Rooms To Go brings land under contract near Millenia for 7th area store

Tampa-based furniture retailer Rooms To Go has a site under contract near the Mall at Millenia for what would be its seventh store in Greater Orlando, with prime highway frontage next to a growing competitor. 

Located at 4751 Vineland Road just south of the intersection with Conroy Road, the 5.9-acre parcel lies directly north of a site owned by City Furniture, where it's preparing to break ground on a 120,000-square-foot store, its first in Orlando.

Frankin, Tenn.-based UP Development owns the land, and filed a new Master Plan on Wednesday with the city of Orlando for a 59,000-square-foot Rooms To Go store. 

That MP will replace one that UP filed in October of last year for the site, which was for a speculative 140-key hotel and three retail outlets. 

Rooms To Go now has the entire 5.9-acre parcel under contract. Officials with the retailer did not respond to requests for comment on Thursday.

Rooms To Go was founded in 1990 with its first store in Orlando. It now operates approximately 150 stores nationwide, and has its nearest distribution center in Lakeland. 

This would be the seventh location for Rooms To Go in Greater Orlando, which currently has sites in Orlando, Altamonte Springs, Waterford Lakes, Kissimmee and Clermont.

City Furniture welcomes the competition, in part because clustering retailers that sell high-price point goods helps attract more prospective customers to a location. 

"We tend to like the same kind of spots, and when it's a really good one like that, having Rooms To Go next door will draw more people to the area," president Keith Koenig told GrowthSpotter. "They'll do well and we'll do well." 

City Furniture was recently granted its construction permit from the city of Orlando. Schmid Construction should break ground in the near future, he said, with the store's opening anticipated one year from now.

This is the last portion of 23 acres along Vineland Road west of the Mall at Millenia which UP bought in February 2016 for $15.5 million.

It later subdivided and sold a combined 7.56 acres on the southern end to auto dealers for Ferrari/Maserati and Porsche, which are now building two large multi-story showrooms. It then sold a 6.1-acre lot to City Furniture in April 2017 for $11.3 million.

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