The huge 3 million square foot retail entertainment centre in East Rutherford, New Jersey, has developed what it is describing as the ‘world’s first modest fashion department store.’
The new retail offering, which is called The ADdress, will open its doors on 14 February and the 55,000sq ft space will be situated in Court D, level three of the centre in a space that was previously leased by Century 21.
According to American Dream, The ADdress will bring together some of the ‘world’s most sough-after modest brands, offering shoppers a robust mix of collections and styles to choose from.’ The store will also feature weekly events, fashion shows and personal styling options as well as customer loyalty programmes to keep in line with American Dream’s focus on experiences.
American Dream Chief Executive Officer, Don Ghermezian, said: “Modest fashion continues to gain momentum, and we saw a massive opportunity to address consumer demand in the tri-state. The ADdress was a concept developed by our team because we understand our market, which we know is rich in culture. This was a way to bridge the fashion gap and provide a convenient one-stop shopping experience for the incredible, diverse community where we live and work.”
