The City of Wauwatosa is thrilled to welcome SCHEELS as the new retail partner filling the former Boston Store space at Mayfair Mall.

The 210,000-square-foot destination will undergo a full renovation and expansion, with plans to open in Spring 2027. Once complete, SCHEELS will offer Wisconsin’s largest selection of sporting goods, footwear, and fashion.

In addition to its extensive retail offerings, SCHEELS will provide custom services such as expert golf club fitting by certified SCHEELS Master Fitters, baseball and softball bat fittings with HitTrax technology, bow fittings by certified archery technicians, and bike tune-ups from Barnett-trained mechanics. Like other SCHEELS locations, it will be a family-friendly destination featuring Fuzziwig’s Candy Shop, rollerball, interactive arcade games, and Ginna’s Café, known for homemade fudge, jerky, and specialty coffees.

Wauwatosa’s SCHEELS will employ more than 500 associates, making it one of the largest employers in the city.

“Mayfair Mall has always been Wisconsin's premier shopping destination,” said Wauwatosa mayor Dennis McBride. “Scheels' choice of Mayfair underscores Wauwatosa’s role as a key economic hub in southeastern Wisconsin. This investment secures the mall’s future, strengthens our local economy, and creates new opportunities for businesses and residents across the region.”

The redevelopment is part of a broader vision for the Mayfair site. In addition to the SCHEELS project, separate plans call for approximately 900 new housing units over the next decade at the south end of the property.

The City of Wauwatosa’s Community Development Authority (CDA) purchased the former Boston Store property at auction in 2022. After two unsuccessful auctions, the city recognized an opportunity when the property went up for auction a third time, purchasing the property to ensure redevelopment of the site occurs at the highest and best use.

The next steps involve the Design Review Board and various permits and site reviews – separately for both SCHEELS and the housing component.

The City of Wauwatosa is committed to smart development that meets community needs and ensures long-term success. More updates will be shared as the project moves forward.