Aveda will close its longstanding store at Lenox Square in Buckhead as of September 24. The 776 square foot store on the mall's main level close to Bloomingdale's, informed customers of the closure late Monday and directed them to the company's other store at Perimeter Mall in Dunwoody.
No reason was provided for the sudden closure.
The brand, one of more than a dozen cosmetics lines owned by Estée Lauder Companies, has been a fixture in Lenox Square for many years.
There is reportedly no immediate plan for the space, but the mall is also without its longtime leasing guru. Michelle Smart, who for more than ten years was Vice President of leasing at Lenox Square and Phipps Plaza, resigned in late August and joined several other Simon defectors at Tanger, a company known for outlets but with a growing interest in lifestyle centers.
Tanger is led by Stephen J. Yalof, who joined the company in January 2021 after nearly six years at Simon Property Group, where he was CEO of the company's Premium Outlets division.
With the company still seeking a Smart replacement (pun intended), leasing for Lenox Square (and Phipps Plaza) is currently being handled out of Simon's headquarters in Indianapolis.
Aveda is the latest in a growing list of retailers that have vacated positions in Lenox Square and Phipps Plaza in favor of other space either in Buckhead or in other parts of Atlanta.
In January, Brahmin, a retailer specializing in handbags and wallets in Lenox Square since 2010, closed in Lenox Square and opened a new store at Perimeter Mall in Dunwoody.
Madewell and Johnny Was relocated from Lenox Square and Phipps Plaza, respectively, to The Shops Around Lenox. Tommy Bahama, which had already downsized its presence at Phipps Plaza, closed its store altogether, opting instead to focus on its store at Avalon in Alpharetta.
Invicta, a watch retailer, closed its store in Lenox Square but remains open at Perimeter Mall in Dunwoody. Similarly, Vineyard Vines closed their store in Lenox's prized "main mall" corridor but remains open at Avalon. Denim retailer True Religion which previously closed its store at Lenox Square, opened a new store at Cumberland Mall this past fall.
Perhaps most surprisingly, longtime Lenox tenants Williams Sonoma and Pottery Barn in recent years both closed their stores in the mall, directing would-be patrons to their outposts in Ponce City Market.
22 comments:
I noticed no one wants to rent the old Del Frisco's space across from Lenox either. Will probably turn into another "lounge" for the drugs dealers and strippers in the neighborhood at some point.
Wow, had to stop and think that it has been several months since I went to Lenox/Phipps. At one time I probably went to one or the other weekly to shop, eat, see a movie, etc. Now, if I go it is often a quick run into Brooks Brothers or maybe Macys. The reality, for a number of reasons, I'm more like to visit Perimeter.
Why go to Lenox when you get Aveda at numerous salons around town?
My company looked at and wanted to lease the Del Frisco
location but they wanted top dollar+ for it. We ended up down the road $15 per cheaper. Same deal for that building beside Bones. The owners would rather let it sit for years than to rent it at true market rates.
I wonder how Brooks Brothers survives in Lenox? I doubt they'll last much longer.
Both of the spaces you mention are HUGE - Where did you end up?
RE: Brooks Brothers,
Simon in partnership with Authentic Brands Group, purchased Brooks Brothers in late 2020 after the retailer filed for bankruptcy. This move was perceived as a way for Simon to lessen the likelihood of them leaving their malls anytime soon. (Simon also owns stakes in Aeropostale, Forever 21, Eddie Bauer and Lucky Brand, among others, for similar reasons.)
People will not shop recreationally where they don't feel safe. Whether crime is the reality or it's just a perception, this has happened to hundreds of shopping areas across the country.
The lease was up, Lenox offered them an exorbitant increase to stay and a better deal to move to an undesirable location so they chose to leave. Same old story at Lenox. They can command top dollar for prime spaces, so they do.
Not surprised about anything closing at Lenox. I live less than 10 miles from there and haven't been in over 5 years. I still like Malls and typically do my in store shopping at Perimeter and Northpoint. If I lived closer to Mall of Georgia would definitely go there a lot.
Perimeter will be gone soon too. Estee Lauder is moving away from physical retail with Aveda and focusing more on expanding and selling through salons. The same thing happened with Origins.
Aveda's retail stores are being phased out in favor of selling through salons. They made a similar decision with Origins, and M.A.C. is also contracting. Their focus is on their luxury lines like Jo Malone and Le Labo.
The *hood* effect kicking in now. Traffic is not a measure anymore at places like Lenox. You have so many thousands that just hang around the mall and spend no $. When they do spend, it's on cheap wannabe rapper crap. It's no longer a pleasant experience to shop at the "mall". Especially when you have to go through metal detectors to enter.
Aveda will close all corporate stores since they have retail outlets at numerous salons. This is not news.
Posters at 5:41 and 8:44 nailed it.
The whole 'unsafe' and 'hood' comments about Lenox have really played out and are really dated. It's one of Simon's top-performing mall in the US. Was just there a couple of weeks ago and it was a great experience and they've added a lot of very nice new stores.
Just not the same feeling or value
Agreed, I live close by and go all the time and never feel unsafe.
And those “reasons” have absolutely nothing to do with Aveda closing.
Agreed, in some ways it feels the best it’s been in years, thriving with new stores opening all the time. The increased police presence is annoying (I had my purse searched on the escalator exit) but welcomed. It’s always crowded and lively and in that way is going against a lot of the mall stereotypes of recent years.
All safe malls have metal detectors.
Was there a loose board? They nailed it? Thanks for safety!
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