Trader Joe's, a popular upscale grocery store known for its reasonable prices, is headed to East Liberty.

The grocer will open its first Pittsburgh location in the old Wheeler Paint Co. building on Penn Avenue before the end of the year.

It will be occupying ground level retail space in a building being converted into shops, offices, and perhaps a restaurant.

Trader Joe's, with its devout customer base and quirky ambience, is another coup for the resurgent East Liberty, which also is home to the popular Whole Foods Market.

"We are very excited. This is a total home run for the neighborhood and we think it will be a home run for Trader Joe's as well," said Rob Stephany, director of commercial real estate for East Liberty Development Inc.

He expects the store to open this fall. California-based Trader Joe's currently has 254 stores in 20 states, including five locations in eastern Pennsylvania.

Alison Mochizuki, a Trader Joe's spokeswoman, said yesterday the grocer is opening a store in Pittsburgh. However, she would not confirm the location.