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The Honolulu Advertiser
Posted on: Saturday, January 20, 2007

Ala Moana mall plans new retail concourse

By Andrew Gomes
Advertiser Staff Writer

Traffic moved slowly yesterday at Ke'eaumoku (left) and Kona streets, next to the Nordstrom construction site. A second retail concourse is planned to connect the store directly to Ala Moana Center.

JOAQUIN SIOPACK | The Honolulu Advertiser

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Ala Moana Center plans to make its Nordstrom expansion a bit bigger, creating space for an estimated 16 or 17 more stores as part of recent construction plan modifications.

The change will increase the store choices for shoppers and give more retailers an opportunity to open at the state's largest mall, which continues to grow.

Originally, the three-story Nordstrom addition called for a concourse lined with about a dozen retailers connecting the mall's third level with Nordstrom's third floor. Now a second, lower level of the retail concourse is planned to connect the mall's main level with Nordstrom's second floor, bridging Kona Street below, said Kay Day, vice president of leasing for Ala Moana owner General Growth Properties.

Day said the change was made to improve the customer experience and better connect the new department store with the rest of the mall.

"Rather than customers walking along a parking lot to (Nordstrom's second-floor) door, they can walk through a retail concourse to their door," Day said. "Nordstrom is obviously delighted about that."

Which retailers will move into the retail concourse space is not being disclosed because lease arrangements are in preliminary stages, Day said. Announcements could be made later this year.

Local retail analyst Stephany Sofos said it makes good sense to enlarge the Nordstrom concourse because it should be very well traveled by shoppers.

"It's a good location for retailers," she said. "These guys will be piggybacking off of Nordstrom's newness and excitement. Nordstrom is going to have a lot of activity."

Sofos said she's not surprised that General Growth found a way to add more shops to Ala Moana. "It's continually evolving and reinventing itself," she said.

Ala Moana opened in 1959 with 680,000 square feet of space filled by 87 tenants including Sears, Foodland and Shirokiya. Following the addition of Nordstrom and the new concourse shops in spring 2008, the mall will have 2 million square feet of retail space with about 300 tenants.

The expansion has come in phases, including a diamondhead wing anchored by J.C. Penney and Liberty House in 1966, the food court addition in 1987, a partial third level of luxury retailers in 1989 and Neiman Marcus and more third-level retail in 1999.

In the past three years, about 50 new stores and restaurants, and a nightclub, moved into space vacated when Penney pulled out.

The Nordstrom expansion includes the 200,000-square-foot department store, an adjacent 800-stall parking structure, the two-level retail concourse and 25,000 square feet of retail along Kapi'olani Boulevard.

Reach Andrew Gomes at agomes@honoluluadvertiser.com.

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