It was a welcome sight not often seen at the Middletown mall during the past decade, and certainly not since Dillard’s closed its doors there in 2008. But for city officials, residents and the mall’s owner, the opening of Burlington represents fresh hope for a new day.
“Middletown is excited to see redevelopment at the Towne Mall,” said Mayor Larry Mulligan.
George Ragheb, one of the investors behind the California group, SA Mary Ohio LLC, that bought the mall in October 2012, added: “It’s an exciting day. I’m expecting significant interest in the mall with the opening of Burlington. I know this store will do very well and will be competitive with other top performing stores.”
Burlington is one of several recent pieces of economic good news in the city’s East End. Last month, AK Steel Corp., Middletown’s largest employer, announced it would be building a new $36 million research and development center on the opposite side of Interstate 75 from the mall.
In addition to another retail clothing option for residents, Burlington also brings with it 75 new jobs to the city. Renee Williams, store manager, said most of the employees at the new location are from Middletown.
Once deemed a “dead mall,” Towne Mall Galleria has “a lot of activity going on” now, said Ragheb, who hopes to have some more tenant announcements soon.
“Our commitment to this project has never wavered,” he said. “We’ll continue to grow, and my partners and I remain very committed to this project. This is the beginning of well-positioned retailers coming to the community. This is the foundation.”
The store opened to the public on Wednesday for a “soft opening” so store employees could work out any last-minute issues before today’s ribbon-cutting. Scott Lee, a Burlington regional vice president, said the company expects the Middletown store to do more than $6.5 million in sales during the first year and be competitive with its sister stores in the Cincinnati, Dayton and northern Kentucky.
Williams, who came from the store in Miamisburg near the Dayton Mall, said Middletown shoppers would always tell her that they could not wait for their store to open.
“We’ve had a nice welcoming from Middletown,” she said.
Burlington is leasing space formerly occupied by Dillard’s at 3455 Towne Blvd. Dillard’s department store closed in 2008. The Burlington store was to have opened last fall, but due to unforeseen construction delays, the opening was postponed until today. The “coming in spring 2015” banners that had been on the building were replaced with “Now Open,” banners.
Before the doors were opened, a truck pulled up and store employees filled it up with boxes of merchandise to be distributed to local charities. Lee said about $18,000 of merchandise was presented to the Burlington Gives Back program, which donates new merchandise to local charitable agencies in communities surrounding Burlington locations. The company will make a contribution to locally-based Seven Hills Neighborhood Houses, which provides services and programs that address the evolving needs of their neighbors and strengthen families, children, seniors and individuals.
Customers who visited the store were excited and seemed pretty pleased with the merchandise selection in the store. Some who said they were regular shoppers at the Miamisburg store said they have been waiting for sometime for Burlington’s Middletown store to open.
“I love this store,” said Betty Townsend, of Trenton. “It keeps us from having to go to Miamisburg. This is a short way to come.”
Townsend who was shopping with her daughter said they would also be back at the store on Saturday when the first 500 customers will get a free tote bag.
“I’m very excited about this store,” said Pam Goforth of Middletown. “I used to shop at the Burlington store by the Dayton Mall but I think the Middletown store will do better because it’s bigger. Middletown needed another store since Target went out; there was no other place to shop.”
Eugene and Barbara Worley of Franklin were regular customers at Burlington’s Miamisburg store but said they liked what they saw today.
“So far, it’s enjoyable,” Eugene Worley said. “The prices seem to be right, and you have people on the floor to help you.”
Barbara Worley said she liked the wide selection of items in the store’s housewares area.
Susan Alexander of Middletown said she used to drive to the Burlington’s store on Ridge Road in Cincinnati but is glad the Middletown store is now open.
“I liked that store because the prices were good there,” she said. “The prices here seem to be comparable and that’s a good thing. I love it.”
A special customer day is planned for Saturday with gift card giveaways, face painting and popcorn, according to a news release from the retailer.
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