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CHATTANOOGA, Tenn.-Expansion plans are on the menu at Mia Cucina. After launching its e-commerce Web site this summer, Mia Cucina Inc will open a second kitchenware store/cooking school here in August. Another six to eight stores are part of this kitchenware retailer's long-term goals.

The second store, at Hamilton Corners lifestyle center on Gunbarrel Road, will serve customers in the East Brainerd/ Ooltewah area and surrounding communities on the 1-75 corridor. It's about a 15-minute drive from Mia Cucina's first store.

With the new east side location near the shopping mall, Heidi Swartz, president, said she won't be cannabalizing from her flagship- which is on the edge of downtown and attracts urban shoppers and the surrounding mountain communities.

"Customers who live near my store rarely venture to the mall area, and of course, for those who live near the mall, it's much more convenient to shop there," said Swartz.

Like the North Market Street location, the 3,330-square foot store will also offer cooking classes and seminars in its teaching kitchen. About 2,200 square feet will be dedicated to retail. Classes will be conducted by Andrew Brogdon, staff chef, as well as by chefs and food professionals from the surrounding area.

The store's shelves will be stocked with a similar product selection as the North Market Street location-with an emphasis on unique items, higher-end merchandise and the best performers in a given category. About 30 percent of the product mix is gadgets and one-fourth is cookware. Bakeware and gourmet food take up 15 percent each and tabletop items round out the store's selections.

"We will be near a few of the big-box housewares stores in the new location, so having the right product mix will be even more important to differentiate ourselves," she noted. Both locations will also offer custom gift baskets, gift registry and corporate gifts.

Demo stations and sampling are part of the store's regular mix. To encourage more frequent visits, Mia Cucina added an olive oil bar and sell oils and vinegar in bulk and partnered with a local roaster to create an exclusive roast for Mia cuicina. "It's been a hit with our customers, and we try and include our exclusive coffee in every gift basket we do," said Swartz. More private-label items may be added in the future to help boost the stores' brand, she noted.

Swartz is trying to create a consistent image with the two stores by carrying over the same design elements as its flagship which opened in 2003. "We are trying to create that European ambiance that first inspired me when designing the original store," she said. "Since our plans call for opening six to eight additional stores over the next few years, we want a consistent look and feel in all our retail locations. The black and yellow checked tile floors, deep Mediterranean colors, copper accents and our olive leaf logo will be visible wherever we go."

One of the focal points of its first locations is a mural her family created. That -, too may be part of future locations. "If I can find the wall space, I'll enlist my family to do another mural," she said.

In other news, Mia Cucina is rolling out its e-commerce site this summer. The initial launch will feature about 200 SKUs and more items will be added on an ongoing basis, noted Swartz. Other features of its e-commerce site include an online gift registry and online registration for its cooking classes.

Cooking classes have received an amazing response at the North Market location, Swartz said. The classes are half demonstrationstyle classes, half handson classes.

"From September through May, we do as many as six classes a week," said Swartz, including a one-hour lunch and learn.

Cooking classes have been done as bridal showers, private events for hospitals and health clubs. This summer, it is doing three weeks of kid's cooking classes-'which are a real workout for my chef," Swartz said.

Cooking classes won't start until 2006 at the new location.

"By the time we finish all of our grand opening events we'll be close to the holiday shopping season, and everyone, both customers and my staff, is too busy to cook," said Swartz.