Monday, June 24, 2013

HomeGoods Makes Three at Town Center Plaza

HomeGoods moves a hop & a skip away to join friends in Kennesaw.

This past Sunday, HomeGoods joined fellow TJX Companies brands T.J. Maxx and Marshalls in Town Center Plaza on Ernest W. Barrett Parkway in Kennesaw. Town Center Plaza is just off I-575 and across from Town Center at Cobb, a Simon mall.  

Interestingly, HomeGoods is occupying what was previously Michaels.  Michaels moved to a former Linens  'n Things  space, in a center about a half mile way, nearby to what is now the former HomeGoods.  Off Broadway also left a space near the current Michaels to join the many TJX companies in Town Center Plaza.  Off Broadway was previously in a freestanding building at Town Center Commons, but was across the street from arch-rival DSW and therefore its new location makes more sense so that it can work off the attraction of its co-tenants.     

This is the first instance that I'm aware of in the state where all (domestic) TJX brands were in separate storefronts within the same center.  Heritage Pavilion on Cobb Parkway is home to both Marshalls and a T.J. Maxx / HomeGoods (formerly known as T.J. Maxx 'n More) which would be the closest comparison.  

The Marshalls at Town Center Plaza dates from 1989 and at nearly 50,000 square feet, is one of the largest in the chain. The T.J. Maxx is about 36,000 square feet, slightly larger than their typical stores, while the new HomeGoods is about 25,000 square feet.  

As you can see from the above photos, the center, especially T.J. Maxx and Marshalls, are renovating and sprucing up their exteriors.  In addition, the center as a whole will also get a refresh and I'm told dressbarn is close to signing for an approximately 7,500 square foot space next to HomeGoods.  

Just as a quick TJX history lesson, Marshall's began in Boston in 1956.  T.J. Maxx started in Framingham, Massachusetts in 1976. T.J. Maxx was created after its then parent, Zayre, was unsuccessful in purchasing Marshalls and instead hired a former Marshalls executive to "clone" it.    Marshalls was purchased by Melville Corporation in 1976 and went through serious growth.  During the late 80's and 90's, Melville shed nearly all of their retail chains, except for CVS Pharmacy.  In 1995 T.J. Maxx purchased Marshalls and by 1996 Melville had renamed themselves CVS Corporation. HomeGoods began in 1992.

Do you prefer Marshalls or T.J. Maxx?  Do you prefer DSW or Off Broadway?  Are you excited to see the changes at Town Center Plaza?  Please share your thoughts.

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