Dry Falls Outfitters has been so successful at the Macon Mall since it opened nearly four years ago, the company decided it needs to have a second store in the northern part of the county.
Dry Falls is going in The Prado shopping center in the 1400 block of Forsyth Road, company President Bud Turner said.
“Macon is such a big town, we just didn’t think one store serviced the entire town,” Turner said. “The one on south side pulls from Warner Robins and all the colleges down there that we had so many requests to put one on the north side.”
Dry Falls focuses on casual outdoor apparel at a higher price point than some chains, with brands such as North Face, Patagonia and Columbia. It also carries backpacks, outdoor stoves, sleeping bags, hiking boots and shoes.
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At about 1,200 square feet, The Prado store will be smaller than the Macon Mall store, and it won’t carry as much merchandise, “but it is part of the same family,” he said.
Turner said he was approached by a co-owner of the shopping center who thought a store catering to men would be a good addition to the mix there. So, the new store will do that with its merchandise.
The store’s location also is strategic for the company.
“Really the whole thinking is we want to have our store in Macon, and we don’t want somebody else to come in after we’ve worked so hard to build a brand and put a store in north Macon and potentially hurt our store,” Turner said. “It’s little bit of a defensive move.”
The store would employ four to eight employees, depending on volume and “the level of customer service we need to provide,” he said. Some employees would be moved from other stores and some will be new hires.
“What we’re real excited about is how well the store is doing on Eisenhower (Parkway),” he said. “So we’re not trying to compete with ourselves. We’re just trying to broaden our audience. We have three stores, excluding this new one, that are all about the same size. One’s in Macon, one’s in Griffin and one’s in LaGrange. The one that does the best is the one on Eisenhower. That’s our No. 1 store.”