At the core of Federal’s success is a focus on “continual evolution.” Bethesda Row, a regional staple over the past 25 years, is a prime example of this. It’s been a principal entry point in the D.C. market for everything that’s new and exciting, reinventing itself to bring the latest concepts that truly resonate with its customers. Most recently, there has been a heightened focus on brands that champion sustainability and elevate your everyday.
Two of those tenants include Planta, a chic plant-based restaurant, and Jenni Kayne, a California lifestyle brand, both of which were part of an influx of new brands joining Bethesda Row designed to complement each other and provide a superior customer experience from one retailer to the next.
Planta founder Steven Salm shared with Bethesda Magazine, “[We opened] in Bethesda because we loved the community and this area has continued to improve and get better, even during the work-from-home and remote work era that we’re kind of graduating out of.”
It’s not just that the Planta team selected Bethesda Row for its mid-Atlantic debut based on the community that’s been cultivated. It’s that they knew the importance of appealing to that local demographic. Executive Chef David Lee developed a plant-based version of Maryland’s iconic crab dip brightened by Old Bay for the opening.
Similarly, Jenni Kayne opened its first Washington, D.C. metro location at Bethesda Row in 2022. The brand aims to inspire women to live well every day. Recognizing the opportunity to translate her digital footprint to an omnichannel strategy, Jenni Kayne now delivers on this promise across all brand touchpoints, from in-store to online.
At the Bethesda Row location, patrons can not only expect to shop some of the softest sweaters and sweetest scents, but they are also engaged through various, seasonally relevant events, like flower-arranging workshops. These experiences are opportunities for visitors to go beyond shopping to find points of connection.
Bringing these tenants to Bethesda Row is both an art and a science. “A thorough understanding of the market, the consumer profile, and the associated psychographics all play a role in predicting which concepts will resonate,” said Vanessa Mendoza, Senior Director with Federal. “Spending time thinking about who the customer is, how they spend their time, and what they want in their day enables us to effectively merchandise and program the experience on the street.”
At Federal Realty, we’re always looking for opportunities to bring interesting, diverse tenants to our market dominant retail centers, like Planta and Jenni Kayne. Discover more of our first-to-market tenants at Bethesda Row and stay tuned for the next edition of New to the Mix.
