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A rendering of a fountain that converts into a catwalk at American Dream.
Courtesy Photo
Thrill seekers ready to ride the roller coasters at American Dream this fall will have to wait until next year to do their luxury shopping there.
The 3 million-square-foot entertainment and shopping complex in East Rutherford, N.J., has set Oct. 25 for its opening. But as it stands now, luxury retailers won’t be opening until next spring.
“The Hermès boutique at American Dream will open in March 2020. That has actually always been our plan,” Peter Malachi, senior vice president of communications, Hermès U.S., told WWD. “We understood that the luxury wing was scheduled for that date. Bob and I have made a number of visits to the site to see the progress and the work,” Malachi said, referring to Bob Chavez, president and chief executive officer of Hermès U.S. “It’s incredibly impressive and the design is spectacular. We very excited about our unique site and façade within that luxury wing.”
Barneys New York has revealed plans to open in American Dream, though its efforts at the New Jersey complex could be derailed due to the retailer’s bankruptcy filing earlier this month. Barneys’ efforts might be better spent supporting stores already operating. “We are still planned to open in American Dream in spring 2020,” a Barneys spokeswoman said last Friday.
Saks Fifth Avenue also plans to open a store in American Dream sometime next spring, though it’s not clear precisely when.
Tiffany, Moncler, Dolce & Gabbana and Watches of Switzerland are among the other luxury brands planning stores at American Dream.
Less expensive retailers in the works include Century 21, Primark, Zara, H&M, Uniqlo, Victoria’s Secret, Banana Republic, Gap and Aritzia.
Several stores could be ready by the Oct. 25 launch while others will flow in as the weeks go by. An executive at off-pricer Century 21 indicated, “At this point, our plan is to open this year.”
Primark indicated that it expects to open in late 2019. American Dream will be the 10th Primark store to open in the U.S.
