The Art of the Retail Mix
How Oakbrook Center chooses the brands that shape the guest experience
Walk through Oakbrook Center on any given weekend, and it’s easy to assume a new store simply filled a vacant space. But that’s rarely how it works. Behind every store, restaurant or pop-up is months of planning, research and conversation. As retail continues to evolve, Oakbrook Center must continually evaluate new concepts, changing consumer preferences and the overall mix of retailers to create a destination people want to visit.
In our last issue, we explored The Influence Economy and how social media, influencers and changing shopping habits are shaping retail. That naturally raises another question: Once those trends become clear, how does Oakbrook Center decide which brands are the right fit?
For Justin Lushing, Associate Vice President of Leasing for GGP, which manages Oakbrook Center, the philosophy is straightforward.
“Our philosophy is simple: create a place people want to come back to,” Lushing says. “Every new retailer, restaurant or experience should enhance the overall visit and give people another reason to spend time here, whether that’s with friends and family or discovering something new.”
Bringing the right brand to Oakbrook Center often requires patience.
“It’s not simply about filling a space. It’s about creating a mix that reflects how our community wants to shop, dine and spend their time.”
– Justin Lushing
Lushing points to UNIQLO as one example, noting that Oakbrook Center spent years working to bring the retailer to the property because leadership believed it would strengthen the overall retail mix.
“We worked for years to bring the brand to Oakbrook Center, and when it finally opened, you could feel the excitement. Customers were lined up, and the brand brought a new energy to the center,” he says. “That kind of response from the community is a reminder of how much the right mix matters.”
Every potential tenant is evaluated through a different lens.
Demographics, visitor traffic, tourism, nearby businesses and shopping habits all help paint a picture of who is visiting. Just as important is how a prospective retailer complements the existing mix and encourages shoppers to spend more time exploring.
When evaluating a prospective retailer or restaurant, Lushing explains that the decision works both ways. “It’s a two-way decision. Retailers determine if Oakbrook Center and the surrounding market are the right fit for their brand, just as we consider how they complement our merchandising,” Lushing says. “We look closely at who our customers are, where they’re coming from and what brands are resonating with them.”
Lushing points to Edikted as a recent example.
“The brand was looking to expand into high-performing markets, and Oakbrook Center’s traffic, demographics and strong social engagement made it a natural fit. At the same time, Edikted helps us connect with a younger Gen Z customer and adds something new to our overall mix.”
Location is another important part of the equation. Oakbrook Center attracts not only local residents, but also visitors from throughout the Chicago area, along with hotel guests, corporate employees and business travelers. Understanding who those shoppers are helps identify the types of retailers and restaurants that will be successful. But numbers alone don’t make the decision. Ultimately, it’s about finding brands that fit Oakbrook Center’s long-term vision and enhance the overall guest experience.
One new store can influence the performance of many others. A popular fashion retailer may bring customers who also stop into neighboring shops. A new restaurant can encourage visitors to spend an afternoon or evening at the Center rather than making a quick shopping trip. That’s why every addition is evaluated not only on its own merits, but on how it strengthens the overall retail mix.
That same strategy extends beyond retail. The Purple Pig exemplifies how the right restaurant can transform a space while enhancing the overall guest experience. “It gave us the opportunity to transform a former furniture store into one of the region’s premier dining destinations, adding something entirely different to the Oakbrook Center experience,” Lushing says.
As shoppers walk the Center, another question naturally comes to mind: Why do some storefronts remain vacant longer than others? Is every available space simply waiting for the next tenant, or is there more to the story?
According to Lushing, what may appear to be an empty storefront often reflects years of planning rather than inactivity.
“Since the beginning of the pandemic, we’ve leased more than 500,000 square feet of new space at Oakbrook Center, and our offerings are constantly evolving,” Lushing explains. “We plan years in advance, drawing on our longstanding relationships with brands, our deep understanding of retail and the categories we believe will strengthen the center over time. It’s not simply about filling a space. It’s about creating a mix that reflects how our community wants to shop, dine, and spend their time.”
Expectations from shoppers are constantly evolving. Wellness, beauty, experiential concepts, chef-driven restaurants, and digital brands continue to influence what shoppers are looking for. At the same time, people still want the retailers they know and trust. The challenge is finding the right balance.
For visitors, all of this happens behind the scenes. They simply enjoy discovering a new favorite restaurant, finding a new store or spending a relaxing afternoon at the Center. But every addition reflects thoughtful planning and a long-term vision that continues to shape Oakbrook Center’s future.
Looking ahead, Lushing believes Oakbrook Center will continue building on its established strengths while introducing new concepts that keep the experience fresh.
“Our luxury business continues to be a significant differentiator, with brands like Louis Vuitton, Tiffany & Co., Moncler, Gucci, CD Peacock, Saint Laurent, Burberry and David Yurman,” Lushing says. “What I’m particularly excited about is the opportunity to build on that strength by introducing more contemporary brands, emerging concepts and new dining experiences. That combination of established luxury and fresh new offerings will continue to evolve the Oakbrook Center experience and reinforce its position as one of the country’s premier shopping and dining destinations.”
