachtree Corners the weekend of May 10 at The Forum.

Upon opening, the 2,263 square foot store will display Kendra Scott’s current collections. The store will also showcase the brand’s unique Color Bar, offering shoppers an interactive experience to create customized jewelry in minutes and leave with it in hand.

Worn by celebrities including Hailey Bieber, Camila Cabello, Mindy Kaling, Zendaya and Kelly Clarkson, Kendra Scott’s collections are known for their custom-created stone shapes, genuine materials and design details.

This will be Kendra Scott’s first store in Gwinnett County, which joins five other retail locations in Georgia.

The brand will continue to show its support for the community through partnerships with non-profits and local businesses. For the grand opening weekend, Kendra Scott Peachtree Corners will host various non-profits for Kendra Gives Back events, donating a percentage of proceeds directly back to the causes.

Kendra Scott hosts more than 10,000 Kendra Gives Back events in retail stores annually and looks forward to establishing relationships and connecting with the Gwinnett County community.

“We’re excited to continue introducing the community to new brands, bites and events at The Forum as part of our vision to create downtown Peachtree Corners. Kendra Scott will be a welcome addition, providing our guests a top-notch experience to shop its unique offerings in person,” said Charlotte Hinton, The Forum marketing manager.

Doors will open on Friday, May 10, at 10 a.m. with celebrations throughout the weekend, including giveback events, gifts with purchase and giveaways. RSVP for more details here.

Upcoming events:

Friday, May 10 from 10-12 p.m. – Kendra Scott Peachtree Corners is partnering with The Forum for a VIP event. Supporters who spend $100 will receive a special jewelry gift with purchase.* Guests will also enjoy refreshments from Giulia, The Italian Bakery.
Friday, May 10 from 5-7 p.m. – Kendra Scott Peachtree Corners is partnering with the Norcross High School Cheer Team and donating 20% of proceeds. Supporters who spend $100 will receive a special gift with purchase* Guests can also receive a custom embroidered bow from Quiet Hours Embroidery with purchase.
Saturday, May 11 from 4-6 p.m. – Kendra Scott Peachtree Corners is partnering with Spectrum Autism Support Group and donating 20% of proceeds. Supporters who spend $100 will receive a special gift with purchase.* Guests will also enjoy complimentary cotton candy from Wonder Soirée with every purchase.
Sunday, May 12 from 12-2 p.m. – Kendra Scott Peachtree Corners is celebrating the Community of Motherhood. Supporters who spend $100 will receive a special gift with purchase.* Guests will also receive a complimentary Mother’s Day bouquet of flowers from Nancy’s Flower Truck.

*One per person while supplies last.

Kendra Scott Peachtree Corners is located at 5155 Peachtree Parkway, Suite 710 in Peachtree Corners at The Forum. For companywide updates and product details, follow @kendrascott on Facebook, Twitter, and Instagram.

Business

BRACK: Peachtree Corners to lose Peterbrooke Chocolatier

Published

4 weeks ago

April 19, 2024

Courtesy of Elliott Brack's Gwinnett Forum

Scottt Gottuso and Geoffrey Wilson. Photo provided.

Peachtree Corners will soon lose one of its most iconic, popular and tasty businesses.

Peterbrooke Chocolatier, run by Geoffrey Wilson and Scott Gottuso, has been told by Peachtree Forum landlords, North American Properties and Nuveen Real Estate, that its lease will not be renewed. The last day of business will be July 25.

Meanwhile, Peachtree Forum is getting several new stores. They include Kendra Scott, Sucre, and The NOW Massage. Previously announced were Alloy Personal Training, Cookie Fix, Gallery Anderson Smith, Giulia, Lovesac, Nando’s Peri-Peri and Stretchlab. Wilson adds: “We are not in their big picture.”

Wilson has operated Peterbrooke at the Peachtree Forum for 14 years and Gottuso has been there nine years. They have made the chocolatier profitable and doubled sales. Wilson says: “We turned it around through community involvement and made relationships. We worked with the schools, gave donations, did a lot in the community, and made a difference. We produce most everything we sell in the shop, so it’s labor intensive. We make European-style chocolate treats from scratch from the very best ingredients, package it, make gift baskets, and also sell a lot of gelato.”

Key items include truffles, hand-made caramels, cherry cordials, chocolate-covered cookies and pretzels and strawberries hand-dipped in their own blend of chocolates. (They are all good!) One of Wilson’s and Gottuso’s most iconic products is chocolate popcorn. Once you try it, regular popcorn is tasteless. “We sell a lot of it.” Wilson adds: “Gelato sales have carried us in the summertime, since there are not many chocolate holidays in the summer.”

Peterbrooke now has five employees, and would like to have 10, but it is difficult to hire people with the skills in chocolatiering. A key part of its business is corporate companies, such as Delta Air Lines and Capital Insight. The Peachtree Corners’ Peterbrooke has corporate customers as far away as Cleveland, Ohio.

The operators were surprised when the Forum owners did not renew its five year lease. “The big decisions were made in Charlotte or Cincinnati, not locally,” Wilson feels. “We were no longer in their big picture. They want new and glitzy, shiny, fancy and trendy.”

The operators plan to start their own chocolate company, to be called “Scoffrey,” and initially sell online, plus have pop-up locations during holidays, and possibly have a booth in other merchants’ stores on occasions.

“Whatever we do would look different. We might rent a space somewhere close by so that people can still have the good chocolate experience with us, but we won’t have a regular audience walking by.”

Another element: the price of chocolate futures has spiked this year, with a bad crop production year. Wilson says: “That is key to our business and a huge cost increase. That doesn’t help.”

Wilson adds that the forced closing of the Peterbrooke location “is something like the death of a friend. But you go to the funeral and to the wake, and in six months or a year, It won’t be so bad.”

Have a comment? Send to: elliott@elliottbrack

Written by Elliott Brack

This material is presented with permission from Elliott Brack’s GwinnettForum, an online site published Tuesdays and Fridays. To become better informed about Gwinnett, subscribe (at no cost) at GwinnettForum