Known for its elevated yet approachable menus, Felice pairs rustic Tuscan cuisine with an extensive Italian-driven wine list, all in a warm, family-friendly atmosphere. — Courtesy: SA Hospitality Group (via Kushner)
By Joshua Burd
Felice, a well-known Italian restaurant and wine bar, is coming to the new-look Monmouth Square property in Eatontown under a newly announced lease with Kushner.
The developer this week said the Tuscan-inspired eatery will occupy 4,500 square feet at the sprawling mixed-use property off Route 35. The location will be Felice’s first in New Jersey and its debut flagship outside New York and Florida, bringing a high-profile food and beverage user to the site’s central town square, a focal point of Kushner’s transformative $500 million redevelopment of the former Monmouth Mall.
Known for its elevated yet approachable menus, Felice pairs rustic Tuscan cuisine with an extensive Italian-driven wine list, all in a warm, family-friendly atmosphere.
“We’re very intentional about where we grow, and Eatontown stood out as the perfect neighborhood to bring our restaurant,” said Jacopo Giustiniani, a partner with Felice parent company SA Hospitality Group. “It has the right energy, community and character and feels like a natural fit.”
Kushner, for its part, said the addition of Felice reflects its goal of filling Monmouth Square with elevated dining, premier retail and engaging community spaces to create a vibrant new destination for Eatontown and the broader Monmouth County market.
BOND Retail Partners spearheads retail leasing.
“Felice is exactly the type of operator we are proud to welcome to Monmouth Square,” said Nicole Kushner Meyer, president of Kushner. “This is a brand with deep New York roots, a loyal following, and a reputation for excellence. Their decision to open their first New Jersey outpost here reflects the caliber of this project and the unique opportunity Monmouth Square presents to create a dining and lifestyle destination that rivals the best in the region.”
The deal comes as construction continues across Monmouth Square, with major milestones achieved since Kushner began to de-mall the historic Monmouth Mall, the firm said. Substantial demolition is complete, infrastructure work is underway and retail shells for Whole Foods Market, Cava and Prince Street Pizza are nearing completion.
Vertical construction for the project’s 1,000 new apartments is also ongoing, with leasing expected to launch in late 2026, Kushner said. Additional components under active construction include the central public green and a 40,000-square-foot resident clubhouse.
“This initiative exemplifies a thoughtful best-use approach for the site,” said Michael Sommer, chief development officer at Kushner. “By bringing together elevated dining, retail, residential, and engaging community amenities, Monmouth Square is poised to become a true centerpiece for Eatontown and the surrounding area.”
Kushner broke ground on the project last year, part of a plan that includes razing 600,000 square feet of retail space to reduce the mall’s footprint by 40 percent. Other tenants that have committed to the refreshed retail concept include Van Leeuwen Ice Cream, Offshore Coffee, Arhaus and STRONG Pilates, which will join longstanding anchors such as Macy’s, Boscov’s, AMC and Barnes & Noble with an updated B&N Café.
To date, 82 percent of the 990,000 square feet of retail and restaurant space has been preleased, Kushner said. When complete, Monmouth Square will also include pedestrian pathways, green space and lifestyle amenities alongside the commercial space and 1,000 new apartments.
Minno & Wasko Architects and Planners, Benoy and the Dietz Partnership are leading design for a destination that will cater to both residents of the new apartments and visitors.
Kushner details newest retail leases at $500 million Monmouth Square project in Eatontown
