Susie's South Forty Opened New Midland Store

The confectioner launched a secondary retail location at 3211 W. Wadley on Sept. 15.

Updated on Oct. 2, 2026 in Openings & Closings

Susie's South Forty Opened New Midland Store

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Susie's South Forty Confections opened a new retail storefront in Midland on Sept. 15. The expansion follows a two-year period since the company previously operated a second location that was closed due to building demolition.

Why it matters

The company chose to open the new location to address consistent customer demand and requests for greater convenience from local shoppers. This move increases the brand's footprint alongside its established downtown factory and store.

The new store at 3211 W. Wadley, Suite 20, comes as the business marks 35 years of operation in Midland. The company continues to maintain its primary downtown location at 401 S. Marienfeld St.

The players

Susie's South Forty Confections

This Midland-based business has operated for 35 years and specializes in artisanal confections and sweets.

The details

The owner moved to establish the new suite following the closure of a former storefront two years ago. Over 100 customers gathered for the grand opening event, with some shoppers waiting 45 minutes before the doors officially opened.

Sept. 15: The new store location held its grand opening.
Nov. 1: The company will celebrate its 35th anniversary.

Market Landscape

The expansion follows the retail industry's post-pandemic brick-and-mortar expansion cycle, which prioritized consumer accessibility in suburban hubs. This move positions the company to better compete for local foot traffic outside of the downtown district.

Local customers now have increased access to company products at the new Wadley location without needing to visit the downtown factory. This expansion reduces travel time for shoppers and provides a more convenient option for purchasing seasonal goods.

The takeaway

Retail expansion often hinges on balancing historical brand loyalty with the practical need for modern suburban accessibility. Local shoppers can anticipate more consistent product availability now that the company has restored its secondary storefront presence.