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Major retail development planned for Wauwatosa

Shop Talk

The Journal Sentinel business department follows developments in the local retail industry

March 11, 2011

By Doris Hajewski of the Journal Sentinel

March 11, 2011 0

Nordstrom Rack, Dick's Sporting Goods and Container Store could be among the tenants at a new retail center planned for the site of the old Roundy's property on W. Burleigh St. in Wauwatosa.

No stores have been announced for the 69-acre site, known as the Burleigh Triangle, but a proposal for a multi-use project there will be submitted to the city on March 23, said developer Timothy Blum of HSA Commercial in Chicago, the owner of the site. The entire development would eventually grow to over 1 million square feet.

The 250,000-square-foot retail part of the project is being compared to HSA's successful project at Orland Park Place in the suburban Chicago area. Orland Park has a Nordstrom Rack store and Dick's Sporting Goods, as well as other retailers who typically locate in open-air shopping centers rather than malls. Sources said those stores and the Container Store are expected to be part of the Wauwatosa center.

Nordstrom Rack is the discount arm of the Seattle-based upscale department store chain, and it is the division that Nordstrom has been expanding during the recession. The Rack stores have large shoe departments and an apparel offering of lower-priced clothing than is typically found in the Nordstrom department stores.

If the project is approved, HSA would like to break ground on the project this fall. The retail portion would be placed in the former distribution center, which fronts Highway 45. Blum plans to chop off the front quarter of the building, facing the highway and create a new retail facade. Parking would be in front of the building, along the freeway.

The design gives the center visibility to the freeway, Blum said.

"This is a creative way to get things started now, to clean up the ugly warehouses and to tap into what little demand there is for development, " he said.

The so-called Burleigh Triangle is bounded by Highway 45 to the west, Burleigh on the south and the Union Pacific Railroad to the east.

HSA's initial proposal for the site consisted of additional office and residential components. But the challenging economic times make it necessary to scale back and develop the property in phases, Blum said in his announcement.

HSA plans to market the site to best-in-class soft goods, electronics and furniture retailers that would be new to the Milwaukee area, Blum said.

"We are very complementary to Mayfair mall and would help strengthen that entire Mayfair corridor," Blum said.

I am working to add details to this story online and in print.

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