By Sunayana Prabhu
SHREWSBURY – A host of retail stores – Lululemon, Banana Republic, Ann Taylor and others – are in the midst of moving within the borough’s upscale lifestyle center The Grove & Grove West at Shrewsbury.
The open-air shopping plaza featuring a mix of signature local and national retailers and eateries is undergoing quite a few changes at both locations on either side of Route 35. Metrovation, the specialty real estate company that owns the plaza, has said the changes are welcome in light of rapid development just a few miles away.
Landscape-altering changes are coming to the Two River area. Some large projects making headway nearby include Netflix on Fort Monmouth, the overhaul and renovation of the Monmouth Mall in Eatontown, and a host of redevelopment projects expected north along Route 35 through Middletown and Holmdel. Neighborhood businesses are bracing for increased competition.
With its patio dining, gardens and fountains, The Grove has established itself as an area landmark for over 35 years and is poised to keep up with changes, Chris Cole, managing partner of Metrovation said. “As we look at the dynamics of the Two River area, particularly retail trends, new developments and housing coming online, The Grove is in a position of strength.” Metrovation is hoping to “remain committed to keeping the tenancy energized and the center activated in interesting ways,” said Cole, noting that the new tenant lineup for 2024 is “an exciting next chapter.”
Stepping into spring, The Grove will welcome new tenants while several existing retailers will be relocating. Amanda Cheslok, spokesperson for Metrovation, revealed what’s shifting, moving and expanding at the shopping plaza.
At Grove East, moving north to south in the plaza, Metrovation has signed leases with Lululemon and South Moon Under to relocate within the plaza into what is currently the 8,000-square-foot Banana Republic space. Both of these retailers are slated for Fall 2024 openings.
An expanded Lululemon will be moving into approximately 5,100 square feet of space at north end of the plaza. The new store will add footwear to its athleisure staples. Their current store is 2,364 square feet.
South Moon Under, the boho-eclectic apparel shop that previously sat between Vineyard Vines and J. Jill and closed its doors in January and will reopen in the remaining Banana Republic space, taking approximately 2,900 square feet.
Banana Republic is still operating in its existing location but will relocate into the approximately 5,000-square-foot Ann Taylor space where it will introduce a new “lifestyle” store prototype that includes home décor. The store is expected to open its doors this summer.
Free People will be relocating to the former Peloton store. The current Free People occupies 1,900 square feet; their new storefront will be 2,600 square feet. The existing Free People store has been leased but the new tenant has not yet been announced.
Metrovation has already leased the three spaces – approximately 21,000 square feet – in Grove East occupied by South Moon Under, J. Jill and the recently closed Brooks Brothers, but is under embargo until May to discuss the new tenant or tenants.
Across the street at Grove West, the 7,400-square-foot space previously occupied by Harmon’s, which “vacated unexpectedly (in) March 2023,” Cheslock said, will be partially leased to J. Jill, relocating from its current location in Grove East. J. Jill will remain open at its current location until its May 2024 move to Grove West.
Ann Taylor closed its former location in Grove East in January but will open in the balance of Harmon’s space this summer.
While stores exit, relocate and expand, all these changes are promised to “elevate” customer experiences. Metrovation currently has all vacant spaces leased and actively under construction, adapting to foreseeable changes in the area. “An important message is that the center is fully leased, a fortunate position to be in” Cheslock said.
“Whether development in the area introduces more retail and density, our focus will be the same. Delight the customer and give them reasons to come back,” Cole added.
The article originally appeared in the April 4 – April 10, 2024 print edition of The Two River Times.
