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JLL creates retail brand to jazz up mall

December 6, 2018

JLL has created its own retail brand, called Rose & Loon, at the Rosedale (Minn.) Center regional mall.

JLL, one of the largest third-party managers of retail space in the U.S., curated the 4,000-square-foot store — from concept, to brand and product merchandising, to marketing and operations — in an effort to drive leasing momentum and net operating income at that property.

“This is a bold move to invest in the property by creating a retailer that will have a positive impact on both our customers and the performance of our property,” said Lisa Crain, general manager of Rosedale Center.

The 1.4 million-square-foot Rosedale Center recently underwent an $80 million renovation that included the opening of a Von Maur in October and of a two-level food hall called Revolution Hall in November. JLL is also launching the second phase of Rosedale Center's redevelopment by repurposing the vacated Herberger’s box. That phase is to feature 425 residential units; a full-service hotel and an additional 200,000 square feet of retail, dining, and entertainment space, incorporated into a village setting with an outdoor gathering place for entertainment. An AMC cinema, JCPenney, Macy’s and Von Maur will anchor.

The Rose & Loon store opened in late September and features high-quality, locally made artisan goods and public workshop demonstrations hosted by creators from across the Midwest.  

“We invested over $1 million to bring a great idea to life to surprise and delight our Rosedale shoppers, and in the first two months of operations, it's already paying off in spades”

“We seek to set the standard for retail innovation with this redevelopment — from a new Von Maur to an incredible food hall and the opening of JLL’s own retail store,” said Bill Moston, a JLL senior vice president and Rosedale Center's redevelopment lead. “Our store is the first-of-its kind retail concept carefully created and built by the retail management team. We invested over $1 million to bring a great idea to life to surprise and delight our Rosedale shoppers, and in the first two months of operations, it's already paying off in spades.”

Customers are driving an hour or more to visit Rose & Loon, which is quickly becoming a regional destination, Moston says. Shopper interest results not only from the uniquely curated merchandise, but also from the store’s beauty. CallisonRTKL and designer Stefanie Hajer contributed to the concept.

By Brannon Boswell

Executive Editor/SCT

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