A rendering of the Whole Foods Market at Waterview Marketplace in Parsippany — Courtesy: RD Management LLC
By Joshua Burd
Construction is underway at a new 150,000-square-foot retail center that is slated to bring a long-awaited new Whole Foods Market to Parsippany, the developers said Wednesday.
The project, which is being developed by RD Management LLC and JMF Properties, occupies a busy intersection of Waterview Boulevard and Route 46. It will be anchored by the 48,000-square-foot Whole Foods and is set to open in 2018.
The location at what will be known as Waterview Marketplace will be Whole Foods’ third in Morris County.
“RD Management’s goal at Waterview Marketplace is to create a destination that appeals to both residents and employees in the Parsippany area,” said Richard Birdoff, principal and president of RD Management. “Having Whole Foods Market as the anchor tenant sets the bar high for the caliber of businesses we will work to bring into the center alongside our partners.
“Whole Foods are always highly anticipated by residents, and with their nearest location far away for many in Waterview’s trade area, this new store will pull shoppers from all over.”
The retail center will rise in place of a mixed-use proposal that goes back several years, which called for a development that included residential space. Published reports say the township council voted against an earlier version of the plan in fall 2013, giving way to the specter of litigation and the prospect that the developer would build affordable housing instead.
But the owners and local officials later settled on a new plan for the site, which had been zoned for office space and is surrounded by large corporate campuses and other retail centers.
On Wednesday, the developers touted the milestone in the project.
“We are thrilled that such a prominent and well-respected brand like Whole Foods Market has chosen Waterview Marketplace for its next location,” said Joe Forgione, the founder and principal of JMF Properties. “Whole Foods will be a wonderful new addition to the community and will have a positive impact on the quality of life for area residents and employees. They are the right tenant to anchor Waterview Marketplace and reflect our vision to create the most vibrant retail environment in Morris County.”
The developers and brokerage team said Waterview Marketplace offers direct access to Routes 202 and intestates 80, and 287, sitting within a high-density, high-income trade area. Ripco Real Estate is serving as leasing agent for the property.
“Whole Foods Market is on point with where our society is today culturally, with the focus being placed on health, wellness, and high-quality food offerings,” said Todd Cooper, co-founder of Ripco Real Estate Corp. “As a result of this focus, Whole Foods will bring in customers from a wide region as more people concentrate on overall wellbeing for themselves and their families.
“We are looking forward to leasing the remainder of the project to excellent operators locally, regionally, and nationally.”
