Eastern Mountain Sports will expand its East Coast presence with the introduction of a new store location at Pittsford Plaza in Rochester, N.Y. Opening this September, the store, which relocated from Henrietta, N.Y., will double in size from its original location. Located within minutes of the Erie Canal and Heritage Trail bike path the Pittsford Plaza store will also feature a full-service bike shop and a wide selection of specialty backcountry ski gear.
The Pittsford Plaza store, 15,000 square feet, will be located at 3349 Monroe Street and will open with a weekend-long community celebration featuring an in-store adventure movie night; free food from local vendors including black&blue steak&crab restaurant, Camilles Café and Cold Stone Creamery; live blues tunes from local band Smoke House; on-site mountain bike stunt exhibitions and an interactive demonstration by Leave No Trace. One percent of the proceeds from the opening weekend will be donated to the Genesee Valley Chapter Adirondack Mountain Club.
“New York is home to fifteen Eastern Mountain Sports stores. Pittsford Plaza is the third store developed this year with our new, expanded format that has been very popular and successful for us,” said Will Manzer, CEO and president of Eastern Mountain Sports. “Rochester is an important market for Eastern Mountain Sports. We have been embraced by the outdoor community here, and through local support, we are able to bring even more offerings and double the size of our presence at Pittsford Plaza.”
Since late 2004, Eastern Mountain Sports has been under new management led by Will Manzer, formerly of Perry Ellis menswear. The company has embarked upon a focused plan to: connect the Eastern Mountain Sports brand to younger consumers; re-energize its real estate from malls to freestanding lifestyle centers, and return the brand to its original climbing and outdoor roots.
