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The Northeast Will See an Influx of Brands

PARSIPPANY, NJ—So says Transwestern's Rick Rizzuto, who is noticing a particular interest in the Northeast Corridor by fitness brands from the other coast.

By John Salustri | johnsalustri | | Updated on June 07, 2016
Rick Rizzuto sees an influx of West Coast fitness brands coming to the Northeast Corridor. Rick Rizzuto sees an influx of West Coast fitness brands coming to the Northeast Corridor.
PARSIPPANY, NJ—Club Pilates, Studio Barre, Lidl. These are just some of the names that, if they aren’t already, will very soon be in a shop near you. In a recent exclusive interview, Transwestern VP Richard Rizzuto told GlobeSt.com that he’s seeing an influx of brands from other parts of the country and even, as in the case of Lidl, from offshore, coming to the Northeast. And it is his belief, that we’ve only seen the start.

(Scroll to the end of this story for an EXCLUSIVE video with Rizzuto at ICSC RECon 2016.)

“From new grocery concepts to West Coast women’s fitness and value concepts, the Northeast is red hot,” he says, adding that he’s seen a particular interest here from fitness brands. “The health consciousness of the West Coast is different, more intense, than that of the East Coast, so the brands that want to be ahead of that curve are migrating east. But the other brands like the grocery store chains or the family dollar concepts are coming from the Midwest and from overseas.” Not surprisingly, the grocery concepts that are migrating in are also much healthier in their product selections than traditional supermarkets are. While all of the types are gravitating toward up-and-coming areas to stay ahead of another curve–gentrification–he notes that those seeking entry into the hot TAMI-type locales recognize that playing in this market means a steeper admission price than they might be used to. In terms of sizing, the fitness centers are the smallest of the incoming lot, he says, “the 1,500- to 3,500-square-foot range, with a sweet spot around 2,500.” The dollar-store concepts raise the ante a bit, seeking space around 10,000 feet, while obviously, the supermarkets bump that up, to a roughly 36,000-foot sweet spot. So start looking for some potentially unfamiliar names in the shopping center near you. They’re coming your way.

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