Easton Town Center’s Fenlon Street and Fenlon Way were transformed this summer into a family-friendly destination.
“We’ve moved people to fit in the right size space, to fit in the right ‘neighborhood,’ and we’ve brought in new tenants,” said Beau Arnason, executive vice president of Steiner and Associates, which manages Easton.
The new Fenlon Square includes the only American Girl store in Ohio, which sells not only the famous dolls and their accessories, but also provides hair care, food and salon services for girls and their dolls; and the new Build-A-Bear Workshop, which moved from the mall complex and added interactive components to help children personalize their bears.
Restaurants in the area include Le Chocoholique, Fuzziwig’s Candy Factory and the Rusty Bucket.
Clothing stores include Gymboree, which sells clothing for newborns to children 12 years old and Hot Mama, a new retailer devoted to mothers.
Arnason said Easton celebrated its 10th anniversary in 2012 and took advantage of expiring leases to reorganize its shops.
Easton also added 24,000 square feet of retail space south of Macy’s department store.
“Certain retailers like to be in certain neighborhoods and it feels very logical,” he said.
Arnason said having Tiffany & Co., Michael Kors and Louis Vuitton in the same wing as Nordstrom makes sense.
“It’s better to provide more convenience for your customer rather than try to force them out of their way to find that other location,” Arnason said.
He said the “neighborhoods” and shopping districts also lend themselves to events that are geared toward specific customers.
For example, Arnason, said Fenlon Way was closed Saturday, Aug. 3, for children and adults to dress as their favorite superheroes. A parade and other activities were planned.
Arnason said providing events is another way Easton keeps shoppers happy and spending more time at the mall.
“Surveys show people drive a lot farther to get to Easton and they stay much longer, as well, because we deliver much more than just a shopping experience,” Arnason said.