NEW-LOOK CENTER IN STORE FOR VALLEY.

Byline: Brent Hopkins Staff Writer

WEST HILLS - Home Depot, several retail superstores and the return of a multiscreen movie theater will come to the Fallbrook Mall when its massive renovation is complete, officials announced Monday.

A 115,000-square-foot Home Depot, Linens 'n Things and a Designer Shoe Warehouse have been announced as tenants opening in the fourth quarter of 2002. In addition, mall owner General Growth Properties has letters of intent to open in the revamped center from Laemmle Theatres, Party City and organic foods center Henry's Marketplace.

Laemmle, which will take over the General Cinema screens that went dark when the chain pulled out from the mall last year, liked the theaters' high-tech equipment and safe neighborhood.

``Our customer base wants a safe and clean environment,'' said Jay Reisbaum, director of development and operations for Laemmle. ``We attract from a wide radius, because people will travel long distances to see our films. It will certainly help to have a reinvigorated mall.''

Camille Harris, marketing director for Designer Shoe Warehouse, said the large format was a key part of the Ohio chain's decision to open.

``We focus on our large selection, and with 40,000 square feet you're going to have a lot of shoes you can choose from.''

With most of its indoor tenants already gone, the mall's interior will be knocked down and its roof removed, making way for a new concept built around current tenants Target, Mervyn's, Kmart, Burlington Coat Factory and Sport Chalet.

These anchors will remain open during construction of the new retail stores. No figures were announced for the cost of redevelopment of the 75-acre site.

``We'll begin with some smaller changes you might not notice on the outside, then in the next two to three months, you'll see the demolition begin,'' said General Growth's senior development director, Alex Liftis.

The new development, known in real-estate parlance as a power center, will feature open-air walkways, parking close to shops and additional storefront entrances.

In the main strip facing Fallbrook Avenue, the large Mervyn's will serve as a visual anchor with other developments extending on either side.

Home Depot will be behind this, near the free-standing Target location. Although these additions will increase traffic, there are no plans to expand the existing parking facilities.

Adding to its status as a discount retail center, Fallbrook's current Ross and Old Navy stores will be relocated and each granted an additional 5,000 square feet of space.

This will be a major redesign for Fallbrook, which was a major destination when it first opened as an open-air mall a half-century ago.

It faltered in recent years, however, as patrons left its quirky mix of independent shops for larger, trendier spots like the Westfield Shoppingtowns Topanga and Promenade. Only a handful of shops still operate in its quiet interior.

``The consumers told us they wanted more options for shopping, both in quality and value,'' said Sharon Polonia, General Growth's senior vice president of asset management. ``We determined when looking at the marketplace to offer the consumer both value and quality. We needed to change the positioning so we moved toward this new format.''

Shifting its image to an outdoor mall once again, with less emphasis on upscale retailing, could be a wise move for General Growth, according to David Shulman, managing director of investment firm Lehman Bros., who follows the real estate investment trust's stock.

``Discount retailing is doing better than regular retailing,'' he said. ``That's where the real gain in market share has been over the last 15 years. The Wal-Marts, the Targets and the Home Depots have been the big successes in retailing, and the traditional department stores have fallen off. It's obvious if you look at what's been weak - Montgomery Ward, Penney's - even Nordstrom's not what it used to be.''

Fallbrook saw this firsthand when its J.C. Penney Outlet Store closed in late April, a victim of poor performance.

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Photo:

The Fallbrook Mall in West Hills is about to begin an extensive renovation.

Dean Musgrove/Staff Photographer

Map: Fallbrook Mall