Work crews install the lettering Dec. 6 on the main sign outside the new Dunham's store in Burlington's Fox River Plaza. (Photo by Jennifer Eisenbart)

Store is tailored to local market, CEO says

By Jennifer Eisenbart

Staff writer

The parent company of Dunham’s sporting goods has confirmed that it’s new store in Burlington’s Fox River Plaza Shopping Center will open Dec. 16.

The announcement was made Monday, Dec. 12, by Jeff Lynn, chairman and CEO of the Waterford, Mich., based Dunham’s Athleisure Corp. The store, at 1120 Milwaukee Avenue, will open at 9 a.m. with a ribbon cutting ceremony.

“Our market research has indicated that the Burlington area fits perfectly into Dunham’s growth strategy and we are excited about our continued expansion in the state of Wisconsin,” Lynn said.

The new store, according to Lynn, will be tailored to the local market with a larger selection of athletic and outdoor apparel as well as expanded hunting and fitness departments.

The store, in the former Pick ‘n Save building at the northeast end of the center, has been seeing plenty of traffic in the past week and a half, and the store’s outdoor sign appeared to be coming together Dec. 6.

City Administrator Kevin Lahner was pleased to see the newest addition to the center ready to open.

“It’s nice to see a new retailer in town,” Lahner said. “Hopefully, it will drive additional retail to that center.

“That’s what’s most important, keeping that a viable retail center.”

However, he knew nothing about further additions to the shopping center.

“If people are talking, they’re not talking to me,” said Lahner, who added that he’s been in pretty close contact with the development group running the center – Brixmor Development, formerly Centro.

However, while rumors have jumped from possibly Target coming into the former Kmart space to Michael’s – a crafting store – possibly coming in, Lahner said he has not heard anything “from any credible source.”

“When it comes to retail, the city plays a relatively minor role,” Lahner explained. “It’s really the market forces that drive retail development.

“Obviously, the corridor is a good corridor,” he added. “Obviously, the center needs some attention from that development group – and hopefully it’s getting that.”