Montgomery Village Added New Retail Tenants in Santa Rosa
Local property owners should track the mix of national and local tenants as new businesses drive foot traffic to the center.
Updated on Oct. 8, 2026 in Openings & Closings
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Montgomery Village has expanded its retail footprint with several new store openings, including a studio for ear-piercing service provider Rowan. The center continues to integrate a mix of national brands and local concepts into its 70-year-old site.
Why it matters
The deliberate curation of diverse tenants helps maintain the relevance of legacy retail properties in an evolving competitive landscape. For local operators, the arrival of new retailers often shifts regional consumer traffic patterns and creates potential for increased cross-promotional activity.
Montgomery Village has maintained its status as a commercial hub for over 70 years, now supporting new entrants alongside established national chains that operate between 80 and 162 locations nationwide.
The players
Montgomery Village
A 70-year-old commercial shopping center in Santa Rosa that hosts a mix of regional and national retail tenants.
Rowan
A specialized retail chain with over 100 locations nationwide that employs licensed nurses for ear-piercing services.
WS Development
A real estate investment and management firm that purchased Montgomery Village in 2021.
The details
Management at Montgomery Village utilizes a hybrid strategy by recruiting both established national brands and local startups to populate the site. This operational model relies on matching high-frequency service providers, such as those employing licensed professionals for specialized care, with traditional retail storefronts to maximize recurring customer visits. The property, owned by WS Development since 2021, aims to balance tenant diversity to ensure sustained occupancy levels.
Timeline
September 2026: Great Company opened its retail store.
October 1, 2026: Cabuya Yoga began offering classes.
October 17, 2026: Rowan opens its new North Bay studio.
Early-to mid-2027: Madewell and Palmetto Superfoods arrive.
Market Landscape
The current retail expansion follows the strategic roadmap initiated by WS Development after its 2021 acquisition of the property. This leasing activity mirrors industry trends where legacy shopping centers prioritize service-based tenants to counter the decline of traditional department stores.
Operators in the area should monitor how these new tenants influence peak-hour traffic and customer demographics in the surrounding district. Evaluate your own business's proximity to these anchors to determine if there are opportunities for referral partnerships or joint marketing efforts.
The takeaway
Property-wide tenant diversification serves as a key signal for local economic health and evolving consumer demand. Monitor the performance of incoming service-based retailers as a barometer for how your own location might adjust its service offerings to match regional trends.
Further reading
For more updates on regional commercial shifts, visit Openings & Closings.
Source note: This article includes information reported by Santa Rosa Press Democrat.
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