Federal announces $8 million rebranding of its Bala Cynwyd Shopping Center

Federal Realty is modernizing the appeal of its center in a popular suburb of Philadelphia.

Bala Cynwyd Shopping Center has yet to fill its anchor spot vacated by Lord & Taylor, but Federal is spending $8 million on an uprade and rebrand of the property that it says “exemplifies the neighborhood’s unique tapestry of culture and heritage.”

To be renamed Bala Cynwyd on City Ave., its new design includes outdoor dining and gathering spaces, reconfigured walkways and parking areas, as well as expanded outdoor seating and curbside pickup areas.

“The new name and feel captures the essence of the community and creates a bridge between convenience and accessibility all while keeping its historical integrity,” said Federal’s VP of asset management Kari Glinski.

Bala Cynwyd is a popular suburb in the nation’s sixth-largest metro, and the center’s location on  City Avenue puts it just a short walk from Septa’s Cynwyd train line.  More than 40% of the 230,000 people who live within three miles of Federal’s shopping center are college-educated. The average household incomes in the town is $95,000.

Acme Markets and L.A. Fitness anchor the more than 200,000 sq. ft. center. Other notable tenants include Michaels, Olive Garden, Vitamin Shoppe, and Five Guys Burgers.

Still without a tenant is Bala Cynwyd on City Ave.’s prime location, the 120,000-sq.-ft. former home of Lord & Taylor. Federal’s press release on the rebrand said new tenants would be announced in the coming months, but made no mention of the key anchor spot specifically.

Nonetheless, surrounding business owners welcome the property’s renovation.

“Since the 1950s, the Bala Cynwyd Shopping Center has been part of the City Ave District’s fabric,” said Bryan Fenstermaker, President and CEO of the City Ave District. “We are confident that Federal Realty’s reinvestment and rebrand will help transform the shopping center into a vibrant meeting place for the community.”