Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.
While retail tenant announcements for Brookfield Place have been steadily trickling out since last fall, there's been much less to say about the shopping scene that will be at the World Trade Center, a project that's being helmed by the Westfield Group. But a lengthy article from The Real Deal's latest print edition divulges that there are dozens of stores that have signed leases, inked letters of intent, or are in late negotiations—and it names each one.
While the magazine has spoken to more than a dozen sources to get this list, they stipulated that Westfield Group declined to comment on their findings. Sources said that one of the reasons they've remained tight-lipped is out of respect for the National September 11 Memorial & Museum, opening later this month.
Previously, only seven brands were publicly announced: Acne Studios, Armani, Kate Spade, The Kooples, Tiffany & Co., Tom Ford, and Zadig & Voltaire. Below, we've highlighted some of our favorite names in this announcement.
In alphabetical order, the stores are: Apple, Aritzia, Asics, Aveda, Bebe, Bobbi Brown, Bose, Breitling, Canali, Charles Tyrwhitt, Cole Haan, Disney, Duane Reade, Dune, Epicerie Boulud, Godiva, Hugo Boss, J. Lindberg, John Varvatos, Kiehl's, Kusmi, L.K. Bennett, L'Occitane, Lacoste, Lego, Longines, Michael Kors, Moleskine, Montblanc, Nunu Chocolates, Organic Avenue, Pandora, Papyrus, Sephora, Solstice, Stuart Weitzman, Swarovski, Track & Field, Tumi, Victoria's Secret, Victoria's Secret Beauty.
That's a whopping additional 41 retailers that's been added, bringing the complex's current total to 48 stores. And that's just the tip of the iceberg—Westfield has previously said they expect to have 150 brands here.
The Real Deal also mapped out where the listed stores will likely be going—click over here for the graphic.
While many have speculated that Brookfield and Westfield were battling it out for the luxury brands, the new names demonstrate that the World Trade Center will be offering a huge mix of price points.
A rendering of 4 World Trade Center, via WTC
"Collectively, [Westfield and Brookfield] have got to have a broad array of stores, and not every one is going to be a luxury brand. Not everyone can afford a Brioni suit," said Richard Hodos, of the commercial real estate firm CBRE Group. "The fact that Westfield is going to have some moderately priced tenants is not a bad thing."
Some high-end names are turned off by the prospect of being jumbled together with less lucrative brands, but clearly not everyone—along with the luxury tenants already announced, Prada is rumored to be looking into a space there as well.
There's even word that Anna Wintour is using her clout, both in the fashion world and the neighborhood—Condé Nast will relocate to One World Trade Center next year—to lure in more of these luxury brands.
The article also goes in detail about the struggles Westfield has face with signing tenants. Some sources said that brands are afraid of being forgotten below street level. While most of the shopping area will be underground—in a futuristic-looking structure that's been dubbed The Oculus—there's some coveted ground-level retail space in the complex, a few spots for which have already been spoken for.
A rendering of The Oculus, via The Real Deal
Other problems include the structure itself. The Oculus features several columns that some retailers find obtrusive to the set-up of their store. According to the article, Apple particularly took issue with the design, and even went so far as to submit a proposal for changes for its space, which was subsequently denied.
But despite the struggles, parties involved in the project seem to be optimistic about the final results. "They are putting together a great co-tenancy," said a broker working on behalf of potential tenants, who wished to remain nameless. "I just think it's taken a little longer and been a rougher road than they expected. But I think it will be world-class."
· World Trade Center's Retail Line-Up Revealed [TRD]
· Tracking the Financial District's Booming Retail Scene [Racked NY]
· All World Trade Center Posts [Racked NY]