Frisco’s Stonebriar Centre is writing the suburban mall playbook for how to stay on top (2024)

Frisco’s Stonebriar Centre is a traditional enclosed suburban mall surrounded by some of the fastest-growing cities in the U.S., but that’s not a guarantee for success in the mall business these days.

During this post-Christmas season and before spring and summer upticks, Stonebriar is moving some of its more than 200 stores around to make room for new ones coming in, such as Mango and Chubbies.

A large retailer has committed, but the mall said it can’t yet disclose the name that’s partly responsible for some of the recent moves.

Stonebriar was one of the last enclosed malls to be built in the U.S. when it opened in 2000. It’s anchored by Nordstrom, J.C. Penney, Dick’s Sporting Goods, Dillard’s and Macy’s.

A nearby mall, the Shops at Willow Bend built in 2001, has struggled and is in the middle of a turnaround project to preserve the shopping center. Later this month, the Plano City Council will vote on a proposed plan to demolish half of Willow Bend to create a new mixed-use development with retail, office, hotel and apartments.

Stonebriar is referred to in the shopping center business as an “A mall” that survived and evolved during the dying mall syndrome of the last two decades and emerged from the pandemic with momentum as retailers reaffirm their brick-and-mortar plans.

The outlook for U.S. malls varies, but ‘A’ malls, which make up 25% of the 1,000 malls and outlet centers analyzed by Green Street, “continue to maintain their competitive edge,” the research firm said.

Retailers are looking to be where the customer traffic is organically on the upswing. Collin County’s population is expected to keep growing at the rate it has the past 10 years, and the mall is responding by bringing in stores that cater to Gen Z, Gen Alpha and their moms.

Even the former Sears space, vacant since the end of 2018, “is being shown a lot,” said Tiffany Hankison, a spokeswoman for the mall.

Empty spaces in the mall that’s 99% leased are showing up for reasons:

• Express and other retailers are moving off the second level of the Nordstrom wing to make room for the unnamed retailer expected to open later this year.
• Forever 21 last month closed temporarily for a major remodel and downsizing.
• Express is moving into space that Forever 21 is giving up, and both stores will reopen by summer. Closing during remodeling, Hankinson said, is a preferred practice by the mall, which is owned by Brookfield Properties, owner of 12 shopping centers in Texas and Irving’s Texas Music Factory.
• H&M closed and remodeled last year and since has been posting double-digit percent sales increases. Children’s apparel was moved to the front of the newly organized store. Last year, Bath & Body Works reopened with its new concept and is seeing improved sales.
• Spainish fashion retailer Mango is going into space vacated by Charlotte Rouse, which is moving to a new space.
• Travel accessories brand Vera Bradley is moving to the second level, and men’s and boy’s swim trunks and apparel brand Chubbies will take its first level space.

Beth Milligan, manager of Lip Lab, which opened last summer on the second level near Dillard’s, said momentum from the holiday continues with corporate and group events such as bachelorette parties. The store lets customers create their own shade of lipstick that’s kept on file for reorders. (In Dallas, LipLab has been at NorthPark Center since 2021 and closed last year. This month it’s moving to 2323 N. Henderson Ave.)

Woman’s apparel retailer Evereve opened in early December with “a first day that blew us away,” Hankinson said. The retailer has positioned its stores strategically in Dallas at the Plaza at Preston Center, Southlake Town Square and Fort Worth’s Shops at Clearfork. The Minnesota-based retailer started in 2005 and built a successful e-commerce business under the now-defunct brand Hot Mama. It has more than 100 stores and plans to have 200 by 2030.

“We target women in their 30s to 60s and 70s who want to be comfortable in clothes that work for them,” said Christy Davis, Evereve assistant store manager.

Evereve was added to the mall’s Nordstrom corridor, which is a top entrance to the shopping center.

“We knew there was huge potential for the Nordstrom wing,” Hankinson said. That’s where Lululemon, which had one the highest sales volumes in the mall last year, and Anthropologie with a bridal section, both opened in 2022.

Stonebriar, which lists 43 restaurants, over the years has added entertainment and services designed to make it more of a destination and to keep families around longer. A second Back in Time Escape Room will open in the mall soon because it’s done so well, Hankinson said. Stonebriar has the only Dave & Busters in Collin County and the only KidZania in the U.S. Locations are planned for Chicago and New York, according to KidZania’s website.

Mattel’s World of Barbie traveling exhibit/experience picked the mall for its Dallas extended visit from November through Feb. 18.

Meeting the expectations of a typical suburban family visit to the mall, Stonebriar also has a Barnes & Noble, Cheesecake Factory and a dine-in AMC theater with 24 screens. The mall’s No. 1 entrance is between the bookstore and the restaurant. Stonebriar has 43 places to eat from snacks and drinks places to fast-casual and sit-down restaurants.

A U.S. passport office and a mini Frisco public library opened in 2021. Both are in the corridor leading to the attached 18-story luxury Hyatt Regency Hotel that opened in 2020. Stonebriar is also surrounded by another 2 to 3 million square feet of retail big box and small store shops making Frisco a regional shopping destination.

Leasing is reflecting demographic changes.

A big segment of Collin County’s population growth is from Asian residents. The mall is catering to the diverse population with one of the area’s first Miniso stores, a Chinese retailer of licensed accessories, household items and toys from brands including Disney, Barbie, Sanrio and Peanuts. It’s known for its “blind boxes” that retail from $10 to $18 and hold exclusive collectible products.

Dallas-based Miss A beauty dollar store, Miniso and a couple more are magnets for Gen Z and Gen Alpha coming behind them. Dot Dot Bang features plush toys, stationery and accessories, and Pink Box calls itself the No. 1 K-pop store where fans can pre-order albums.

The only Capital One Café in North Texas opened in the mall in 2023. Just like in the TV commercials, anyone can hang out, use the free Wifi, buy a cup of coffee or latte and a scone, or reserve a private meeting room for a nonprofit or student meeting. The bank is hosting a workshop Feb. 24 about how to fill out the student loan FAFSA form.

CORRECTION, 9:30 a.m., Feb. 13, 2024: An earlier version of this story incorrectly said when Lip Lab closed at NorthPark. It closed last year not this month.

X: @MariaHalkias

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