Jersey Gardens to get makeover and new brand identity

Las Vegas -- Jersey Gardens, the largest outlet mall in New Jersey, is getting a makeover and a new brand identity. The 1.5 million-sq.-ft. center, in Elizabeth, N.J., will be rebranded The Outlet Collection/Jersey Gardens as part of a new strategy by developer Glimcher Realty Trust to introduce a new brand designation for its outlet centers going forward.

Glimcher will also rebrand and update its SuperMall, currently a hybrid center in Auburn, Wash., as The Oultet Collection/Seattle. It will become a pure outlet center as part of the rebranding.

Renovations at Jersey Gardens will begin this summer, and will include new flooring, lighting, furniture, logos and signage. Restrooms are also being significantly upgraded. The overall look of the center will have a more fashion feel, with an exterior entrance inspired by the white glass box facade of Louis Vuitton’s Fifth Avenue flagship. (Callison, Seattle, is the architect for both the Jersey Gardens and SuperMall renovations.)

As part of the renovation, Jersey Gardens will add the largest Tommy Hilfiger store in the world.

“The ‘Outlet Collection’ better reflects the upscale tenants of these properties and opens up new options for value-priced retailers looking to grow in the next 12-to-24 months,” said Michael P. Glimcher, chairman and CEO, Glimcher Realty Trust, in remarks during RECon, the International Council of Shopping Centers’ annual real estate convention in Las Vegas.

Glimcher said the shopping experience at the redone centers will be that of “a fashion mall at outlet prices.”