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Case Study

Returning the bloom to Rosedale

Minnesota's Rosedale Center was a Twin Cities super-regional retail showcase when it opened in 1969. But despite a facelift in 1992, the mall had clearly fallen behind the times and competition from a host of newer centers. Our Retail Group developed and implemented a plan to reposition Rosedale Center with a strong merchandise mix to compete with other super-regional and lifestyle centers in the Twin Cities area. Our strategy included:
  • Purchasing and demolishing a vacant big box Mervyn’s store to create The Plaza at Rosedale Center, a 182,000-square-foot “lifestyle hybrid” component to the existing layout;
  • Attracting tenants for the lifestyle component such as Granite City Food & Brewery, Panera Bread, Williams-Sonoma and Talbots, JoS. A. Bank, Ann Taylor Loft, DSW Shoes, lucy, Chipotle, Potbelly Sandwich Works and a 60,000 s.f., 14-screen stadium-seating AMC Theatre;
  • Creating a huge entertainment draw with the addition of the AMC Theatre, which was not previously offered at Rosedale; the theatre’s strong ticket sales ranked second in the market, surpassed only by an AMC with 50% more seating;
  • Adding the following stores inside the center to target the high-end shopper and enhance the merchandise mix:  J. Jill, Coach, Coldwater Creek, Hollister, Apple, Godiva Chocolatier and Banana Republic;
  • Solidifying the center’s prominent position in the market through the successful redevelopment and remerchandising plan

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