Willowbrook

What Willowbrook does

Willowbrook Mall is a regional shopping center located at 1400 Willowbrook, Wayne, NJ 07470, operated by GGP RETAIL LLC, a subsidiary of General Growth Properties (GGP) under Brookfield Properties. The property features over 170 shopping and dining options including anchor department stores (Macy's, Bloomingdale's, JCPenney), flagship retail tenants (Apple, ZARA, Uniqlo, lululemon, H&M), restaurants (Cheesecake Factory, Fogo de Chão, Yard House, Buffalo Wild Wings), and a Cinemark XD/ScreenX movie theater. It serves local Morris County shoppers and weekend visitors from the New York City metro area, approximately 18 miles away, and operates seven days a week.

The business operates a B2B2C commercial real estate model, generating revenue primarily through leasing retail and restaurant space to national and regional brands, supplemented by advertising and media income routed through GGP's public relations and media-experiences teams. Operational infrastructure includes free parking, electric vehicle charging stations, curbside pickup for Macy's and Bloomingdale's, wheelchair and stroller rentals, security services (K-9 patrols, safety escorts), and a License Plate Reader (LPR) system integrated with NCIC databases for parking enforcement and law enforcement support. Consumer marketing leverages the mall website, email newsletter signup, Facebook (shopwillowbrook), Instagram (@willowbrooknj), and in-mall events.

Willowbrook is a single physical asset within Brookfield Properties' national retail real estate portfolio; it is not a standalone operating company. The mall does not have a native mobile app, an API platform, or proprietary AI/ML products. Mall gift cards are no longer available for online purchase, suggesting some contraction in ancillary consumer services. Competitive positioning rests on tenant mix diversity, free parking, seven-day operation, and amenity breadth rather than technology differentiation, with the parent company's institutional scale providing structural advantages over independent regional competitors.

Name

Willowbrook

Legal name

GGP RETAIL LLC

Website

https://willowbrook-mall.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Short description

Willowbrook Mall is a regional shopping center in Wayne, New Jersey, operated by GGP RETAIL LLC (a Brookfield Properties subsidiary). It features over 170 retail and dining tenants including Apple, Macy's, Bloomingdale's, and Cinemark, serving local Morris County shoppers and NYC metro visitors.

Ownership category

akta.pro rank

Product category

Shopping Mall / Commercial Real Estate

NAICS

Department Stores (4551), All Other General Merchandise Retailers (455219)

SIC

Retail-Department Stores (5311), Retail-Misc General Merchandise Stores (5399)

akta.pro primary industry

Mid-Tier Department Stores (Mall-Based Chains) (CRAGACAH)

Keywords

• Shopping mall operations
• Retail space leasing
• Commercial real estate
• Shopping center management
• Retail property services

Headquarters

HQ city

Wayne

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Retail Lease Revenue: Willowbrook generates revenue by leasing retail space to tenants including major brands such as Apple, ZARA, Uniqlo, lululemon, JCPenney, H&M, Cheesecake Factory, Fogo de Chão, and others. The mall has available spaces for lease and targets retailers seeking prime location to reach a diverse and engaged audience.
2. Advertising and Media: The mall offers advertising opportunities for tenants and external brands to reach mall visitors. Media inquiries are directed to GGP's public relations team.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Willowbrook is a physical retail shopping mall located in Wayne, New Jersey that leases retail and restaurant space to over 170 tenants including anchor stores (JCPenney, Macy's, Bloomingdale's), fashion retailers (ZARA, Uniqlo, lululemon, H&M), Apple, and restaurants (Cheesecake Factory, Fogo de Chão). The mall operates seven days a week and generates revenue through tenant leases and advertising, while also providing consumer-facing amenities such as free parking, a Cinemark movie theater, and family-friendly services.

Product overview

Willowbrook is a single retail shopping mall property in Wayne, New Jersey. The core offering is the physical mall destination with over 170 shopping and dining choices, including anchor stores (JCPenney, Macy's, Bloomingdale's), fashion retailers (Zara, Uniqlo, lululemon, H&M), technology stores (Apple), restaurants (Cheesecake Factory, Fogo de Chão, Yard House, Buffalo Wild Wings), and a Cinemark movie theater. Supporting services include LPR technology for parking enforcement and security, curbside pickup for select retailers, wheelchair/stroller rentals, safety escorts, massage chairs, and children's activities (Bungee Zone, Zoo Zoo Rides). The mall operates with a property management system (managed by GGP) and offers commercial leasing opportunities.

