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El Segundo has another new mall coming to town next summer.  "This is a really affluent, educated, sophisticated pocket of Southern California " which borders on Manhattan Beach thus developers have found it challenging to find the right mix to appeal to the area that already offers so much.

This new location is between two existing established malls (one across Rosecrans in Manhattan Beach Mall and the other just to the North in El Segundo Plaza) and down the street (Rosecrans) from several mid to upper scale restaurants. This rules out a number of stores/restaurants... The selective list of signed tenants thus far are Lucky Brand, Atheleta, Mendocino Farms, Superba Food & Bread, ShopHouse and True Food Kitchen. Looks to me like the mix should be another success!

Developer selectively signing up tenants for El Segundo mall

 

Federal Realty Investment Trust is building the Point, shown in an artist's rendering, at the northeast corner of Sepulveda Boulevard and Rosecrans Avenue. (Federal Realty)

By Roger Vincent; November 5, 2014 5:00 am

An $80-million outdoor shopping and dining complex under construction in El Segundo has signed up nearly half of the tenants expected for the mall when it opens next summer.

Federal Realty Investment Trust is building the lushly landscaped center, called the Point, at the northeast corner of Sepulveda Boulevard and Rosecrans Avenue that it hopes will become a meeting place for South Bay families and workers.

As designed by Architects Orange, the Point will include a large outdoor grass courtyard, a children's play area, casual seating and fire pits.

So far, the developers have selected a mix of popular but not nationally prevalent eateries, retailers and an exclusive fitness studio.

It has been challenging to find tenants likely to appeal to the demanding South Bay audience, said Jeff Kreshek, head of leasing on the West Coast for Rockville, Md.-based Federal Realty.
"This is a really affluent, educated, sophisticated pocket of Southern California," Kreshek said.

Athleta, an upscale fitness fashion brand for women owned by Gap Inc., will sell apparel and gear for yoga and seasonal sports such as swimming and running. Athleta will also offer free in-store fitness classes with local instructors.

Los Angeles denim and fashion giant Lucky Brand will open its largest store in the country at the Point in what is intended to be a first-of-its-kind flagship location, Kreshek said. Also on the fashion front will be a location of Orange County retailer No Rest for Bridget, which specializes in trendy, affordable apparel for career women.

For diners, the mall landlords have signed Los Angeles artisan sandwich maker Mendocino Farms and Superba Food & Bread, a coffeehouse, wine bar, restaurant and marketplace created by the founder of Pitfire Artisan Pizza.

True Food Kitchen, created by boutique restaurant group Fox Restaurant Concepts, will offer dishes based on the principles of doctor and author Andrew Weil. Another Fox Restaurants eatery will be North Italia, a traditional Italian restaurant.

ShopHouse, which was developed by Chipotle, will serve an Asian interpretation of fast food. Other retailers are in negotiations for the remaining space, Kreshek said.

"We are trying to curate the right mix of tenants," he said. "We expect to open very close to full."

Source: http://www.latimes.com/business/realestate/la-fi-el-segundo-tenants-20141105-story.html