April 11, 2025 – Rochester, NY – Eastview Mall announces that four additions will be joining the shopping center and enhancing the tenant mix – Capital One Café, Fries Fries Fries, Fabletics, and Rowan – all these new merchants are the first of their kind in the Rochester market.
New concept, Capital One Café, will open a 3,758 square foot corner storefront outside of Dick’s House of Sport.Branded as a community space with a full-service coffee bar, Capital One Café is open to all – cardholders as well as those who don’t have an account. Guests can relax and recharge, use the coworking space with free Wi-Fi and plenty of outlets, or chat with a Café Ambassador about local Café events and available Capital One products and services. This is the first Capital One Café in upstate New York, the closest locations currently being in Manhattan.
Locally owned out of Syracuse, Eastview will be home to Fries Fries Fries second location. The menu features hand-cut fries and hotdogs – from classics to loaded creations. The new 740 square foot location for Fries Fries Fries will open in the Food Court between Famous Wok and Pita Chik.
Ecommerce favorite Fabletics continues to move into the brick-and-mortar space; Eastview will be their first location in upstate New York, the closest location currently is in Pittsburgh. Opening in the Macy’s Wing, Fabletics will occupy 1,800 square feet between Sephora & White House Black Market as current retailer Box Lunch expands and relocates. Known for fusing fashion with activewear, Fabletics offers the fit and feel of luxury at an accessible price. Their VIP program offers members an all-access pass to best prices, exclusive in-store events, and early access to collab drops.
As a leader in the piercing and jewelry world, Rowan offers only hypoallergenic jewelry with all piercing procedures performed by licensed nurses. Eastview will be the first upstate location for Rowan, their next closest location currently is in Pittsburgh. The new 645 square foot parlor will open in the Von Maur wing between Vera Bradley and Free People as current merchant Amita’s Xpress Spa relocates. Founded and led by women, with strong values of safety and celebration, Rowan’s approach to piercing is largely celebrated.
In addition to these four new merchants, three current tenants – Box Lunch, Buckle, and Amita’s Xpress Spa – will be opening fully remodeled stores in new locations.Pop culture specialty retailer Box Lunch will be relocating and expanding to a 2,413 square foot space in Main Court, between Aeropostale and LEGO. Demin leader Buckle will be relocating around the corner to a newly adjoined 5,000 square foot space between Abercrombie & Fitch and Brooks Brothers. Locally owned Amita’s Xpress Spa, known for eyebrow threading and skincare treatments, will return to their former 1,286 square foot space located just inside Entrance #3 near The GAP.
“We are excited to announce these new stores, of which four are new to the Rochester market. It’s a continuation of our efforts to bring the premier retailers in the industry to Eastview Mall,” said Eastview General Manager, Mike Kauffman.
Previously announced retailers PacSun (Pacific Sunwear) and Aur Society are slated to open in the coming weeks. PacSun will open in the JCPenney Wing, and Aur Society will open in Main Court across from new Eastview tenant, Brooks Brothers.
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