Copperfield’s relocation makes room for Pier 1 Imports

Bel Aire Plaza shakes up tenant mix
2012-06-10T00:10:00Z Copperfield’s relocation makes room for Pier 1 ImportsJENNIFER HUFFMAN Napa Valley Register
June 10, 2012 12:10 am  • 

Copperfield’s Books is on the move, but shoppers won’t have to look far to find its new home. Napa’s only bookstore is relocating a stone’s throw from its current home in Bel Aire Plaza to a smaller space within Whole Foods Market.

Pier 1 Imports will move into the existing Copperfield’s space, said Craig Semmelmeyer of Main Street Property Services, Bel Aire Plaza’s leasing agent. The store should open in the fall, he said.

According to its website, Pier 1 first opened in 1962 with a single store in San Mateo. Today, there are more than 1,000 Pier 1 locations in 49 states, Canada and Mexico. The publicly owned company sells “distinct home furnishings and décor,” reads its website.

Copperfield’s is moving because it has more space than it needs, said Copperfield’s co-owner and founder, Paul Jaffe.

“The nature of bookstores has changed over the years, and the footprint for bookstores as a whole seems to be shrinking,” he noted. “Some people call it ‘downsizing,’ but we call it right-sizing.”

The bookstore’s new location was originally part of the Whole Foods Market. Years ago, Whole Foods divided the space to be subleased. Once Copperfield’s moves, it will have access to the culinary center and kitchen inside Whole Foods. The kitchen will remain inside Whole Foods, Jaffe said.

The new space was chosen in part because it is a good fit with the store’s new chef author program called “Copperfield’s Cooks,” said Vicki DeArmon, Copperfield’s marketing and events director.

The current Copperfield’s store is exceptionally spacious, DeArmon said. The number of books could fit in a store half as large, she said.

“We’ll be consolidating some of our inventory” in the new space, which is less than half the size of the current store, but customers shouldn’t notice the difference, she said.

This isn’t the only Copperfield’s to downsize, Jaffe said. The independent bookseller, which has six locations, recently relocated its Santa Rosa store to a smaller space.

“In order to run an independent bookstore, you need to have an affordable business model so you can continue to serve your customers,” DeArmon said. “We’re excited about the event space. It’s a beautiful demonstration kitchen.”

Pier 1 employs nearly 15,000 people worldwide, with more than 500 associates working in its corporate headquarters in Fort Worth, Texas.

According to Semmelmeyer, Pier 1 has been interested in Napa for a long time. “There is a big gap for lifestyle, home and tabletop” goods in Napa, he said. “I think they are a great addition.

“Their new store prototype is really nice, and we’re really excited to have them come to the shopping center.”

Semmelmeyer said Copperfield’s remains a strong draw for shoppers.

“The bookstore is a very important reason people come to the shopping center,” he said. “A long-term lease will allow (Copperfield’s) to be there for the long term.”

Cost Plus World Market could be considered a competitor to Pier 1. World Market sells original and handmade items from around the world, including home accents, international foods and wines and other decor.

“People like to cross-shop,” Semmelmeyer said. “They will walk between the two stores and other shops, and that’s a plus for us. It’s a way for us to create more drawing power.”

As businesses look to begin expanding after the recession, “Napa has become a top priority for many retailers,” Semmelmeyer said.

“Years ago, we had to push people to look at Napa,” he said. “The success of the tenants has reaffirmed that retailers want to be in Bel Aire Plaza.”

At the other end of the center, Umpqua Bank is getting smaller within its own building, leaving a 3,600-square-foot space available for a new tenant.

The facade of the former Hallmark store and current Pure Beauty store will also be renovated, Semmelmeyer said. He was unable to comment on other potential new tenants or tenant relocations.

“We want to be very selective and sign the right deals,” he said.

Copyright 2015 Napa Valley Register. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.

