4 Emerson Lane in Secaucus — Courtesy: Avison Young
By Joshua Burd
A maker of stage curtains, backdrops and other products for the theater and event industries has extended its lease in Secaucus, where it occupies more than 164,000 square feet.
According to Avison Young, which represented the tenant, Rose Brand has used the property at 4 Emerson Lane as a manufacturing facility for nearly 20 years. The 164,425-square-foot building is the largest custom sewing operation of its kind in North America, providing a location that’s minutes from Manhattan and from many of Rose Brand’s theatrical customers, one that’s also easily accessed by its skilled and critical labor force.
Avison Young principals Ed English and Ron Ganter completed the full-building lease extension with the landlord, Hartz Mountain Industries, which was represented by Charlie Reese.
“For many years the northeast New Jersey industrial real estate market has been pricing out local, long-term tenants like Rose Brand and replacing them with the highest bidder,” English said. “However, in the last 18 months over-building, an increase in sublease space and softening demand has shifted the advantage back to tenants. We’re thrilled that Rose Brand will remain in Secaucus for years to come, allowing their employees to stay rooted without disruption.”
AY added that, since its founding in 1921 on Manhattan’s Lower East Side, Rose Brand has been a cornerstone in the entertainment, event and display industry as a provider of custom stage curtains, theatrical fabrics, custom printed backdrops, curtain track systems, rental drapery and production supplies. In 2007, the family-run company expanded its East Coast operations to Secaucus and established a West Coast facility in Los Angeles, while it employs more than 400 people across New York, New Jersey, California and Florida.
“For the past year Ed and Ron have helped us to evaluate the most efficient square footage, the best area for our needs, and most importantly, the impact of a move on our employees and customers,” said Josh Jacobstein, president of Rose Brand. “This put us in the driver’s seat, which led to the best outcome, staying here with Hartz in Secaucus.”
