Coach, Zara & Primark lead Kings Plaza's reinvention as Macerich seeks to court younger shoppers

Coach has opened a new store in Kings Plaza in Brooklyn, its only location in the borough, becoming the latest brand to lease space in the Mill Basin mall as owner Macerich continues to invest in reshaping its offering to attract younger, more experience-driven shoppers.

The luxury brand joins a strong tenant mix that has changed significantly over the past five years. Since 2021, Kings Plaza has added 35 stores, according to Macerich. Recent openings include Pacsun, Foot Locker, JD Sports, Crocs, Urban Planet, Akira and Digiso. Gap, Pop Mart and Ross are set to open stores soon, together with a relocated and expanded Journeys store in the footwear retailer's 4.0 concept.

Former department store anchors at Kings Plaza now house Target, Zara and Primark

One of the largest changes to take place within Kings Plaza is among its former anchor retail units. Areas once occupied by department stores, including Sears, now house a three-level Target, Primark, Ashley Furniture, Burlington and Zara. The mix combines value and fast fashion with home and is a reflection of how mall landlords across the US have replaced single department store anchors with several large-format tenants.

Macerich has invested more than 250 million US dollars in Kings Plaza since acquiring it in 2012. Outside of leasing, the owner has invested in upgrades including new lighting, flooring and furnishings throughout the shopping center, as well as improvements to the attached parking deck. A new parking validation program with Target gives customers 90 minutes of free parking when they spend 25 US dollars or more at the retailer.

"Kings Plaza's longevity is a strength, and we've never viewed that history as a reason to stand still," said Jamie Bourbeau, senior vice president of leasing at Macerich, in a press release. “We’ve been deliberate about bringing in new brands, concepts and experiences that respond to what today’s shoppers want while preserving the sense of familiarity that has made Kings Plaza part of the Brooklyn community for generations.

“The result is a stronger, more dynamic center positioned to remain relevant for decades to come.”

Macerich investments in Kings Plaza are designed to appeal to a wider group of young consumers. According to Placer.ai data, 57 percent of shoppers aged 18 to 34 said they visited a mall frequently and were more likely than older groups to go without a specific purchase in mind in 2025, a group the mall wants to capitalize on.

Kings Plaza draws nearly 11 million shoppers a year, with an average visit lasting 73 minutes, a figure Macerich said is rising. The recent openings reflect that target audience - sneaker and streetwear retailers, youth apparel, and Pop Mart's collectible toys, all categories built on repeat, browse-led visits.

Kings Plaza redevelopment comes as Macerich posts record Q2 sales

Other changes being made to Kings Plaza include the conversion of the former Best Buy space into an exterior-facing Restaurant Row, adding quick-service and casual dining at one of the mall's main entrances. Other food options set to open include Applebee's and Chipotle, set to open in the fourth quarter of 2026, as Dunkin' is scheduled for a remodel in 2027.

The redevelopment of Kings Plaza comes as Macerich reports strong trading across its portfolio. In the second quarter of 2026, the REIT recorded company-record sales of 919 US dollars per square foot portfolio-wide, and 954 US dollars across its go-forward portfolio, where occupancy rose to 95.5 percent. Macerich did not disclose sales or occupancy figures for Kings Plaza itself.

Kings Plaza is one of three Macerich malls in New York, alongside Queens Center and Green Acres. Opened in 1970, the center still counts some long-standing tenants, including Cookie House, which has operated there since 1978.