(23) Comments

  1. REPUBLICANKID
    Report Abuse
    REPUBLICANKID - June 10, 2012 12:21 am
    Good deal
  2. vocal-de-local
    Report Abuse
    vocal-de-local - June 10, 2012 1:55 am
    To Craig Semmelmeyer: It's a mistake having a Pier 1 and Cost Plus World Market in the same shopping center. Cost Plus will be driven out. Not a happy valley sort of situation if you know what I mean :~)
  3. rpcv
    Report Abuse
    rpcv - June 10, 2012 6:58 am
    “People like to cross-shop,” Semmelmeyer said. “They will walk between the two stores and other shops, and that’s a plus for us. It’s a way for us to create more drawing power.”
    Yes, I like to park in one place and walk from store to store at Bel-Aire, but I take my life in my hands when I do so. Now would be a good time to install some sidewalks, crosswalks and bike lanes in the shopping center. Let's work to make Napa more pedestrian- and bicycle-friendly.
  4. Solidarity
    Report Abuse
    Solidarity - June 10, 2012 7:06 am
    We totally need a Pier 1 next to a World Market. How diverse and competitive!
  5. wrkngmm
    Report Abuse
    wrkngmm - June 10, 2012 7:24 am
    We are sad to see Copperfields downsize but will still continue to shop there. As for "cross-shopping", we like to ride bikes with our children to Bel Aire Plaza but usually stick to one store on the perimeter, to try to cross the lot on foot, bicycle or sometimes even by car is a very complicated task! Yikes!
  6. Cadence
    Report Abuse
    Cadence - June 10, 2012 7:57 am
    It might help if the Bel Air pedestrians remember that part of the "parking lot" is in fact a city street. It doesn't look like a typical street but that's what it is. It's probably a good idea to look before you wander into the street and helpful to cross where there are 4 way stop signs.
  7. funnyme
    Report Abuse
    funnyme - June 10, 2012 8:54 am
    vocal-de-local said: "To Craig Semmelmeyer: It's a mistake having a Pier 1 and Cost Plus World Market in the same shopping center. Cost Plus will be driven out. Not a happy valley sort of situation if you know what I mean :~)"



    ROFLOL!


    OMG, "Pier 1 Imports" was once ONE locally owned mom & pop store...what happened????


  8. pettonap
    Report Abuse
    pettonap - June 10, 2012 10:23 am
    It's a sad commentary when Napa's only bookstore must downsize and a national chain selling cheap imported goods takes the larger space. So more people buy junk from China than books.... a sorry state indeed.
  9. SubValleyGirl
    Report Abuse
    SubValleyGirl - June 10, 2012 10:52 am
    Really?? We couldn't get a business in that space that is different from the other retail spots in the plaza?? Pier 1 in this situation is just redundant. I'm disappointed.
  10. carry on
    Report Abuse
    carry on - June 10, 2012 11:34 am
    vocal-de-local said: "To Craig Semmelmeyer: It's a mistake having a Pier 1 and Cost Plus World Market in the same shopping center. Cost Plus will be driven out. Not a happy valley sort of situation if you know what I mean :~)"


    Over time if only one survives I support World Market.
    Pier 1 stores do a lot of moving around,but maybe there is business for both in Napa? At least there isn't senseless
    controversy of the pros and cons like a new downtown business goes through.
    Competiton is good for both stores to improve the quality of their products

  11. jimmie
    Report Abuse
    jimmie - June 10, 2012 12:12 pm
    For such an important shopping zone, the pedestrian options are absolutely pathetic. There should be a main pedestrian corridor half-way between Whole Foods and Target. Then, you can get to the OSH/Cost Plus area via Target safely. I'm seeing a serious cross-walk with flashing lights embedded in the pavement and sidewalks connecting it all. It's almost criminal what walkers are asked to do there. With all the random pedestrians walking around, it would still improve traffic flow vs. what there is now.
  12. Mykdgirl54
    Report Abuse
    Mykdgirl54 - June 10, 2012 12:57 pm
    The City should REQUIRE the Bel Aire Plaza Management Co. to put in adequate pedestrian walkways if they are going to continue to cram more into what is turning into an "outdoor mall." That is assuming that the city still wants to use it as a thorough fair from Trancas to El Capitan Way - which in my opinion is ridiculous! Seriously, Imagine how unsafe the the premium outlets would be if freeway Dr ran right through it!?
  13. vocal-de-local
    Report Abuse
    vocal-de-local - June 10, 2012 2:07 pm
    jimmie said: "For such an important shopping zone, the pedestrian options are absolutely pathetic. There should be a main pedestrian corridor half-way between Whole Foods and Target. Then, you can get to the OSH/Cost Plus area via Target safely. I'm seeing a serious cross-walk with flashing lights embedded in the pavement and sidewalks connecting it all. It's almost criminal what walkers are asked to do there. With all the random pedestrians walking around, it would still improve traffic flow vs. what there is now."

