BRIDGEWATER, NJ-One of the largest privately held real estate companies in New Jersey is rebranding itself with a new name, KRE Group, as it expands its development and management activities in the residential, commercial and industrial sectors.

SK Properties, founded in 1979 by Murray Kushner and Eugene Schenkman, has become KRE Group, or Kushner Real Estate Group. KRE will continue to operate out of its Bridgewater headquarters, with Kushner serving as chairman, Schenkman as vice chairman and Jonathan Kushner as president.

“It’s business as usual,” says Jonathan Kushner. “With Gene deciding to retire from the day-to-day operations of the company, we felt it was the right time to enhance our brand with a new a look and feel that reflect the growth strategies of the company.”

KRE Group’s most recent project is a partnership with Ironstate Development Co. in the development of 225 Grand, a 15-story rental building featuring 348 residences in Downtown Jersey City.

The firm is also constructing 500 luxury rental apartments in eastern Pennsylvania and is currently designing a new apartment tower to be constructed on a site it owns on 5th Avenue in Manhattan.

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