Can Brunswick Square Mall Survive in East Brunswick, NJ?

Commercial Origins and Opening (1970)

Brunswick Square Mall sits on land that once belonged to the Ostroski Farm. In 1969, Macy’s Corporation purchased this property from the Ostroski family to build a new department store, Bamberger’s. DeBartolo Realty Corp., known for developing malls, took charge of constructing the entire shopping center.

The mall officially opened in 1970. It featured two main anchors: JCPenney and Bamberger’s. JCPenney, already a well-established national retailer, attracted shoppers with its wide variety of clothing, home goods, and appliances.

Bamberger’s offered a more upscale shopping experience, catering to residents of East Brunswick and surrounding towns.

Brunswick Square was originally a single-story structure with no food court. When it opened, the shopping center had around 60 stores offering a range of retail options.

Its opening took place at a time when enclosed malls were emerging as the dominant shopping destinations in suburban areas, giving it an early advantage in the local retail market.

As the 1970s progressed, Brunswick Square became a central shopping destination in Middlesex County. It benefited from its prime location at the intersection of Route 18 and Rues Lane. Public transportation, including NJ Transit buses, made the mall accessible to a broad range of customers.

Expansion and Renovation (1999-2000)

In 1999, Brunswick Square expanded to accommodate growing demand. The mall added a Barnes & Noble bookstore and upgraded its movie theater. The new 13-screen theater, with stadium seating, replaced an older McCrory’s space.

This expansion came at a time when many malls were incorporating entertainment options to enhance foot traffic, and the theater became a popular draw.

Although the mall lacked a formal food court, it introduced smaller eateries to complement the theater. Nathan’s Famous and Ben & Jerry’s opened in the theater area, catering to moviegoers. These additions were part of an effort to offer more convenience and diversify the mall’s offerings.

The renovation continued into 2000 after Simon Property Group bought the mall. New skylights, ceilings, flooring, and lighting gave the interior a fresher look.

The mall also added a second main entrance, positioned on the west side through a former Kinney Shoes location, which allowed easier access to the stores near Spencer’s Gifts. These changes aimed to modernize the mall and improve the shopper experience.

During this period, Brunswick Square maintained its core anchor stores, JCPenney and Macy’s, while making targeted updates to stay competitive with larger shopping centers in New Jersey. This expansion marked a turning point in its ability to attract new tenants and customers.

Ownership Changes and Store Turnover (2011-2016)

By 2011, Brunswick Square saw further changes, starting with JCPenney’s renovation. JCPenney introduced a new store design and added a Sephora, a move designed to modernize its offerings and appeal to younger shoppers.

Meanwhile, the mall’s theater also underwent a transition. Mega Movies, which operated the theater, closed, and Starplex Cinemas took over in 2011. Starplex Cinemas kept the theater running but made slight adjustments to its operations.

Ownership changed hands in 2016 when Simon Property Group sold the mall to WP Glimcher. A few key stores left, such as Subway, which the Pop In Cafe replaced.

Meanwhile, Ruby Tuesday, a long-standing restaurant, closed its doors in 2017, and Bar Louie and Red Robin took its place, attempting to fill the void in dining options.

This period also saw the mall experiment with newer, more unique tenants. A Dollar, GoWireless, and T Mobile joined the roster, while entertainment options remained a focus.

AMC Theatres acquired Starplex Cinemas in 2015, upgrading the theater further and solidifying its role as one of the few entertainment draws at the mall.

Recent Developments at Brunswick Square Mall

In 2021, Brunswick Square made a unique addition: Pups of War, a 4,000-square-foot Nerf blaster arena. This entertainment venue brought a new dimension to the mall, catering to families and children.

As other malls across the country added similar attractions to draw customers, Brunswick Square saw this as a way to stay competitive.

In August 2022, Toys R Us returned triumphantly to the retail scene at Brunswick Square Mall. The beloved toy retailer found a new home within the Macy’s department store following a partnership between Macy’s and Toys R Us.

This development brought the iconic Geoffrey the Giraffe back to greet children and rekindle the nostalgic magic of Toys R Us for many locals.

In the fall of 2023, Paramount Realty and Edgewood Properties acquired the 755,000-square-foot mall, marking a new chapter in its history.

At the time of acquisition, the mall was reported to be fully occupied, according to a news release from Paramount Realty in November 2023. This development came with promises of a complete redevelopment of the property in the near future.

Despite the ownership change, Brunswick Square has been losing stores. One notable closure is Spencer’s, a well-known chain offering novelty items and adult products.

In June 2024, Spencer’s posted signs outside its Brunswick Square location announcing its move to Menlo Park Mall in Edison, NJ. This is the only Spencer’s store out of 18 in New Jersey that is closing. The store officially closed on July 21, 2024.

As of mid-2024, several more stores were closed. Some of the spaces had inventory or signage inside, while others were listed as “For Lease” or had their windows covered with paper, indicating a decline in retail activity.

Brunswick Square’s anchor tenants—Macy’s, JCPenney, AMC Theatres, and Barnes & Noble—continue to operate. However, the mall’s future remains uncertain as its owners plan a potential redevelopment.

While these plans are still in the early stages, Brunswick Square’s retail environment remains tough, and its long-term prospects depend heavily on how effectively the redevelopment addresses the challenges facing traditional shopping centers.