Monmouth Mall, currently undergoing redevelopment into an open-air center named Monmouth Square, is a commercial and residential complex in Eatontown, New Jersey. Located at the intersection of Route 35, Route 36, and Wyckoff Road (CR 547), it is owned by Kushner Companies. Prior to its current redevelopment, it was an enclosed split-level shopping center with a gross leasable area of , making it the sixth-largest shopping mall in New Jersey.
, the property is undergoing a $500 million de-malling process to convert the site into an open-air retail and residential complex. The redevelopment, which officially broke ground in May 2024, will reduce the retail footprint to approximately to make way for a public green space, medical office space, and a residential component featuring 1,000 apartment units. While the project is estimated to be complete by 2028, the site continues to be anchored by Macy's, Boscov's, and an AMC Theatres multiplex, with a new Whole Foods Market expected to open in late 2026.
Before the then-named Monmouth Shopping Center was developed, much of the 64-acre site consisted of a 43-acre farm owned by Albert E. Adams. Following his death in 1954, the property passed to his son, Oliver. In January 1956, amid reports that a Newark, New Jersey firm was gathering options on nearby parcels, a Newark "dummy company" called Monmouth Restaurant and Motel Co. purchased the Adams farmland for $200,000. A New York City attorney representing the company refused to identify their client at the time, stating only that the land was bought for resale.
The involvement of out-of-town developers and the use of a mystery company drew skepticism. The sale was finalized on a Friday; the following Wednesday, the Eatontown Borough Council introduced an amendment to rezone the farmland from an R-3 residential zone to business and light industry. While Eatontown Mayor Fraser Bliss Price denied knowing whether the farm had been sold or that the buyers had requested a zoning change, the Newark real estate firm Feist & Feist, Inc. eventually emerged as the project's coordinator. Over the following years, the firm would assemble the site and negotiate leasing terms.
Groundbreaking for the multi-million dollar project took place on May 12, 1958. Owned by the Massachusetts Mutual Life Insurance Company, the center was designed by the architectural firm Kahn & Jacobs with engineering by Abbott, Merkt & Company.
The center's architects rejected the long corridors common in earlier shopping centers in favor of a "cluster plan." Stores were grouped around the two anchor department stores and organized by shopping category, making it easier for shoppers to compare prices and styles. The malls between buildings featured redwood benches, decorative fountains, and protective canopies. To maximize interior selling space, individual heating units were installed on the roofs of each store rather than in a central plant. The finished project used 4,200 tons of steel across 14 buildings, totaling of leasable retail space.
On February 12, 1960, the center was dedicated to "the famous Americans of Monmouth County â past, present and future," with the words inscribed in marble over a time capsule at the base of the center's three flagpoles. As part of the ceremony, local Boy Scouts placed objects representing the past, present, and future into the capsule, including historical documents from Monmouth County residents, the center's architectural plans, and a copy of the newest Boy Scout Handbook.
Monmouth Shopping Center officially opened March 1, 1960. An estimated 85,000 people attended the opening, filling the 4,200-car parking lot throughout the day. The heavy turnout caused severe traffic congestion at the Eatontown Circle, requiring state police from Shrewsbury and Keyport to assist local authorities in directing traffic. One bus reportedly took 10 minutes to cross a part of the circle. To celebrate the opening, management gave $50 bank accounts to the first boy and girl born in the county that day and launched 3,000 helium-filled balloons.
Twelve of the center's more than 50 stores began operations on opening day. BambergerâÂÂs was the largest anchor tenant, occupying 233,000 square feet and featuring murals by artist Howard Pedersen. Montgomery Ward was scheduled to open the center's second-largest store, a 120,000-square-foot branch, in mid-May. Other initial tenants included Franklin Simon, Food Fair, and S.S. Kresge. Montgomery Ward was replaced by Alexander's in 1971.
The mall was enclosed and expanded to its current size in 1975. The older section of the mall continued to have one level while the new expansion included two levels that were anchored by Hahne's on March 5, 1975, JCPenney on September 8, 1976, and Abraham & Straus in 1978. Alexander's closed in January 1983 and was succeeded by Caldor's, a discount department store.
In 1987, the mall was renovated. The renovation brought in new lighting, new flooring, and new glass and chrome handrails along the second level. The renovation also removed the in-floor planters and replaced them with movable planters. The renovation also closed off the entrance near the former arcade on the Wyckoff Road side of the old wing; and raised the lowered seating areas in front of the anchors.
