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| | | (SPECIAL/www.northfulton.com)
Dover Saddlery’s Alpharetta store will be its first retail outlet in Georgia. | |
August 26, 2008
www.northfulton.com
ALPHARETTA – Dover Saddlery Retail plans the grand opening for its new store in Alpharetta, during the weekend of Oct. 10-12, 2008. Celebrations will begin with a ribbon-cutting ceremony at 9 a.m. on Friday, Oct. 10.
The equestrian supplier, known for both its online catalog and retail stores, has been remodeling a large section (10,000 square feet) of the former Ingles grocery store in Stonewood Village Shopping Center at 670 North Main St., Alpharetta. The property owner has been performing major exterior renovations to the entire center this summer.
Dover's strength in picking retail locations has been its large database of equestrians in the United States.
"We fill the database with our mail order business," said Janet Nittmann, spokesperson for the company. "By looking at our ZIP codes, we know Alpharetta is an area of strong equestrian interest. That's the reason we picked Alpharetta as our first store in Georgia."
Nittmann acknowledged the company has taken into account the weaker economy, scaling back its earning projects and reducing the number of stores it planned to open from four to six, down to three.
She said the minute the word got out in February about Dover's plans for an Alpharetta store in the Revue & News, bulletin boards, blogs and chat rooms, interest was very high.
"We believe this will be a very successful grand opening from feedback we are already getting," Nittmann said.
This is the farthest south the company has been with a retail store, though it has many catalog and online customers, she said. However, most people prefer to shop retail if given the chance. Dover customers will be able to try on products and feel the experience, she said.
"It's not a new brand opening up in the area, it's a brand that's very well known," she said.
More than equestrian supplies, the store will mean new jobs.
"We will be hiring local people. We only hire equestrians," Nittmann aid. "All the local horse-crazy people flock to the store."
It's a fun job for someone who enjoys horses and enjoys retail, she said, and it includes generous employee discounts.
Equestrians will discover the finest brands of riding apparel, tack and horse care supplies, according to company president and CEO Stephen L. Day. Grand opening specials and a free drawing to win a $500 Dover Saddlery shopping spree will be held. Riders can be measured for custom boots and coats or arrange to take home a new saddle for a test ride. Representatives from leading equestrian brands, as well as Dover Saddlery product advisors, will be on hand to answer questions, provide advice and give away prizes or free samples.
"We look forward to opening our first store in Georgia and serving the Atlanta area," said Day, in a news release. "I enjoy seeing the reaction of our customers when they first enter our stores, smell the leather and see the incredible array of products. When I see that positive reaction I know that we have achieved our goal of creating an outstanding retail shopping experience for avid equestrians!"
Store hours during that weekend will be 9 a.m. to 9 p.m. on Friday and Saturday and 11 a.m. to 6 p.m. on Sunday. The store is in the Stonewood Village Shopping Center on 670, North Main Street in Alpharetta.
For map and directions visit www.DoverSaddlery.com.
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