The Dream, an American mega retail and entertainment complex in East Rutherford, New Jersey, has recently launched a new department store that exclusively sells modest clothing.
The innovative retail format called ADdress will introduce an array of menswear in three phases and also launch giftware and bridalwear in two phases. Additionally, it will open with women’s clothing on Feb. 14, kicking off the initial phases.
WWD informed Ghermezian, the president and CEO of American Dream, that they have secured agreements with more than 40 brands from various countries. Don Ghermezian informed WWD that the ADdress at American Dream will be the inaugural department store for modest clothing, specifically designed for Orthodox Jews, Muslims, and other individuals seeking more coverage in their styles.
“Modest fashion continues to gain momentum and we saw a massive opportunity to address consumer demand in the tri-state area,” Ghermezian said.
Modest fashion brands are commonly sold through social media, online platforms, or in small, local boutiques. The fit and stylistic requirements that cater to specific faiths, religions, cultures, and personal preferences are the driving force behind the trending and stylishly designed fashions, with a focus on providing a concept that is geared towards these needs.
This was a way to bridge the fashion gap and provide a convenient one-stop shopping experience for the incredible and diverse community where we work and live. In a statement by Ghermezian, it was mentioned that ADdress The was developed by the American Dream team because we understand our rich market culture.
Glitz of Bitz and Fashion Impact Udel, Jupe legs, Lil Apparalel, soliani A, Tess By, NY Tal, Point, Lankry of House, Byrd, Noa jewelry are brands among the gifts and home goods, children’s clothing, accessories, jewelry, footwear, and men’s and women’s fashion that the traditional department store will offer. The store is considered a “specialty department store” because it has a narrower assortment and smaller square footage than a traditional department store. The address is unknown.
Ghermezian expressed that the idea has the potential to address a significant gap in the market and increase the accessibility of modest clothing. He stated that the modest trend has experienced a worldwide surge in mainstream fashion in recent times. He also mentioned that physical stores fail to adequately cater to these knowledgeable shoppers, and this represents a significant movement.
Some well-known brands in the mall, such as Gabbana & Dolce, Uniqlo & H&M, could be a great choice for those who prefer modest fashions. Additionally, non-apparel brands like Walgreens and Best Buy, as well as Apple and Toys “R” Us, are also available for those who wish to shop at ADdress. While some may not be inclined to shop at other fashion stores, they may hope to find their desired items at Ghermezian’s Dream American.
“The location is welcoming to all,” stated a representative from American Dream. “This is a shop for everyone, as The location broadens physical store choices for the numerous religious and cultural communities we cater to.”
It is expected that an additional 12 will be added in the future, alongside four complete-service dining establishments. Miniature golf, Sea Life Aquarium, Legoland, the Big Snow skiing slope, the Nickelodeon Universe Theme Park, and the DreamWorks Water Park are among the various entertainment attractions that patrons of The ADdress explore when they visit American Dream. This is also something that is anticipated.
The American Dream’s focus on experiences, The ADdress is anticipated to host fashion shows and provide personal styling, along with customer loyalty programs. The ADdress can be found in Court C on the third level of American Dream. In line with this.
Efforts to accommodate the variety found within the region are signs of The ADdress’s expansion, along with the agreement made to lease space to H Mart, the Korean supermarket. The 35,000-square-foot store that H Mart plans to launch in late February or early March will feature an Asian food hall.
The Edmonton West Mall in Alberta, Canada and the Mall of America in Bloomington, Minnesota are both operated by the Ghermezian family-led developer, Triple Five Group. There has been speculation about the long-term viability of the American Dream complex, which started off slow but has been gaining momentum. This is also seen as a sign that the complex is having a successful start.
Functioning and accessible to the public, it was a lengthy process to acquire the $6 billion, 3 million-square-foot American Dream. Extending the efforts to secure leases, those retailers were all sold off, resulting in a search for alternative tenants. Initially anticipating the arrival of Barneys New York, Lord & Taylor, and Century 21 Stores, American Dream was met with disappointment. However, due to the pandemic, it was forced to temporarily close down four months later. The timing of the center’s launch in October 2019 could not have been more unfortunate, with construction delays, challenges in leasing and financing, and the impact of the pandemic.
In November 2022, American Dream successfully obtained a four-year funding agreement with a consortium headed by JP Morgan.
Ghermezian admitted in a recent interview with WWD that “it did require us a number of years to assemble the components, and indeed, my family and I developed an interest in this project more than a decade ago when contemplating the American Dream.”
The stores are anticipated to open in either August or September of this year. According to Ghermezian, Gucci and Balenciaga, both brands under the Kering portfolio, will have flagship stores of 10,000 square feet in the luxury wing of The Avenue. In November, Saint Laurent, which is also owned by Kering, expanded its store in American Dream from 3,500 square feet to slightly less than 8,000 square feet.
Canada Goose and Watches of Switzerland, both of which will feature a shop-in-shop for Rolex, are scheduled to open stores in The Avenue during the late summer or fall. Moreover,
According to Ghermezian, the luxury wing, which spans 300,000 square feet, was approximately 70 percent leased as of last month. The wing also accommodates Saks Fifth Avenue, which occupies a space of 100,000 square feet, Hermès with 8,000 square feet, Dolce & Gabbana, Mulberryn, and Carpaccio, an Italian restaurant from Bal Harbour, Florida.
According to Ghermezian, the center will have almost all of its available spaces occupied, with a lease agreement covering more than 95 percent, by the end of 2023. Ghermezian also mentioned that American Dream is currently occupied to an extent of around 85 percent.