As part of North American Properties’ (NAP) ongoing efforts to redefine Avenue East Cobb (AEC) as a hometown hangout, three more concepts have been secured to open at the lifestyle center alongside recently announced Barnes & Noble and Evereve. The latest deals to be signed at AEC include Faced the Facial Studio, Peach State Pizza and Press Waffle Co.
“Like most things in life, brands are constantly changing in popularity, and landlords must keep their tenant mixes fresh to meet ever-evolving consumer demands,” said Brooke Massey, NAP leasing representative. “The new family demographic in East Cobb is extremely underserved compared to nearby markets such as Roswell and Alpharetta. Our re-merchandising strategy is focused on delivering a wide range of experiences that satisfy the interests of locals and support the ‘Keep it in Cobb’ campaign.”
New to Avenue East Cobb
Barnes & Noble – The nation’s largest bookseller is set to open one of 30 newly designed stores at AEC later this summer. Its revamped model replicates the personal touch found in independent bookshops. Barnes & Noble’s new 15,000-square-foot space will feature modern fixtures and furniture, an updated paint scheme, cozy book rooms, and an in-store café. Shoppers can expect a hand-curated selection of books chosen by their local bookseller and tailored to the community, as well as a complementary assortment of great gifts, vinyl, toys, family games and puzzles.
Evereve – Recognized for its personalized styling experience and outstanding customer service, Evereve is one of the fastest-growing women’s fashion retailers in the country. Its carefully curated product selection includes a mix of exclusive, on-trend pieces from name brands like Citizens of Humanity and Michael Stars. Evereve at AEC marks the third Georgia location for the retailer and second in NAP’s portfolio. A grand opening is slated for later this year.
Faced The Facial Studio – Facial enthusiasts will no longer have to make the drive to Intown Atlanta to experience the chic, efficient wellness rituals of Faced The Facial Studio (Faced). The skincare studio is set to open its first location outside the perimeter at AEC later this year. Recognized for its 30- and 50-minute custom facials and Hydrafacials at an approachable price point, Faced provides effective and accessible services without sacrificing a luxurious, relaxing environment. Each custom facial is designed by expert estheticians based on clients’ unique skincare concerns. During a visit, treatments may include Microdermabrasion, LED Light Therapy, Enzyme Peels, Extractions, and the Ultrasonic Skin Scrubber. In addition, Faced offers a wide array of skincare products from brands like Augustinus Bader, Dr. Barbara Sturm, iS Clinical, Image Skincare, and other favorites. The 2,100-square-foot studio, designed by Square Feet Studio, will be located next to Warby Parker.
Peach State Pizza – Co-founded by brothers David and Michael Cohen, Peach State Pizza is a brand-new dining concept specializing in Southern-style pizza with an emphasis on fresh, local ingredients. David, a pizza industry veteran, is blending his skills with Michael’s business background, to develop the venture. Each pizza will be hand-crafted using a proprietary dough recipe and traditional or Southern-inspired toppings baked in a wood-fired oven. Other menu items include a variety of appetizers, salads, sandwiches, and desserts. Locally brewed beer as well as classic domestics and specialty cocktails made with liquors from local distillers will also be served. Décor in the 3,650-square-foot restaurant will reflect the warmth of a Southern farmhouse and the relaxation of a front porch swing, punctuated by vintage photos, signs and artwork of classic Georgia landmarks. In addition to indoor dining, the restaurant will feature two patios, which the team plans to activate with programming such as cornhole competitions and live music. Construction is slated to begin this spring with a grand opening projected for late summer.
Press Waffle Co. – Founded in 2016, Press Waffle Co. began as a dream between two brothers on a mission to bring the classic Belgian Liége waffle to the States. One food truck, a storefront, and a successful appearance on ABC’s hit show Shark Tank later, the concept is officially expanding across the country, with the first Georgia location slated to open at AEC this fall. It will also be the first franchise for husband-wife duo Keith and Niki Ginel, East Cobb locals eager to bring the popular Belgian delicacy to the community. They envision a French café ambience for customers to soak up while indulging in a selection of savory and sweet dishes like The House, a bestseller featuring strawberries, cookie butter, Nutella, and a house made whipped cream atop a golden Liége waffle. Press Waffle Co. will occupy 1,200 square feet of the forthcoming jewel box near Sephora.
Since assuming leasing duties at AEC, NAP has inked deals with lululemon (permanent store now open), New York Butcher Shoppe (coming soon), Warby Parker (open), Tempur-Pedic (coming soon), Vanilla Café (open), Hand & Stone (relocation and expansion in progress) and Kendra Scott (one-year pop-up, open).
The full scope of NAP’s redevelopment project includes constructing an 8,000-square-foot Plaza surrounded by restaurants with activated patios, a deck with soft seating, an attached stage with an LED screen, and a drive aisle to allow for covered vehicle drop-offs; two 2,500-square-foot jewel boxes; and overall aesthetic upgrades, including custom-designed storefronts, a refreshed streetscape and modernized signage.
About Avenue East Cobb
Originally opened in August 1999 as one of the first outdoor, pedestrian-friendly retail developments, Avenue East Cobb is a 30-acre lifestyle center located in affluent Marietta, Georgia. For over 20 years, the center has served as a key shopping and dining destination for residents of Cobb County, offering a collection of 44 retailers and restaurants. In July 2021, North American Properties (NAP) entered a joint venture partnership with PGIM Real Estate to reposition the open-air lifestyle center by enhancing the guest experience and creating a modern gathering place for the community. NAP now oversees management and leasing of Avenue East Cobb.