Mall unveils its upscale future

by Eric Ruth
DelawareOnline.com

As other centers struggle, Christiana Mall is forging ahead into a reimagined future.

Delaware's biggest shopping center on Tuesday unveiled some of the new tenants that it hopes will deliver an upscale retail punch during times of cautious consumer spending, including such first-in-Delaware names as The Cheesecake Factory restaurant; Sephora and Bare Escentuals beauty products; and Forever XXI, which sells youth-oriented apparel.

While the reinvigoration comes at a time of new frugality among consumers, the mall's bankrupt owners are betting its tax-free location and proximity to the interstate will put it in a position to prevail when the economy brightens.

Challenged by shifting shopping habits and intermittent problems with public perception even before the recession struck, the mall hopes to recast itself as a more upscale "lifestyle" center, featuring exterior storefronts reminiscent of an outdoor streetscape.

Eventually, the multimillion dollar expansion and renovation will add about a thousand jobs to the economy, said Steve Chambliss, general manager of the mall.

Many of the new shops are set to open before this holiday season, with others following in spring. The streetscape stores along the east and west wings of the mall, which are set to open in November, will be complemented by several stand-alone restaurants.

So far, only The Cheesecake Factory has been signed, but the mall says it is in talks with several first-to-market brands.

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