New life to old retail
As malls reinvent, newer shopping centers mix retail with apartments and other uses
For the first time in decades, the traditional opening of the holiday shopping season at Greendale’s Southridge Mall will not include a Kohl’s Department Store.
Shoppers hunting for Black Friday bargains from that chain will instead line up at a Kohl’s store that opened in October at the new 84 South mixed-use development —replacing the nearby Southridge location.
As traditional shopping malls try to reinvent themselves while their stores close, newer shopping centers that combine retail space with apartments and other uses are becoming more popular.
The nationwide trend can been seen throughout the Milwaukee area with the opening over the past four years of such projects as 84 South, in Greenfield; The Corners, in the Town of Brookfield; Mayfair Collection, in Wauwatosa; Whitestone Station, in Menomonee Falls; and Drexel Town Square, in Oak Creek.
Each of those developments features hundreds of apartments, along with new stores and restaurants.
Also, some have other commercial uses, including hotels at Mayfair Collection, Whitestone Station and Drexel Town Square, and medical office buildings at 84 South and Drexel Town Square.
Their anchors sometimes include retailers that have been a big part of traditional shopping malls, such as the higher-end Von Maur department store at The Corners, north of I-94 and east of North Barker Road.
But they are more likely to feature stores that have generally preferred strip shopping centers or stand-alone locations.
For example, Costco operates the largest store at Whitestone Station, which is south of I-41/U.S. Highway 45, between Pilgrim Road and Water Street.
Meanwhile, Drexel Town Square, at West Drexel and South Howell avenues, got its start with a Meijer supermarket and discount store.
And the first phase of Mayfair Collection, east of I-41/U.S. Highway 45 and north of West Burleigh Street, featured a Dick’s Sporting Goods and such lower-priced retailers as Nordstrom Rack and Saks Off Fifth.
At 84 South, south of I-894 and west of South 84th Street, the two largest retailers are Steinhafels Furniture and Kohl’s.
The Steinhafels store replaced a nearby older store that was demolished to make way for new space at 84 South.
And Kohl’s moved just 2 miles west from Southridge Mall.
Menomonee Falls-based Kohl’s Corp. announced that relocation plan in March 2017.
It wasn’t a big surprise.
The Kohl’s store at Southridge was an anomaly for the chain, which generally operates away from traditional shopping malls.
The Southridge location featured 85,000 square feet on two levels. That’s a much larger store than what Kohl’s has been opening in recent years.
The new 84 South Kohl’s has 55,000 square feet on one level — providing a more efficient location for the cost-conscious retail chain.
Parts of 84 South, including Steinhafels, were operating by the end of 2017.
But this year will mark the first Black Friday for Kohl’s anchoring the the mixed-use development.
84 South has seen steady, significant business from shoppers since it began opening stores last year, said Scott Yauck, president and chief executive officer at Cobalt Partners LLC, which is developing the project.
The recent Kohl’s opening “has only reinforced those levels,” he said.
“We certainly expect strong traffic levels on the day after Thanksgiving,” Yauck said. “We believe that the synergy of uses is mutually beneficial to all of our stores and restaurants.”
Other 84 South tenants include Ross Dress for Less, Total Wine & More, Fresh Thyme Farmers Market and Portillo’s.
An Outback Steakhouse is to open in December, with additional businesses coming in 2019.
The Von Maur store at The Corners opened in April 2017.
Additional stores and restaurants have opened at The Corners since then, including Arhaus, L.L. Bean and Cafe Hollander.
Also, a Silverspot Cinema and Lake Country Social, a large restaurant featuring a rooftop lounge, are opening in 2019.
The Von Maur store has performed well since its opening, said Jim von Maur, president of the Davenport, Iowa-based retailer.
“Since opening our first Wisconsin location at The Corners of Brookfield, we have been thrilled with the reception by customers and the overall performance of the store,” von Maur said in a statement.
“We expect this strong performance to continue throughout the holiday season,” he said.