A new mid-sized grocery store from Sprouts Farmers Market LLC has opened in the Fallbrook Center in West Hills.

The Phoenix company opened at its new 27,522-square-foot location Wednesday morning. But the space at 6605 Fallbrook Avenue between Vanowen Street and Victory Boulevard is surrounded by grocers, including a Ralphs, Walmart, Target, Albertsons and Trader Joe’s within a few hundred yards.

Glade Campbell, senior director of operations in California for Sprouts, said that though all the markets are competition, his grocery store will cater to a different customer.

“We pair well with stores like Trader Joe’s,” Campbell told the Business Journal. “But this store is smaller and offers a more intimate experience than some of the bigger stores.”

Sprouts already has a West Valley location on Topanga Canyon and Ventura boulevards, in addition to six other greater San Fernando Valley outlets. Sprouts operates nearly 150 stores in eight states including Arizona, California, Colorado, Nevada, New Mexico, Oklahoma, Texas and Utah.

Campbell said the company sees the greater Valley region as rife with potential.

“This is definitely a good demographic for us,” he said. “We are interested in expansion in this area.”