New Jersey’s Leading Retail Destination Gives Small Business a Boost

PARAMUS, NJ–(BUSINESS WIRE)–April 28, 2022–

Westfield Garden State Plaza is launching an initiative that gives local small businesses, especially minority and women-owned businesses, the opportunity to showcase their products and services alongside America’s most recognized brands. Well known as a destination for uber-shoppers on both sides of the Hudson River, Garden State Plaza has joined forces with the NJ Small Business Development Center at Ramapo College to provide mom and pop retailers with something previously unreachable – retail space in one of the nation’s busiest malls.

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Erika Oldham, owner of Chic Sugars, is one of the small businesses to open a location at Westfield Garden State Plaza. Erika is known for her celebrity cake creations with celebrity clients like Jay-Z, Missy Elliott and Nicki Minaj, to name a few. (Photo: BusinessWire)

“Special lease terms like a 3-month lease versus the typical 10-15 years that large retailers typically commit to are just some of the big benefits for small businesses,” says Chris Neidhardt, director of rental for Westfield Garden State Plaza. “Our goal for the program is to raise awareness among mother and pop businesses and additionally shine a spotlight on women and minority owned businesses. From our point of view, it’s like bringing the main street to the main stage.

The value of such an opportunity is multifaceted with Garden State Plaza providing exposure to continuous foot traffic, ample parking, internal security and available inventory ready to move into.

According to Vincent Vicari, Regional Director of the New Jersey Small Business Development Center, based at Ramapo College, “We may be two separate entities, but our shared vision of seeing entrepreneurial businesses thrive and prosper is what led us to unite our strengths. One of the main objectives of the partnership is to mentor these businesses until they are able to sign longer leases as their viability and profitability allow. Program participants will receive the valuable support that the NJ Small Business Development Center can provide, including assistance with strategic marketing, developing and executing a solid business plan, and advice regarding available financing resources. .

Chic sugars is currently open and is the first company to debut through the program. Tonnie’s minis will open in early May and several other leases are being reviewed. Erika Oldham, owner of Chic Sugars, is known for her star-studded cake creations with celebrity clients like Jay-Z, Missy Elliott and Nicki Minaj, to name a few. She recently appeared on Food Network’s ‘Winner Cake All’ and had this to say as she anticipated her presence at the mall: ‘I can’t wait to expand my customer base beyond my storefront bakery in Englewood, any diversifying my product offerings to more bite-sized items that mall shoppers can enjoy on-the-go.

Tonnie Rozier is the owner of Tonnie’s Minis currently with locations in Newark and Edgewater. “This is a sign of positive growth for me and my brand, as it not only signals a second location, but also an expanded demographic that will be exposed to my signature cupcakes.” Tonnie’s is known for its unique bakery concept, offering customers the option to first select a cupcake flavor and then customize the final product by choosing from a range of frosting and topping options. “It’s so rewarding to watch the satisfaction of customers who come from participating in the creation of your own custom confection.” Tonnie’s Minis have been featured on Food Network’s Cupcake Wars and The Wendy Williams Show.

“For many small businesses, this is an opportunity to turn a lifelong dream into reality, launching a concept or expanding an existing one alongside the biggest names in retail,” said Tiffany Ramirez, marketing manager at Westfield Garden State Plaza. “We hope this program can be successfully replicated in other Westfield centers across the country.” Unibail-Rodamco-Westfield currently operates 24 shopping centers across the United States.

About Westfield Garden State Plaza

Westfield Garden State Plaza (GSP) is the ultimate fashion, dining and entertainment destination just minutes from Manhattan. Anchored by Neiman Marcus, Nordstrom and Macy’s, the property encompasses the collection of luxury boutiques and high-end fashion district alongside top brands in every retail category and includes Louis Vuitton, Gucci, Tiffany & Co. , Salvatore Ferragamo, Burberry, Versace, Tory Burch, BOSS, Design Within Reach, Tesla, ZARA, NARS, Fabletics and Apple. Approximately 20 million shoppers a year enjoy an unparalleled shopping and dining experience, personalized services and conveniences at GSP.

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CONTACT: Lisa Hermann

Senior Marketing Director

201-843-2121

[email protected]

Tiffany Ramirez

Marketing Manager

201-221-0414

[email protected]

KEYWORD: UNITED STATES NORTH AMERICA NEW JERSEY

INDUSTRY KEYWORD: FASHION PROFESSIONAL SERVICES RETAIL SMALL BUSINESS OTHER SPECIALTY RETAIL

SOURCE: Unibail-Rodamco-Westfield