Biltmore Fashion Park announces tenants for Union area

A rendering of Union at the Biltmore Fashion Park.

Biltmore Fashion Park has announced four new tenants signed for its new Union area, which is set to open in November.

Whoopie Baking Co., Citrine Natural Beauty Bar, Paris Envy and Frances will be part of the space that will be used to highlight 19 small retailers from the local community.

The project started when Senior Leasing Manager Mary Boyd-Williams was discussing ideas with consultant Lew Gallo, who was later hired for the project by the retail center?s parent company, Macerich.

?I had been trying to figure out how to bring some local flavor into Biltmore,? Boyd-Williams said.

Biltmore now has signed 11 businesses to occupy the 7,200-square-foot space within the mall, according to Boyd-Williams. Eight more are in negotiations, she said.

Georganne Bryant, owner of vintage clothing and collectables store Frances, said she is excited to be part of the new area.

?It?s kind of a unique concept for the Biltmore and for a shopping center,? she said. ?I just like the synergy.?

The retailers are leasing spaces within a specific area that range from 64 to 500 square feet. Some of the leases are for one year, but a couple of tenants have signed on for three, Boyd-Williams said.

?Usually smaller businesses can?t afford to be in (such high-end space), and they?re giving breaks to these local, more independent, smaller businesses,? Bryant said.

The one-year lease is much more accommodating than a 10-year commitment a larger company might be able to make, she said.

Boyd-Williams declined to comment on whether the accumulative leases from the 19 businesses would bring in the equivalent rent of a large retailer.

With the introduction of the Union space, Biltmore hopes to start hosting events that highlight the community by bringing in local artists, Boyd-Williams said. Ideas on that front are being discussed with Gallo, she added.

Source: http://feeds.bizjournals.com/~r/bizj_national/~3/76c4n2QBhRs/biltmore-fashion-park-announces.html

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