Blue Star Shopping Center in Watchung, New Jersey is undergoing a bold, multi-phase redevelopment that is redefining the property as a modern, community-focused retail destination along the Route 22 corridor.
Spanning approximately 420,000 square feet, the long-established open-air center is being thoughtfully repositioned to better serve today’s consumers—blending a stronger tenant mix, enhanced design, and experience-driven public spaces.
A Strategic Transformation
Levin Management Corporation (LMC), which manages and leases Blue Star Shopping Center, has taken a strategic, phased approach to the redevelopment. The goal: to evolve the center into a vibrant, daily-needs hub that reflects shifting consumer preferences and retail trends.
This transformation goes beyond physical upgrades. It is about creating a place where convenience, community, and experience intersect.
Phase I: A New Anchor, Seamlessly Delivered
A major milestone in the redevelopment was the opening of a new 72,000-square-foot ShopRite of Watchung in April 2025.
What made this achievement particularly notable was the complexity of the execution. LMC successfully facilitated the construction of the new store while the existing ShopRite remained open and operational. This approach preserved customer access, maintained foot traffic, and supported in-line tenants throughout the process.
The result was a seamless transition—and a powerful catalyst for renewed momentum at the center.
Driving a Turnaround
Since the opening of the new ShopRite, Blue Star has experienced a meaningful resurgence.
Leasing momentum has accelerated, supported by a curated mix of national brands across value retail, dining, fitness, and everyday needs. New and incoming tenants include Burlington, Planet Fitness, Five Below, Raising Cane’s, honeygrow, Taco Bell, and more.
Consumer response has been equally strong. Annual visits have increased from approximately 2.9 million to 3.4 million—an increase of roughly 17%—demonstrating the impact of strategic reinvestment and thoughtful merchandising.
Phase II: Reimagining Space for the Future
Phase II of the redevelopment is currently underway, focusing on the adaptive reuse of the former ShopRite space.
This phase includes the introduction of Burlington and the relocation of Marshalls to a newly configured space, further strengthening the center’s merchandising mix and appeal.
Additional development plans include a new 8,500-square-foot Raising Cane’s restaurant, continuing to enhance Blue Star’s dining and lifestyle offerings.
A New Look and Feel
The redevelopment includes a comprehensive upgrade to the center’s physical environment, creating a more inviting and engaging atmosphere for shoppers.
Enhancements include:
- A completely redesigned façade to modernize the center’s appearance
- A central outdoor courtyard designed for gathering, events, and community use
- The Blue Star Memorial installation, honoring U.S. Armed Forces and connecting to the historic “Blue Star Drive” designation along Route 22
- Improved landscaping, parking, and traffic flow for greater convenience and safety
- Sustainability-focused upgrades, including LED lighting improvements
Together, these elements are transforming Blue Star into a place where people want to spend time—not just shop.
A Community-Centered Future
Blue Star Shopping Center’s redevelopment reflects a broader evolution in retail real estate: the shift toward centers that serve as essential, community-oriented destinations.
By combining strong anchors, relevant brands, and thoughtfully designed public spaces, LMC is positioning Blue Star for long-term success.
As redevelopment continues, the center is emerging as a standout example of how strategic repositioning can unlock new value—for tenants, owners, and the surrounding community alike.
