Dynamic Earth opens Overland Park store

The second store incorporates many of the design and building techniques that will be included in the company’s store in O’Reilly’s Green Circle Shopping Center, 1110 E. Republic Road. That store, which will replace the original Springfield location at 3036 S. Fremont Ave., is set to open after the center is completed in February.

“The way this store (in Overland Park) looks is very much the way the store in Green Circle will look,” O’Reilly said. “It has reclaimed wood fixtures, cool bathrooms with high-efficiency fixtures and a bouldering wall in the middle of the store that turns into the cash counter.”

O’Reilly said he chose the location for the second store through his custom search technique: Google.

“I go to Google Earth, look for the highest concentration of coffee shops, Barnes and Noble and a couple of other high-end stores, and that’s where we like to plop down,” he said. “It’s kind of cheating – instead of doing all the demographic work, we set our sites on where they go.”

Four employees work at the Overland Park store, which O’Reilly said cost $300,000 for the infill plus inventory costs, and several employees travel back and forth between the two stores.

See SBJ’s Nov. 19 issue for more on Dynamic Earth’s expansion.