Advertisement
  1. Business

Sundial announces its lineup of tenants; 90 percent leased

Most tenants at Sundial, at Second Street and Second Avenue N in St. Petersburg, are expected to open by late September.
Most tenants at Sundial, at Second Street and Second Avenue N in St. Petersburg, are expected to open by late September.
Published Aug. 7, 2014

ST. PETERSBURG — The veil of secrecy that has long shrouded Sundial is lifting now that the Edwards Group is announcing its lineup of 18 tenants. Most are planning on opening their doors by the end of September.

The mix includes 11 national retailers with locations around the country and seven with one or two stores on Florida's west coast. The newest names to surface are the Shave Cave, Tommy Bahama, Jackie Z Style Co., Juxtapose, Florida Jean Co., Swim 'n Sport and a return of Happy Feet.

They join the list of tenants already named in the Tampa Bay Times such as Ruth's Chris Steak House, Sea Salt, Tracy Negoshian, Lululemon and Michael Mina's Locale market.

The completely renovated downtown retail plaza is about 90 percent leased, Rick Baker, Edwards Group president, said Wednesday. One restaurant space and one retail space are yet to be filled. Some stores will open as soon as two weeks from now, though Baker did not specify which ones. The restaurants should serving by Thanksgiving.

When financier Bill Edwards first bought the all-but-dead BayWalk he said he wanted to create a place where residents could shop downtown for items they typically had to cross the bridge to find. Brands such as Williams-Sonoma and J. Crew were cited as types of retailers the center was after. As recently as July someone at a Suncoast Tiger Bay lunch asked Edwards if Apple was a potential tenant. "Maybe something like an Apple store," he replied.

None of those are coming.

Residents expecting a slew of big names might be disappointed by the lineup, but many of the lesser-known retailers will offer high-end brands that are new to the area. Clothing lines at various shops will include Joe's Jeans, Trina Turk, Lucky, Southern Tide and True Religion.

Now a man can buy a suit, eat a steak and get a hot towel shave while sipping whiskey. A woman can purchase a bikini, a cocktail dress and yoga pants and take a nap with pillow and blanket while getting a manicure. Children can be outfitted at L.O.L. Kids, which also caters to the posh, young crowd in New York City and West Hollywood.

All of this without leaving downtown.

"I'm not sure there's anything we didn't consider. We made a long list and contacted a lot of folks," Baker said. St. Petersburg itself wasn't a hard sale, but beckoning retailers who are so comfortable in malls and suburbia to a downtown location was tougher.

"If you look around the state of Florida you don't see many retail centers in the heart of downtown. Bringing (tenants) into a retail center in any downtown in general you have to convince people," he said.

Tenants are locked into "long-term" leases of at least five years.

Juxtapose Apparel & Studio was added toward the end of the leasing process because Sundial didn't have a home decor store in the lineup. The store, which has another location in Tampa's Hyde Park Village, carries fashion, home furnishings and one-of-a-kind pieces.

Florida Jean Co. has stores in Ybor City and St. Pete Beach. Along with the obvious, it also sells skin care and Brazilian footwear.

Jackie Z. Style Co. started on Sarasota's Main Street several years ago. The slogan on its website reads, "Whoever said money can't buy happiness simply didn't know where to shop."

Swim 'n Sport is a 60-year-old chain with 33 locations around the country. Don't let its age fool you. It's hip. The website offers three categories of bikini bottoms: full coverage, moderate coverage and minimal coverage.

The Shave Cave is the only tenant making its brick-and-mortar debut. The high-end barber shop is owned by the founders of St. Petersburg-based Mens Direct, which sells skin care and shaving products online.

Customers can order wine, whiskey or local craft beer to go with their haircut and shave.

The shopping complex formerly known as BayWalk has come a long way.

Contact Katherine Snow Smith at kssmith@tampabay.com. Follow @snowsmith.

ALSO IN THIS SECTION

  1. At the request of a state lawmaker, Citizens Property Insurance Co.’s board is again bringing in an outside evaluator to help the insurer decide if and how to cull its policyholder base. Pictured is  Sen. Jeff Brandes (R-St. Petersburg) (left) and Barry Gilway, CEO of Citizens. [Courtesy of Sen. Jeff Brandes and Citizens Property Insurance Co.]
    At the request of St. Petersburg Sen. Jeff Brandes, the insurer will look for ways to shrink.
  2. In addition to offering groceries through Prime Now, Amazon has just launched Amazon Fresh in Tampa Bay. (AP Photo/Mark Lennihan)
    The online retailer branches out beyond the Whole Foods’ organic products it already offers.
  3. Pinellas County Commission chairwoman Karen Seel said a Tampa economic development group's recent decision to put "Tampa Bay" into its name "does great harm to the progress we have made on regional collaboration."
    But in Tampa, the chief executive officer of the nonprofit, government-supported economic development group is giving no sign of backing off the new name.
  4. This holiday season could be a record for travel. According to AAA, the Auto Club Group. Pictured is traffic on the Bayside Bridge in Clearwater in October. [Times file photo] [CHRIS URSO  |  Times]
    According to AAA, the Auto Club Group, more Americans are traveling this year than previous years.
  5. Yankee pitcher CC Sabathia, who played 19 seasons before injuries ended his career this fall, greets children attending the Yankees holiday concert at the Straz Center in Tampa on Thursday. Sabathia was joined by his wife Amber, right. [New York Yankees]
    Long-time host and retired news anchor John Wilson passed the torch this year to a new emcee, his son Mark Wilson.
  6. NewSouth Window Solutions has a factory and its headquarters near Tampa, seven factory showrooms around Florida and in Charleston, S.C., and an eighth scheduled to open early next year in the Pensacola-Mobile, Ala. market. [LensLife Productions]
    The buyer is PGT Innovations and wants to expand. NewSouth has a factory in Tampa and eight showrooms, with a ninth on the way.
  7. Methamphetamine and drug paraphernalia sit along side the stolen DeWalt power tool and phony store receipt as evidence is collected on the hood of the car after as two men are arrested at the Home Depot at 10151 Bloomingdale Ave, in Riverview, on Tuesday, June 26, 2019. [DIRK SHADD  |  Tampa Bay Times]
    A Times report shows Hillsborough deputies struggle to stomp out tool theft networks tied to drugs.
  8. U.S. homeowners have gained an average of $5,300 in equity since September 2018.  [Associated Press] [JOHN BAZEMORE  |  AP]
    Nationwide, home equity increased an average of $5,300 per homeowner over the past year.
  9. This house on Schefflera Road in Tampa's Carrollwood area was occupied by squatters who say they are the owners. [SUSAN TAYLOR MARTIN  |  Times]
    "We were constantly asked, ‘What’s going on with that house?' "
  10. Frontier Communications this week launched tools to combat robocalls better. Pictured is a Frontier flag flies outside Frontier's regional office in Tampa in 2015. [Times file photo]
    The internet, phone and cable provider will help its customers better identify spam and fraudulent calls.
Advertisement
Advertisement
Advertisement