Collections

Barneys New York on Monday confirmed that it will open a 50,000-square-foot, two-level flagship — its first unit in New Jersey — at American Dream, the 3-million-square-foot shopping and entertainment destination under development in East Rutherford, N.J., by Triple Five Group, owners of the Mall of America and West Edmonton Mall.

WWD in January reported that the retailer was heading to American Dream.

The flagship will be a creative venue with a variety of entertainment features — after all, American Dream will have 18 acres of entertainment, including the largest fully enclosed indoor DreamWorks Water Park in North America and Nickelodeon Universe Theme Park. The store, which will offer an assortment of luxury products for women, men and kids, as well as beauty and home goods, will feature innovative spaces and experiential activations.

Fred’s at Barneys New York, the retailer’s long-running, Italian-inspired and modern American restaurant, will open a location at American Dream on the store’s second level with extensive patio seating for open-air dining.

“We’re thrilled to open our newest Barneys New York location at American Dream, truly a one-of-a-kind experiential retail environment,” said Daniella Vitale, chief executive officer and president of Barneys New York. “Barneys New York at American Dream will be a creative destination for modern luxury, entertainment and food. With our designer edit, unique activations and sophisticated dining at Fred’s at Barneys New York, [the flagship] will provide a singular experience for guests at American Dream.”

 

A rendering of the Barneys New York facade at American Dream. 

 

“Barneys New York is iconic and a prime example of a brand that defines and embodies the true spirit of The Collections,” said Don Ghermezian, president at American Dream. “Barneys New York has always been at the forefront of fashion, offering its customers an unparalleled assortment of exclusive brands from around the globe. Together, American Dream and Barneys New York will redefine the customer experience with a forward-thinking and uniquely modern approach.”

“Barneys brings a whole other segment of luxury to the project,” Ghermezian said. “A very large component of why we did the deal is that Barneys appeals to a younger streetwear type of consumer with a cool New York vibe. It’s that streetwear customer who really shops at Barneys New York’s Madison Avenue flagship. We’re going after all the levels of luxury, not just Hermès, Dior, Louis Vuitton and Gucci, but streetwear brands like Neil Barrett, Thom Browne and Gentle Monster.”

Vitale said the store will offer unique beauty experiences, including ongoing partnerships to keep local customers coming back, adding that there will be everything from food to beauty treatments to personalization to music activations.

“Barneys New York will be in great company when it comes to luxury brands and top designers, many of which are carried at the store,” Vitale added. “We’ll focus on a curated edit of the collections that speak to both the local and international customer segment. We customize our offering for every one of our stores, and American Dream is no exception.”

Barneys will occupy a portion of the 119,605 square feet originally intended for Lord & Taylor. Hudson’s Bay Company, the parent of Saks Fifth Avenue, Saks Off 5th and Lord & Taylor, extricated itself from L&T and Saks Off 5th leases at American Dream.

The Barneys flagship will anchor one end of The Collections, American Dream’s 400,000-square-foot luxury zone, with Saks at the other end. Saint Laurent and Dolce & Gabbana are among the luxury brands that have signed leases at American Dream, joining Hermès, which previously revealed it will open an 8,000-square-foot, two-level unit at American Dream while exiting The Shops at Riverside in Hackensack, N.J.

Louis Vuitton and Moncler will also be among The Collection’s 100 retailers spread across two floors. Overall, the project will contain about 450 stores, including large-format H&M and Zara units. In addition, there will be an off-price area including Century 21 and Primark.

American Dream expects to receive 40 million annual visitors, drawing from the 21 million residents in the surrounding area and nearly 63 million domestic and international tourists that arrive in the region annually.

“We’re in the final stages of lease negotiation on 40 leases for the luxury space,” Ghermezian said. “We continue to surprise and deliver.”