[GSAS-Member] Update on Blue Sierra

["Phil Lacefield Jr." <phil@lacefield.com>]

Blue Sierra Exotics Status

October 2009

Dear Phil,
Many of you that frequent our Issaquah store on a regular basis have noticed
that we have been going through some major changes the past few months.  I
would like to send a little message to explain "what's going on" with the
status of our store.
 

  
Blue Sierra Changes
 
Back in 1995 we purchased a small Aquatic only store located on the North
side of Issaquah called 
Blue Sierra.  At the time the store was in a very small location with very
limited access and clientele. 
In August 2001 we relocated to our current location on the south side of
Issaquah on Front Street.  Through the past 7+ years we have grown our
current location into a successful business, with increased clientele, and a
strong aquatic presence in the Pacific Northwest.  As many of you know,
things have changed dramatically in the economy not only since 2001 but even
from 2 years ago.  The changing economic times has unfortunately not avoided
the aquarium industry either.  Rising cost of products, increased overhead,
and overall poor economic times have forced us to make some changes to our
Issaquah location.  Our current lease was set to expire in August 2009, we
have made valiant efforts to try and re-negotiate to a more favorable lease
that would allow us to stay at the current location in the same exact size.
Our efforts have been rejected over and over. We have decided to downsize
our current location into more of an "Aquatic Showroom".  This will allow us
to keep a presence in the Eastside, in the same location, and also keep a
lot of the items that customer need on a regular basis.  We will continue to
have just as much livestock as before in both Saltwater and Freshwater but
more consolidated.  We will carry less drygoods then what customers have
been used.  We still will have a larger selection compared to other aquatic
stores.  We will promote our maintenance services we provide out of this
location and have  "Show" tanks set-up to allow customers to know what they
can achieve in their own home or office and all the service we provide.  We
will be the exact same great store you have all grown to love and support
(just in less square footage).  
 
Many of you have asked what we will be doing with all the extra inventory?
That brings me to part two of the equation.  We have acquired back our
original flagship location in the Renton area that was formerly know as Fish
Gallery & Pets.  Six years ago we ventured into a business transaction that
never worked out for anyone involved, to no fault of our own.  Since then
there has been a great void left for a successful pet store presence in
South King area.  That is what we hope to provide.  By re-opening our
original Fish Gallery & Pets location in Renton under the Sierra Fish & Pets
name.  The store will be a large full-line pet store with a huge emphasis on
aquatics.  

I would like to take this opportunity to personally thank everyone that has
taken the time to read this message and for your continued patronage. I hope
you all understand that it is necessary for us to realign our locations to
fit with the current market conditions.  I sincerely appreciate all your
continued support and patience throughout this entire process.  In the long
run this will be the best thing for everyone.  It will allow us to continue
to provide the customer service and expertise you have all grown to love,
and with your help, will allow us to continue to grow and become even bigger
and better in the years to come! 
 
Sincerely,
 

Jonas Sternberg
Blue Sierra Exotics 
 
Any question please don't hesitate to contact me personally
jonas@bluesierraexotics.com 



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