Wauwatosa is set for a major retail boost with SCHEELS confirming their new destination at Mayfair Mall, and it's not just sports enthusiasts who should be excited. Opening in spring 2027, the 210,000-square-foot mega store represents a new phase for a beloved shopping center. According to FOX6 News, the store will take up residence in the former Boston Store space.
Featuring not only an expansive range of sporting goods, but also interactive games, a candy shop, and a cafe, the SCHEELS location aims to be a one-stop entertainment hub. As reported by WISN, this addition is expected to generate approximately 500 jobs, potentially becoming one of the largest employers in the area, second only to the medical center.
The anticipation for SCHEELS is palpable. "SCHEELS has been serving communities in Wisconsin for the last 30 years and we’re excited to expand our service into the Milwaukee metro," SCHEELS CEO Matt Hanson stated, as obtained by CBS58. The expansion into Wauwatosa follows successful ventures in other Wisconsin cities like Appleton and Eau Claire. Meanwhile, Brookfield Properties is looking forward to the diverse retail experience SCHEELS will bring. Jonathan Kramer, president of Brookfield Properties’ retail business, said, "Scheels will make an already thriving mall even better."
The SCHEELS undertaking is just a slice of a larger redevelopment plan for the Mayfair Mall area, which includes the building of 900 apartments over the next 12 years. Approved by the Wauwatosa Common Council back in 2023, the execution waited for new retail life to reinvigorate the former department store location. Clearly, the coming of SCHEELS is meant to act as a catalyst for broader change and sustainable growth in the local economy.
