After rolling out its new smaller, more affordable concept in Los Angeles in May, Whole Foods is opening its first DC-area location in Northern Virginia.

The 365 by Whole Foods Market store will open in Fairfax, the company announced yesterday. A spokesperson told Bisnow the grocer wouldn't disclose the specific site, but it plans to locate near Lee Highway and Fairfax Boulevard, about two miles from George Mason University.

The store will be 30k SF, we're told, 14k SF smaller than the Whole Foods under construction on H Street and less than half the size of the store the company is opening at The Boro in Tysons.

The store is aimed at Millennials and has cheaper prices than the traditional Whole Foods brand. Details about the Fairfax store's offerings have yet to be announced, but the LA location featured a vegan restaurant, a craft coffee and beer bar and a tea station.

The second location the retailer opened in Lake Oswego, OR, featured a vegan restaurant and a juice bar. Whole Foods announced two other new locations yesterday, in Redlands and South Lake Tahoe, CA.