
September 9, 2024
DE PERE/APPLETON β After spending its entire brick-and-mortar existence in the City of De Pere, The Game Capital is relocating to Appleton.
βIt just became not a good fit for us anymore,β Owner Jeff Wiza said. βThis was not an easy decision to make, but ultimately, we felt this was the best option that worked for all of our business needs.β
With a planned opening of Sept. 9, Wiza said though it’s definitely a change, heβs looking forward to the potential the new location β 600 N. Westhill Blvd. in Appleton β offers the business.
The journey to here
Wiza said he started the business as a freshman in college in the fall of 2004.
βThat’s when I discovered eBay and started buying boxes of PokΓ©mon cards for myself as I played competitively,β he said. βI could maybe afford the next set in order to stay competitive, so then I started selling the cards I didnβt need for my decks on eBay so I could afford the next set. That was the βofficialβ start of the business.β
Within a year of that, Wiza said he started to purchase things specifically for resale.
βBasically, every two years thereafter, the space of the business or inventory occupied doubled until we got to our brick-and-mortar location in De Pere,β he said.
Wiza said Game Capital opened its first physical location in 2017 on Reid Street in De Pere.
By December 2019, he said the businessβs success prompted the move to a larger location across the bridge to 805 Main Ave.
Game Capital has been at the Main Avenue location ever since.
No longer a good fit
Wiza said when they first signed the lease on the Main Avenue location, βit was with different owners.β
βThey sold the building two years into the lease, and in short, it hasnβt been a good fit between us and the new building owners,β he said.
A currently-under-construction development, Wiza said, also presented issues.
βEarlier this year, we learned they were planning to build a Caribou Coffee in the parking lot of where Game Capital is located,β he said. βWe were told it wouldnβt impact visibility from the corner of Main and Eighth, but it really does.β
Wiza said the development has also decreased much of the storeβs primary parking spots.
βWe had to decide whether or not to renew our lease at the end of May β and we could already tell at that point that our visibility and parking was not going to be great,β he said. βWe would have locked in for another three years to stay in that location with the unknown of how it would fully impact business once the coffee shop was open.β
A widespread search
When the decision was made to move from the Main Avenue location, Wiza said the search for a new location was widespread.
βBeing a business with a lot of online and warehouse operations, itβs difficult to find a space that has ample warehouse space, has ample sales floor space and is in a location that has ample visibility,β he said.
Most places that check off the first two boxes, Wiza said, are in industrial districts β βwhich don’t have a lot of customer traffic going by that is going to happen to see you.β

βThen, if you are in a major strip mall location, you are usually paying per square foot for a sales floor, and thenβ¦ paying separately for warehouse space,β he said. βIt’s very hard to find a building that fits our unique needs.β
Recognizing the storeβs longtime presence in the De Pere area, Wiza said the search included De Pere as well as Green Bay.
βThe best option I could find at the time within the Green Bay area was half the square footage we currently had, which wasn’t going to work for us,β he said.
So the search expanded further, Wiza said, which eventually led to the Westhill Boulevard location.
βIt still gives us an ample amount of sales and event space, while increasing our warehouse space β which our online operations have grown as of late, so we needed a larger space dedicated to the back-of-house operations,β he said. βThere is plenty of traffic flow in the area for customers β so it has good visibility.β
Two-month crossover
With plans to open the Appleton location Sept. 9 and the lease on the De Pere location running through Nov. 10, Wiza said they will operate in both areas β to a point β during the two-month crossover.
βOur warehouse operations are already moved and we are in the process of moving over our sales floor,β he said.
At the time of the interview with The Business News, Wiza said though the plan was to open Sept. 9, it could be pushed to Sept. 13.
In September, Wiza said the De Pere location will drop to five days a week, and βthe sales floor will be greatly reduced.β
β(We will still be open), but there will be a lot less display cases because we didnβt want to get additional display cases for the two months of crossover,β he said.
Mixed reactions
Wiza said the feedback the store has received since announcing the move has been mixed.
βSome people are thrilled because we have customers that travel to us in De Pere that are from Appleton or Oshkosh,β he said. βThen we have customers from north of Green Bay or in east Green Bay that were already a bit away from the store, now they will be even further away. So, they are the ones that are not thrilled with the move.β
Wiza said they did look into the option of keeping a smaller store presence in the De Pere area, but βthat didnβt pan out, unfortunately.β
The Game Capital website, he said, however, will continue to offer a shipping option β for those customers who canβt or donβt want to make the drive to Appleton.
βWe hope to retain as much of our existing customer base as possible,β he said. βBut (we recognize that) weβll lose some customers.β
At the same time, Wiza said he hopes the relocation will expose The Game Capital to a wider customer base.
βHopefully, weβll see a lot of new faces that are excited for another option in this area,β he said.
For more on The Game Capital visit thegamecapital.com, or check out the store on Facebook.