    Excellent idea - flashing crosswalks. Everytime I walk from Whole Foods to OSH, It's a dangerous journey avoiding traffic. Pedestrians might still shortcut directly across the parking lot, though.
  14. John Richards
    Report Abuse
    John Richards - June 10, 2012 5:32 pm
    vocal-de-local said: "Excellent idea - flashing crosswalks. Everytime I walk from Whole Foods to OSH, It's a dangerous journey avoiding traffic. Pedestrians might still shortcut directly across the parking lot, though."

    If you cross at either of the two places where there are 4-way stop signs, I haven't found it to be much of a problem.
  15. jimmie
    Report Abuse
    jimmie - June 10, 2012 6:26 pm
    John Richards said: "If you cross at either of the two places where there are 4-way stop signs, I haven't found it to be much of a problem."

    Yes, John. True, but you still have to navigate the parking lot which is bad form for a shopping center. If they had a main walkway, the experience could actually be pleasant and I would be way more inclined to shop there.
  16. MyWrites
    Report Abuse
    MyWrites - June 11, 2012 12:59 am
    What a stunning decision to put 2 chains with similar attributes in the same shopping center! A better balance would be to have the Pier 1 across town, perhaps River Park or South Market Place. Then perhaps both would survive. "Cross-shop"? You've got to be kidding! One of these if not both businesses are liable to fail. Who thinks up this stuff? In this kind of a fragile economy it seems best to have as many businesses as possible survive.

    It seems Napa just can't tolerate diversity. Redundancy is the name of the game. Sameness is good, homogeneity is what we aspire to. No wonder so many Napans leave town to find different kinds of shopping. Look how long it took to get a Trader Joes. Seems like the planners here were more interested in another Vallerga's, Safeway, or similar. Meanwhile the residents were clamoring for a Trader Joes. I'm amazed we even got one. How many Targets, MacDonald's, KFCs or Taco Bells do we require before we feel safe enough to try something DIFFERENT?
  17. Esiuol
    Report Abuse
    Esiuol - June 11, 2012 12:55 pm
    Most books, by American publishing companies, are printed in China.
  18. vocal-de-local
    Report Abuse
    vocal-de-local - June 11, 2012 3:53 pm
    MyWrites, part of the problem is that some merchants are afraid to come into Napa. They only look at our population statistics and forget that there is also a tourist economy as well.

    The Bel Aire Center is right next to the freeway and has the potential to attract a lot of tourists and locals alike A few places that both tourists and locals would enjoy would be a Williams Sonoma, a Cowgirl Creamery, and a Pottery Barn. I think these would be far more appealing than a Pier One. As far as restaurants go, yes Yardhouse is somewhat of a chain but a good one! It would also do well here.
  19. MyWrites
    Report Abuse
    MyWrites - June 11, 2012 9:36 pm
    vocal-de-local couldn't agree more. And I do like the new center across the street. We shall see what happens. Unless there is something going on with the World Market that is not being shared with readers (plans to close?) this seems to be a bad decision. If, on the other hand, the plaza owners have knowledge of such a situation, it makes sense that they might try to replace it with something similar. We shall see.
  20. Crosscountrykid
    Report Abuse
    Crosscountrykid - June 12, 2012 12:34 pm
    Napa Local, please help us here and save us from ourselves. Two coffee houses across the street, now two import shops next to each other? Napa Local, where are you now that we really need you?
  21. spassmo
    Report Abuse
    spassmo - June 15, 2012 2:28 am
    Agree... I've walked across Bel Aire probably 100 times and never had an issue, what's with all the wussy pedestrians these days.
  22. gary b
    Report Abuse
    gary b - July 24, 2012 4:30 pm
    does anyone remember the name of the sporting goods store that was there before it was Copperfields?
  23. bjohnson12
    Report Abuse
    bjohnson12 - August 30, 2012 9:13 pm
    My wife and I are excited to see Pier 1 coming to Napa. That means we actually have somewhere else to shop besides Target and World Market. We recently went to one of their new stores in Redwood City and it looks totally different than their old stores. Much more modern looking and way nicer than their old stores. I couldn't believe it was the same company. Nice to see that bigger retailers are noticing Napa in this crappy economy. Welcome to Napa Pier 1. Some of us are happy to have you here.
Add Comment
You must Login to comment.

Click here to get an account it's free and quick