The Avenues Mall: An Overview
The Avenues Mall, located in Jacksonville, Florida, has been a retail destination since September 26, 1990. Its location, just off Interstate 95, makes it easily accessible to both locals and tourists exploring things to do in Jacksonville, Florida. The mall has maintained its importance in the city’s commercial landscape, especially on the south side.
Covering over 1.1 million sq ft, The Avenues boasts a wide variety of stores. It currently features prominent anchors like Dillard’s, JCPenney, Forever 21, and Belk.
The inclusion of H&M, Victoria’s Secret, Madrag, Express, Versona, Rainbow, Build-A-Bear Workshop, and LUSH offers options for both trendy and everyday shopping.
Simon Property Group handles management, and it is a real estate giant that also owns 25% of the mall.
With Simon’s influence, The Avenues has managed to keep up with evolving retail demands, even as competition from other centers like St. Johns Town Center has risen. Despite challenges, the mall continues to serve as a key player in Jacksonville’s shopping scene.
The Growth and Evolution of The Avenues
The Avenues Mall began its journey in 1990 with a solid foundation of well-known department stores. Among the original anchor tenants were JCPenney, Sears, and Maison Blanche. The latter was initially expected to open as May-Cohen’s but saw a name change prior to its debut.
The arrival of Dillard’s in 1991, soon after the mall’s opening, boosted the mall’s status as a regional shopping destination. Dillard’s entry came after the brand purchased Ivey’s, another department store that had been previously planned for the space.
Parisian joined the anchor lineup in 1994, bringing a more upscale shopping experience. The store’s arrival came just as Parisian was expanding in other cities like Nashville at the Cool Springs Galleria.
However, the retail scene in The Avenues saw frequent changes in the following years. Maison Blanche transformed into Gayfers in early 1992, which was eventually rebranded as Belk in 1998 after yet another acquisition.
The mall’s adaptability continued in 2006 with the sale of Parisian to Belk, Inc., which led to its conversion into a men’s and children’s store under the Belk brand.
This constant reshuffling of retail spaces demonstrated The Avenues’ resilience as it adjusted to shoppers’ changing needs and the fluctuating presence of large department store chains.
Renovation and Modernization: 2005 and Beyond
By 2005, The Avenues Mall underwent a major renovation to refresh its look and enhance its appeal. The $10.5 million renovation brought a new entrance adorned with stained glass and Italian limestone flooring, giving the mall a more modern and welcoming vibe.
The updates included new restrooms, improved lighting, and lounge seating, which made the space feel more comfortable and contemporary for shoppers.
The mall also replaced its older ceilings and modernized its glass elevator, enhancing both aesthetics and functionality.
A key feature of the renovation was the addition of a children’s play area, which has since become a popular spot for families visiting the mall.
This focus on family-friendly spaces helped position The Avenues as more than just a shopping destination—it became a place where people could gather for leisure and entertainment.
In the years following the renovation, the mall introduced several new stores and experiences. Forever 21 opened one of its largest stores in the United States at The Avenues in 2010, taking over the space previously occupied by the Belk Men’s and Kids store.
This 116,000-square-foot store was a major addition, reflecting the mall’s ongoing efforts to stay relevant amid changing retail trends.
Two years later, in 2012, H&M opened a two-story location, further strengthening the mall’s appeal to younger shoppers and fashion-conscious consumers.
Challenges in the Changing Retail Landscape
Like many malls across the country, The Avenues has faced its share of challenges over the last decade, driven largely by shifts in how people shop.
The rise of e-commerce and the growing popularity of St. Johns Town Center in Jacksonville has impacted the foot traffic and tenant retention at The Avenues.
Stores that were once staples at the mall, such as Gap, Abercrombie & Fitch, Banana Republic, Williams-Sonoma, Coach, and Pottery Barn, relocated to newer developments, making it harder for The Avenues to maintain its once-broad appeal.
The retail apocalypse, a term coined to describe the widespread closure of brick-and-mortar stores in the 2010s, hit The Avenues hard.
During this period, several long-standing stores, such as Brookstone, The Body Shop, Teavana, Justice, New York & Company, Skechers, and The Disney Store, closed their doors.
The closures weren’t limited to specialty retailers; Sears shuttered in 2019, marking the end of an era for one of The Avenues’ original anchor tenants.
Despite these setbacks, The Avenues has managed to hold onto some key tenants. Dillard’s, JCPenney, and Belk provide familiar anchor names that have weathered the changing retail environment.
However, the pressure remains as more retailers move toward online platforms and Jacksonville’s retail competition continues to grow.
The Avenues Today and Future Prospects
As of 2024, The Avenues is still very much an active player in Jacksonville’s retail scene, although it looks different from its heyday.
In 2023, The Avenues Mall welcomed several new dining, shopping, and service additions, enhancing its offerings for visitors.
Cielo Azul Cocina Mexicana now occupies the former Ruby Tuesday space and serves classic Mexican dishes like tacos, burritos, chimichangas, and fajitas.
AO Market, previously located in St. Johns Town Center, opened at The Avenues. It offers a curated selection of spices, drink mixes, candles, and more.
Fundom caters to anime fans with officially licensed merchandise, including comic books, TV shows, movies, and video games.
For those seeking healthy options, Roots + Fruits Juicery specializes in cold-pressed juices, açaí bowls, and juice detox programs.
Other additions include Sugar Kids Spa, where young guests can enjoy mini manicures and pedicures, offering a fun, pampering experience.
VouPre adds to the mall’s beauty and wellness lineup with a range of skincare products, such as facial cleansers, moisturizers, and serums. Eye Center Boutique provides a new service option, offering eye exams, eyeglasses, contact lenses, and designer accessories.
In 2024, the mall opened Mania Jeans, adding to its fashion retail offerings. Additionally, Terra Nosa Brazilian Grill is set to open soon, expanding the dining options with Brazilian cuisine.
Looking ahead, The Avenues’ ability to sustain itself will likely involve creating more reasons for people to visit beyond just shopping. Events, experiences, and community-focused activities might help The Avenues continue to attract foot traffic and hold its ground in a tough retail market.