Two La Mesa Boulevard Stores Closing

LA MESA -- Deena While, treasurer of the La Mesa Village Merchants Association, announced yesterday that two recent fixtures along La Mesa Boulevard in The Village will be closing.
One of the stores is While's own.

Readers, Inc., While's establishment, and Homeland Florist, which had served as the home for Santa during the most recent Christmas in the Village, will be closing While said in an e-mail to friends and colleagues.

She said today she intends to create a mobile version of her store and modify her store's website to take on-line orders.

Both stores operate in parts of the retail field which have been changing drastically in recent years with more competition from on-line merchants.

While had signaled before the last holiday season that this was a possible outcome for her store. She had opened in 2008 and the store was instantly a favorite among children, parents and grandparents who loved the quaint atmosphere, the train running around the store's perimeter and the collection of the latest in children's quality literature.

Homeland Florist was also a small, quaint establishment operating in a very competitive field with on-line providers, supermarkets, public markets and street vendors all crowding into that market.

It is not known yet what will become of the two locations on the boulevard. It is possible that a general drift to service providers and away from traditional retail stores will continue in an age when on-line commerce continues to grow and put pressure on "bricks and mortar'' establishments. There are now a growing number of professional offices -- like accountants, financial advisers and realtors -- hanging their signs along the boulevard while higher-traffic retail stores seem to be in decline.

According to While's e-mail announcement, the two departing stores are planning going-out of business sales:

Homeland Florist
All gift merchandise, and floral inventory is 50% off.
Store furniture and fixtures for sale.
Store Van 2004 Chevy Astro Cargo

Open this weekend Sun 9-5

Readers, Inc.
All Inventory 25% off
Store furniture and fixtures for sale.

Open next week M-F 10-6.

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Tags: Homeland Florist, La Mesa Today, La Mesa Village, La Mesa news, Readers, Inc.

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Comment by Sandy Buch on April 17, 2012 at 1:42pm

My daughter loved your store.  The books are precious, and your friendliness will be missed.

Comment by Joanne on April 15, 2012 at 12:49pm

Sooo sad.  We loved Reader's Inc.

Comment by Chris Lavin on April 15, 2012 at 11:39am

These are clearly dynamic times in retail. On an up note, I just stopped in at the new Sugar & Spice young girls store on La Mesa Boulevard across from Cosmos. We had a baby shower gift coming up and this new store is certainly hitting the ground running. They seem to have identified a needed niche and their decision to do free hair braiding on demand had girls lining up on a Sunday morning. Hearing from customers that they wanted baby items, they've quickly added a nice line of dresses and shoes for infant years. It is harder to buy clothing on line and no computer ever braided a child's hair for you. Hope springs eternal.

Comment by Lisa Moore on April 15, 2012 at 10:29am

A real shame for both these merchants and for the Village.  Brick & mortar retail businesses really have a tough time competing with on-line businesses....unfortunately that is the way the world is going right now.  Although I occasionally shop on-line, there is nothing like the face to face experience of a retail store such as the two that are leaving.  Good luck to Readers, Inc. on her new venture as well as Homeland Florist on whatever direction they will be pursuing. 

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