Ashley Tisdale was discovered at the mall in 1989 as a three-year-old.
Through the years, Monmouth Mall has seen a fluctuation of different anchors. Anchor changes consisted of Caldor replacing the former Alexander's in 1983, Macy's replacing Bamberger's in 1986, Lord & Taylor replacing the former Hahne's in 1990, Stern's replacing Abraham & Straus in 1995 and Boscov's replacing the former Stern's in 2001.
In 1994âÂÂ1996, the mall was expanded to include an elevator and a food court (modeled after a Jersey Shore theme) including 1920s-style beach photos wrapped around the columns in the older section of the mall, as well as Nobody Beats the Wiz, a new 15-screen Loews Theatres (now AMC). Old Navy replaced the closed Caldor. The mall also saw minor cosmetic changes that consisted of replacing black with sky blue in the color schemes through painting and retiling, as well as new lighting along the pillars.
Monmouth Mall went through another significant expansion in 2009. In mid-2010, cosmetic renovations started at the mall including new tile, paint, lighting, and a complete overhaul of the food court. The renovations lasted until summer 2011.
In 2012, Vornado Realty Trust announced plans to sell its portfolio of enclosed shopping malls. In August 2015, Vornado's fifty percent stake and management in the Monmouth Mall was sold to co-owner Kushner Companies for $38 million. In 2021, Brookfield sold the mall outright to Kushner Companies.
Through the 2010s and 2020s, many stores began to close due to the changing retail environment. In 2010, Planet Fitness opened at Monmouth Mall, but eventually relocated to a new store in Shrewsbury in 2022. On September 7, 2018, it was announced that Lord & Taylor would be closing as part of a plan to close 10 stores nationwide; the store closed in January 2019. On June 22, 2020, Crate & Barrel opened a temporary close out store on the 1st floor in the former Lord & Taylor space, which has since closed.
In June 2022, it was announced that JCPenney would exit the mall after 47 years in operation; it closed on October 23, 2022. The same year, the mall announced that the parking garage would be demolished due to structural instability. Several smaller retailers also departed around this time: Norman's Hallmark Cards Inc. relocated to West Long Branch, Spencer's Gifts moved to Jersey Shore Premium Outlets in Tinton Falls, and in December 2023, Forever 21 announced it would close its mall doors in January 2024.
In February 2016, Monmouth Mall owner Kushner Companies announced conceptual plans to redevelop the mall into a pedestrian-friendly "live, work and play" development at a cost of approximately $500 million. Renamed the "Monmouth Town Center", the proposal included residential apartments, a hotel, retail space, entertainment, and dining options. The proposal also included an outdoor plaza, green spaces, and a biker- and pedestrian-friendly streetscape. The residential component was intended to include one- and two-bedroom apartment units to minimize impacts on local traffic and public school systems. Kushner Companies's then-CEO Jared Kushner noted the struggle faced by traditional enclosed shopping malls in the 21st century, and consumer trends of the Millennial generation as catalysts behind the redevelopment.
On April 27 of that year, a public meeting was held in a local middle school gymnasium where Eatontown's mayor Dennis Connelly and the Borough Council spoke out against a zoning change that would allow the expansion of the mall. Several borough residents also spoke out against the redevelopment, and Kushner announced the abandonment of the project at the same meeting.
A new proposal issued in January 2018, named "The Heights At Monmouth," suggested the demolition of the two-story wing that includes Boscov's and covers and new additions that would bring the mall's total gross leasable area to . Kushner partnered with Rouse Properties (now Brookfield Properties) for this iteration, which was approved on July 16, 2018. The plans included opening up the two-story mall corridor, creating new outdoor corridors, and the addition of 700 residential apartment units, of which 88 would be designated as affordable housing.
In April 2023, the local government of Eatontown officially agreed to updated redevelopment plans to turn the mall into an improved commercial area dubbed "Monmouth Square." The proposed residential section, which includes the construction of apartments, will eventually become known as "Monmouth Village."
Demolition of empty sections of the mall, including the location of Monmouth Mall's former Lord & Taylor, began at the end of 2023. On August 1, 2023, it was revealed that one of the first retailers for the updated mall would be Whole Foods. The supermarket is planned to open in the original footprint of the mall's Barnes & Noble, with the bookstore relocating to a different section of the complex.
As of 2025, the remaining businesses operating in the footprint of the former mall include Buffalo Wild Wings, Macy's, Barnes & Noble, Boscov's, LensCrafters and AMC.