Several new stores, restaurant announced for Pittsford Plaza. Here's what's coming.
Mary Chao | Rochester Democrat and Chronicle
Shoppers at Pittsford Plaza will see seven new retailers opening this year, including the region's first Under Armour retail store.
Stores coming to the plaza
Under Armour will be taking up the space formerly occupied by Red Barn.
The former Applebee's Neighborhood Bar and Grill will be filled by Adelita's Mexican Cocina and Tequila.
Rounding out the new slate of businesses are Five Below, Body Fuel shake shop, Deka Lash and Spenga (a spin and yoga studio).
"In the current retail climate, the announcement of seven new tenants at one property is big news," said Janice Sherman, corporate director of marketing at Wilmorite, which owns and operates Pittsford Plaza, Eastview Mall, The Marketplace Mall and the Mall at Greece Ridge.
Following shoppers to the suburbs
Pittsford Plaza is in the most affluent area of Monroe County, flanked by Brighton on one side and Pittsford on the other. It is also located off Interstate 590.
The success of the plaza is due to demographics and population density, said Jonathan Dower, vice president of leasing at Wilmorite.
"The density and income meets and exceeds what all that tenants are looking for," he said.
The plaza has creatively reused the space left vacant by tenants. The former Eastern Mountain Sports (EMS) location was divided into three spots by opening an additional 6,000 square feet in the back for a total of 16,000 square feet. That space will house Five Below, Body Fuel and Spenga.
Pittsford Plaza opened more than 40 years ago, with retailers such as J.C. Penney and Star Market, as the community moved out to the suburbs. . It has changed and transformed over the decades and now offers fashion and restaurant tenants. A 50,000-square-foot Barnes & Noble is an anchor as is T.J. Maxx, the discount retailer. Other tenants include Bed Bath & Beyond and The Cheesecake Factory.
When it first opened, people wondered whether it would succeed out in the suburbs, said Eugene Fram, professor emeritus at Rochester Institute of Technology. At the time, retail was concentrated downtown. Now, the plaza is ideally located to everything, he said.
"It draws very well," Fram said, noting its proximity to the flagship Wegmans Market and proximity to the interstate.
What shoppers can expect in the coming year
Under Armour. The athletic retailer is known for its apparel and digital health apps. This is the first store in Monroe County, though there is an outlet at Waterloo Premium Outlets in Seneca County. Construction will begin in April on the store, which takes the space of Red Barn.
Spenga. It stands for Spin Strength Yoga. The 4,002-square-foot space offers one-hour workouts for busy people. It is located at the former EMS space.
Adelita's Mexican Cocina and Tequila. The Mexican eatery is taking over the former Applebee's 5,269-square-foot space. The owner has over 20 years in the industry, with restaurants in Massachusetts.
Deka Lash. Lash extensions are a major trend. The lash studio is next to Pittsford Cinema 9 and takes over the former Hoopla ice cream space.
Goldfish Swim School. There's now an in-ground pool in Pittsford Plaza. The swim school dug a hole at the former Snow Ski Shop's 11,847-square-foot space and will offer swim lessons and pool parties once it opens in May. Construction is already underway.
Body Fuel. This is a protein shake and smoothie shop that's at the former EMS space.
Five Below. The popular retailer with the teen and tween set sells items for $5 or less. It will open at the former EMS space.
Pittsford Plaza is located on one of Rochester's busiest main thoroughfares, Route 31 (Monroe Avenue), hosting over 40,000 vehicles per day right in front of the plaza. Close to 200,000 people, with an average household income over $65,000, live within five miles of the plaza.
Within a mile of the plaza, the median income rises to over $112,000, according to Wilmorite data.
MCHAO@Gannett.com