Hip Hip Hooray, Ashley Homestore Set To Open For A Decade At The East River Plaza In East Harlem

Blumenfeld Development Group announced today that Ashley HomeStore, the number one mattress and furniture retailer in the USA, has signed a 10-year lease at East Harlem-based East River Plaza.

The deal, brokered by David Lucas of Julius M Feinblum Real Estate Inc.; includes 2 five-year renewal options for the 19,687 square foot space that was previously occupied by Old Navy.

Ashley HomeStore is scheduled to open its doors by Fall 2022.

East River Plaza has been a staple of the East Harlem neighborhood since 2009 with a diverse set of tenants across industries and sectors that include: Costco, Planet Fitness, Applebee’s, Burlington, and Mount Sinai.

The shopping center continues its commitment to the community by regularly hosting events such as festivals, holiday concerts, art installations, and supporting local organizations throughout the year.

“We welcome Ashley HomeStore and its team to the East River Plaza family. Local residents and customers can now fulfill all their shopping needs including top-quality home furniture in one place,” said David Blumenfeld, Vice President, Blumenfeld Development Group (BDG).

“Ashley HomeStore is a nationally recognized and beloved brand and we look forward to adding them to our diverse group of East River Plaza tenants,” said Alex Varon, Senior Director, Brookfield Properties.

Some East River Plaza stores, including those providing essential goods, stayed open throughout the beginning days of the pandemic and lockdown.

The shopping mall followed all state, federal, and CDC guidelines and provided hand sanitizer, and masks as well as increased cleanings of high-touch areas during these times to maintain a safe environment for patrons and staff.

Charitable and Local



Blumenfeld Development Group is a full-service real estate development firm with a diverse portfolio in the New York metropolitan region that is expanding into other national markets.

BDG develops all asset types including industrial and logistics, multifamily, retail, office, medical office, aviation-related, and experiential entertainment.

BDG services include leasing, acquisitions, property management, construction, land use, architecture, engineering, and design.

BDG not only supports a host of charitable-based initiatives but regularly invests in the local communities in which it develops.

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