For shoppers - the opening of Urban Outfitters on Granby Street in Norfolk means three floors filled with eclectic apparel.
But for the city of Norfolk - it's an opportunity to grow the already struggling downtown.
Looking around, you can see the 'for rent' signs and empty buildings, just waiting for businesses to move in.
Cathy Coleman with the Downtown Norfolk Council says, "We've used the word gamechanger. I think Urban Outfitters really can be a gamechanger for downtown."
The reason why? Urban Outfitters typically attracts other businesses to locate nearby.
"That's definitely the goal, and the hope we would love to have more neighbors - so bring them on."
Coleman says they've already gotten some interest - though she's not willing to say from who.
"We have had several people inquire and a couple that are looking pretty promising."