New Sears store opens in Truckee |

New Sears store opens in Truckee

Jenny Goldsmith
Sierra Sun
Emma Garrard/Sierra SunCharlie Riley, owner, and his niece Katherine Riley, assistant manager, stand inside the new Sears in Truckee Monday.

As many business owners struggle to stay afloat during the current economic conditions, a new store in Truckee has opened its doors, hoping to provide the community with a slew of new products.

A Sears authorized dealer appliance store opened in the factory outlet strip off Donner Pass Road nearly one month ago, and so far, business has been steady, said store owner Charlie Riley.

“It fills a dozen niches and provides access to products you can’t otherwise find up here,” Riley said.

Riley and his family had been visiting the Truckee area for over a decade when they decided to settle down and build a house on Donner Summit in 2003.

Since then, Riley has tried his hand at several different career opportunities, but when he heard about the new Sears store he said it was a chance he could not pass up.

“The scariest thing right now is opening a new business, but at the same time, it was intuitively obvious to me that Truckee needed this,” Riley said. “The number one challenge has been getting the word out that we’re here.”

In an effort to help Truckee residents cutback on trips to Reno and save money on gas, Riley took on the venture.

“It’s as much a green effort as it is a business effort,” Riley said. “We provide an abundance of needed things people would otherwise have to go to Reno for.”

The location offers most products and name brands that customers would find at a larger Sears store and if an item is not in stock, Sears will promptly deliver it to the Truckee location at no charge, Riley said.

Over the last month of operation, Riley said he has sold everything from refrigerators to snow blowers, washing machines, big-screen televisions, chain saws, grills and other lawn and garden products.

Riley has also teamed up with the Truckee Donner Public Utility District, who will provide cash rebates to customers who purchase energy efficient refrigerators, he said.

“This plugs a gaping hole in Truckee,” Riley said. “It’s a great opportunity to have something meaningful for the community.”

The new Sears store in Truckee will have a grand opening sale on Oct. 25.