Parkway Place: A Resilient Jewel in Huntsville’s Retail Landscape
Huntsville’s Parkway Place mall, a remnant of the golden age of indoor shopping, continues to thrive amid a challenging retail climate. With nostalgic favorites like FYE, Sbarro, Chick-fil-A, and Spencer’s, the mall stands out as the only indoor shopping center in Huntsville since Madison Square Mall’s closure in 2017.
Stacey Keating, vice president of corporate communications for mall owner CBL, notes that while many malls nationwide are struggling, Parkway Place has defied this trend. As of the end of 2024, it boasted a 96% occupancy rate with over 90 tenants, surpassing industry averages. The mall recently lost Forever 21 but is welcoming new arrivals, including Tradehome Shoes and Lovisa jewelry, with more anticipated by early 2026.
Traffic has been on the rise, particularly post-pandemic, with the holiday shopping season and back-to-school periods proving to be peak times. Marketing Director Amanda Homelvig emphasizes the mall’s commitment to community, noting a growing presence of local boutiques alongside national brands.
The resurgence of the mall can partly be attributed to shifts in consumer behavior, especially among younger generations like Gen Z and Gen Alpha, who are returning to brick-and-mortar experiences. Keating highlights the adaptable nature of malls, which now cater to diverse needs beyond traditional retail, on top of maintaining an appealing atmosphere and consistent investment in the property.
Parkway Place’s blend of familiar anchor stores and unique local offerings, along with a commitment to aesthetics and customer engagement, reinforces its position as a vibrant shopping destination in Huntsville, proving that nostalgia and innovation can coexist in retail.
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