What: Von Maur is expanding into New Jersey by opening its first store at Freehold Raceway Mall, taking over a former Nordstrom location.
Why it is important: Von Maur’s strategy stands out for its focus on controlled growth and investment in store environments, contrasting with the closures of larger chains.
Von Maur’s decision to open its first New Jersey store at Freehold Raceway Mall signals a notable divergence from the prevailing trend of department store downsizing. By taking over a former Nordstrom site, Von Maur is not only expanding its footprint but also embracing the adaptive reuse of prime retail real estate, a strategy increasingly vital for mall operators seeking to revitalise their properties. The company’s approach is distinguished by a strong emphasis on customer experience, with plans for a complete remodel, plush furnishings, and signature services such as complimentary gift wrapping and shipping. Von Maur’s curated brand selection and robust loyalty program further reinforce its commitment to delivering a differentiated shopping environment. This move, which will employ around 150 associates, reflects the retailer’s belief in the enduring value of physical stores and experiential retail. As other department store chains contract, Von Maur’s expansion highlights how a focus on service, ambience, and strategic site selection can sustain relevance and drive growth in a challenging market.
IADS Notes: Von Maur’s expansion strategy, as seen in "The keys of Von Maur’s success" (Modern Retail, October 2025) and "Family-owned Boscov’s, Von Maur are sleeper success stories" (The Robin Report, May 2025), stands out for its focus on controlled growth and investment in store environments, contrasting with the closures of larger chains noted in "How US department stores tried to reverse market share losses in 2024" (Notion, December 2024). The adaptive reuse of former anchor sites is highlighted in "Westfield launches Allders Parade in former historic department store" (Retail Week, September 2025) and "Dillard’s buys a shopping mall" (Retail Dive, August 2025). The emphasis on customer experience and loyalty is reinforced by "The future of loyalty, according to luxury department stores" (Inside Retail, May 2025) and "The keys of Von Maur’s success" (Modern Retail, October 2025). These trends align with broader mall revitalisation and experiential retail developments reported in "Dillard’s buys a shopping mall" (Retail Dive, August 2025), "Simon Property Group malls reasons for foot traffic increase" (WWD, December 2024), and "Shopping malls are making a comeback in America" (The Economist, April 2025).

Von Maur department stores entering New Jersey