Differentiator

Problem solved

Functional benefit

Products and services

• Willowbrook Mall Property Physical retail shopping center in Wayne, NJ offering over 170 shopping and dining choices, anchor department stores, fashion retailers, technology stores, restaurants, and a Cinemark movie theater, operated by GGP Retail LLC.
• Retail Storefront Leasing Commercial leasing opportunities for retailers to rent retail space within the mall, targeting brands seeking prime locations. Tenants include Apple, ZARA, Uniqlo, lululemon, JCPenney, H&M, Macy's, Bloomingdale's, and others.
• Restaurant and Dining Leasing Leasing of dining spaces to restaurant operators including Cheesecake Factory, Fogo de Chão, Yard House, Buffalo Wild Wings, and others with outdoor dining options.
• Advertising and Media Opportunities Advertising and media opportunities offered to tenants and external brands to reach mall visitors. Media inquiries are directed to GGP's public relations team.

Quantifiable outcome

• Over 170 shopping and dining choices available

Named customers13 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Three partnerships are on record, tiered core.

• GGP Retail LLCcoreOthersGGP (General Growth Properties) Retail LLC is the operating company behind Willowbrook mall. GGP manages the property, handles leasing opportunities, advertising, and overall mall operations. The mall website and materials are branded under GGP, and the footer states '©2026 GGP RETAIL LLC ALL RIGHTS RESERVED'. GGP also owns additional mall properties including链接 to GGP's corporate site for terms, privacy, and careers.
• Brookfield PropertiescoreOthersBrookfield Properties is the parent company that owns GGP and thus Willowbrook mall. The Brookfield Properties logo appears on the website assets and the mall is listed as a Brookfield Properties asset. Brookfield Properties is a major global real estate company.
• CinemarkcoreChannel Partner/ Reseller/ DistributorCinemark operates a movie theater (XD and ScreenX formats) at Willowbrook, located across from BJ's Wholesale Club. The theater is an anchor entertainment tenant that draws visitors to the mall. Willowbrook's website links to Cinemark's site for showtimes and ticket purchases.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Cinemark Holdings: Major U.S. movie theater chain operating as anchor entertainment tenant at Willowbrook. Comparable as a tenant/partner whose presence drives mall traffic; also relevant as a co-located operator across other U.S. malls.

Broad incumbents

• Brookfield Properties: Parent company of GGP and operator of Willowbrook. Comparable as a large-scale retail real estate operator/owner with a portfolio of Class A regional malls, mixed-use destinations, and lifestyle centers.
• Macerich: U.S. mall REIT (NYSE: MAC) operating a portfolio of regional malls. Comparable as an institutional owner/operator of similar enclosed mall assets with overlapping tenant base (department stores, apparel, dining).
• Simon Property Group: Largest U.S. mall REIT (NYSE: SPG) operating thousands of retail real estate assets including Class A regional malls. Comparable as the dominant institutional owner of similar mall assets competing for the same national tenant base.
• PREIT (Pennsylvania REIT): Mall REIT operating a portfolio of regional and premium malls across the U.S. mid-Atlantic and Northeast. Comparable as a regional mall operator with overlapping tenant mix and catchment geography.
• Taubman Centers: U.S. mall REIT (NYSE: TCO) focused on Class A regional malls. Comparable as a higher-end mall operator with similar tenant quality and metropolitan market focus.
• Unibail-Rodamco-Westfield: Global operator of flagship shopping destinations including Westfield malls in the U.S. Comparable as a major institutional mall operator competing for premium retail tenants and consumer traffic in dense metropolitan markets.

Direct peers

• American Dream: Entertainment-anchored mega-mall in East Rutherford, NJ. Comparable regional retail/entertainment destination competing for the same NYC-metro consumer discretionary spend, though with a more experiential-leaning tenant mix.
• The Mall at Short Hills: Luxury Class A regional mall in Short Hills, NJ operated by Taubman Centers. Comparable high-end tenant mix, NJ location, and affluent demographic catchment; competes directly for premium retail spend in the same NYC-metro area.
• Garden State Plaza: Major Class A regional mall in Paramus, NJ, also owned and operated by Brookfield Properties / GGP. Directly comparable as a same-tenant-mix, same-owner, same-metro shopping destination competing for the same Northern NJ consumer base.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/shopwillowbrook
• Instagraminstagram.com/willowbrooknj
• Xx.com/ShopWillowbrook
• LinkedInlinkedin.com/company/willowbrook-mall

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Willowbrook