Retail offerings at the new Monmouth Square in Eatontown will include a 40,000-square-foot Whole Foods store, helping to anchor some 990,000 square feet of retail and restaurant space. — Courtesy: Kushner
By Joshua Burd
Kushner has signed a flurry of retail leases to bring new food and beverage and fitness operators to Monmouth Square, its landmark redevelopment of the Monmouth Mall site in Eatontown.
The firm, which is transforming the property into a mixed-use, open-air destination as part of a $500 million project, said its tenant lineup now includes Prince Street Pizza, Cava, Van Leeuwen Ice Cream, Offshore Coffee and STRONG Pilates. They’ll operate at the Route 35 complex alongside a previously announced Whole Foods Market, Kushner said, noting that the new deals total nearly 50,000 square feet and bring Monmouth Square’s 990,000 square feet of retail and restaurant space to 75 percent preleased.
“At Monmouth Square, we are assembling a tenant mix that responds to the changing preferences of today’s consumers while enhancing the quality and variety of offerings for the area,” said Nicole Kushner Meyer, president of Kushner. “These leading retailers and restaurants reflect our commitment to attracting the best operators, ensuring a destination that surpasses expectations and has a lasting impact on the community.”
Kushner broke ground last spring on its long-awaited, ambitious plan to de-mall the aging local landmark, which it said was a community staple for more than 60 years. The redevelopment will reduce its retail footprint by 40 percent and turn the traditional mall concept inside out, creating a vibrant town center with a blend of freestanding, easily accessible spaces for shopping, dining and medical offices with an expansive public green, pedestrian pathways and 1,000 luxury apartments.
Whole Foods will anchor Monmouth Square with a 40,000-square-foot store, occupying a former Barnes & Noble space and offering its well-known selection of premium, organic products. The bookstore, meantime, has already opened in a new location within the center with an updated B&N Café.
Kushner on Tuesday detailed its other newly announced tenants, including:
- Prince Street Pizza, a renowned pizzeria based in New York City’s Nolita section that is famous for its crispy, thick-cut Sicilian slices, especially the spicy SoHo Square with its signature pepperoni cups
- Cava, a fast-casual Mediterranean concept with a nationwide presence and a menu of flavorful, customizable bowls and pita wraps
- Van Leeuwen Ice Cream, a premium brand known for its rich, French-style recipes made that was founded in Brooklyn in 2008 and has gained a loyal following for its classic and inventive flavors, including vegan options made with cashew and oat milk
- Offshore Coffee, a local coffee brand with a refined café experience
- STRONG Pilates, a high-intensity, low-impact fitness studio that combines Pilates principles with cardio-focused rowing workouts and offers a dynamic, full-body training experience using custom-designed Rowformer machines
“We are excited to partner with Kushner and to join the outstanding businesses coming to Monmouth Square,” said Jack Campbell, founder of Offshore Coffee Co. “We are committed to serving this incredible community and becoming an integral part of this transformative project. This opportunity is an important milestone for our company, and we look forward to contributing to the energy and success of Monmouth Square for years to come.”
Rico Macaraeg, CEO and cofounder of StriveWell Group, added: “We are thrilled of the partnership with Kushner to bring the STRONG Pilates brand to New Jersey and this exciting Monmouth Square project, the future epicenter of the Jersey Shore. We are excited to join the STRONG Pilates brand as part of their US expansion with over 70+ locations coming to the US in the near future on top of their 75+ international operating locations.”
Kushner also noted that substantial demolition of outdated spaces is well underway, as are extensive infrastructure improvements. The remaining retailers, including AMC, Macy’s and Boscov’s, continue to operate throughout the redevelopment.
“Monmouth Square’s transformation is advancing with purpose, bringing together best-in-class retail and dining options that align with our vision for a vibrant, mixed-use community,” said Michael Sommer, chief development officer at Kushner. “The construction and leasing progress reflects both our team’s expertise and the strong partnerships we’ve built to execute a project of this scale and significance. We’re excited to see Monmouth Square take shape as a destination that sets a new standard for adaptive reuse and community development.”
Minno & Wasko Architects and Planners leads architectural design for the project, working alongside Benoy and the Dietz Partnership, seeking to combine modern aesthetics with functional urban planning to meet the needs of today’s market, according to a news release. BOND RP is leading the retail leasing program.
“With the commitment and vision of Kushner Companies, the reimagined Monmouth Square will bring together a thoughtful mix of national retailers and restaurants coupled with best-in-class local partners,” sad Jess Bruner, founder of BOND RP. “We are excited to partner alongside Kushner with a goal of creating the community’s central cornerstone for shopping, dining and living for generations to come.”
