New wireless store next to Bella’s

A new wireless store, Momentum PCS, opened Aug. 1 at 2743 S. Kinnickinnic Ave.

Andrew Lerch and Robert Rouse co-own the store that sells Verizon and T-Mobile products and services and also Helio and Virgin Mobile prepaid services.

Their business grew from its Southridge Mall location and currently maintains a kiosk at Southridge.

Lerch said Momentum differs from the big-box store experience of selecting a cell phone or plan.

“People want service. It’s a confusing technology, especially when you’re billed monthly and with contracts,” Lerch said. “This is a location that’s going to serve the community.”

Lerch said they are tailoring their service to what works well in the Bay View area. For example, he said they could have sold Sprint but the coverage was not good locally and so they don’t.

Lerch said he’s excited about being part of business on this side of town, and called KK “the new Brady Street.” Lerch lives in Greenfield, but grew up on Logan Avenue, attending grade school at St. Veronica and swim class at Bay View High School. He met and befriended Rouse when the two worked at Radio Shack.

Momentum PCS employs five people at the Bay View location, Lerch said. The store is open 11am-8pm, Monday through Saturday; 11am-6pm, Sunday.

Bella’s property owner Michael Schmidt said he selected Momentum because they were a viable tenant offering a service useful to Bay View. In May, Schmidt reported a number of mostly local inquiries by people interested in leasing the space for restaurant, office, fitness, chiropractor, pet store, or realty uses. The 1,700-square-foot storefront formerly housed Liberty Realty.

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