In 2010, Somersville Towne Center in Antioch, California, was a mall in transition. While its retail landscape was evolving, the mall still offered a variety of anchor stores, including Macy’s, Sears, Marshalls, and 24-Hour Fitness. However, buildings left by Mervyn's and Gottschalks were strikingly absent from the mall’s directory, almost as if they never existed.
This April 2010 mall directory provides a snapshot of Somersville Towne Center during a pivotal time for the shopping center. Let’s take a closer look at the layout and stores that made up the mall in 2010.
A snapshot of the 2010 directory: key anchors and retail mix
The 2010 directory for Somersville Towne Center highlights the mall’s core offerings at the time. Macy’s and Sears were still firmly anchored in the enclosed mall, with Marshalls serving as another major retailer on the retail strip outside. Newer additions like 24-Hour Fitness brought in shoppers for more than just retail, with the fitness center becoming a key destination for locals.
Typically, when a department store closes, its spot is marked with an empty box in the directory. But in the case of Mervyn's and Gottschalks, both of which had closed for good in 2009, their former spaces were completely erased from the layout. Their absence was striking, as if they'd never existed, leaving a void where two key anchors once stood.
Vintage directory image 1: Somersville Towne Center directory (2010)
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| First section of the 2010 Somersville Towne Center directory, showing the mall layout and key retailers like Macy’s, Sears, and Marshalls. |
Vintage directory image 2: Somersville Towne Center directory (2010)
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| Second section of the 2010 Somersville Towne Center directory, showing a full list of retailers and services in the mall. |
The shifting retail landscape
As evident in the 2010 directory, Somersville Towne Center was adapting to a retail environment that was increasingly being influenced by the rise of online shopping and the decline of traditional department stores. Even as major anchors like Macy’s and Sears remained, the loss of Mervyn's and Gottschalks was significant. The directory reveals how these changes were beginning to reshape the shopping experience at the mall.
While the mall still boasted a diverse mix of stores—ranging from Forever 21 to Foot Locker—there was an air of uncertainty. Vacancies and the shifting nature of the tenant mix were clear signs that Somersville Towne Center was facing the same challenges as many other malls across the country.
Conclusion: a look back at 2010
The 2010 vintage mall directory offers a unique look at Somersville Towne Center during a transitional period in its history. With anchor stores like Macy’s, Sears, and Marshalls, along with fitness options like 24-Hour Fitness, the mall still had a strong retail presence. However, the loss of major department stores like Mervyn’s and Gottschalks reflected the changing landscape of retail in the 2000s. This directory captures a moment when malls were adapting to new challenges and trying to maintain relevance in an increasingly digital world.
Related post
The history of Somersville Towne Center in Antioch — from County East Mall to decline
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