Santana Row Incoming Tenants 2020 Press Release_B2B

Media contact: Brigette O’Donovan (949) 981-2473 brigette@babybirdcommunications.com Santana Row Sets Course Toward the Future of Retail Silicon Valley destination launches into 2020 with a strategic plan and vision SAN JOSE, Calif. – January 06, 2020 – As we enter into a new decade, Santana Row looks toward the future of retail with an action-driven approach and strategic mindset. By intersecting the nation’s most sought-after online retailers with top-tier office tenants all within a livable, walkable community, Santana Row is paving the way for a “new-age” of mixed-use in 2020 and beyond.

Retail Santana Row has adopted a rifle shot strategy to source the next generation of first/new-tomarket tenants that are showcases for e-commerce. Tenants like Native Shoes and Fjallraven, or Tea Collection who opened their first US storefronts and first-ever storefront at Santana Row, respectively. Tenants like Warby Parker and Casper, leaders in the direct-to-consumer movement, have also invested in a physical experience at Santana Row. “We are making room for a new generation of like-minded, experiential retailers such as Native Shoes, Tea Collection, Fjallraven and more to come as we kick off the new decade,” said Collette Navarrette, West Coast Marketing Director at Federal Realty Investment Trust. “By hand-selecting retailers and vendors who are unique to the “physical” retail market, we’re placemaking a destination that is one-of-a-kind, accessible and exciting for brands and consumers alike.”

Leading online brands will only continue to invest in more experiences in highly visible locations in the changing retail landscape. “Storefronts” become “showrooms” for these new brands to reach customers directly and build a presence that will translate to in-person and online sales.

From designing a Tesla in the 360° showroom to testing out new b3ta products like the electric skateboard, there’s no shortage of experiences to be had at Santana Row. “We’re bringing the Insta-famous online brands, offline. The brands that people are talking about and want to go experience in a physical sense,” Navarrette said. “We’re delivering these ultraunique experiences and the 13M+ annual visitors we see have come to rely on that - you know you’re going to experience something new with each visit.”

With a proven track record of digitally-native brands on its roster, Santana Row is paving the way for the future of retail in 2020 and beyond.

Office

While vying for value-added investment opportunities in retail, Santana Row is also making room for the next generation of Silicon Valley frontrunners. Tech company Splunk will move into its new 301,000-square-foot office space in the newly-developed 700 Santana Row structure in February 2020. BlueJeans, the world’s leader in cloud video conferencing, moved its headquarters to a 40,000-square-foot office in 500 Santana Row in 2019. Most recently, social media mogul Twitter announced it will be expanding its Silicon Valley presence at Santana Row. By opening itself up to the office sphere, Santana Row has created a unique opportunity for its office and retail tenants to feed off one another. Companies are looking for amenities-rich properties to expand into, rich with opportunities for retention and exposure. In turn, a whole new audience of employees will be introduced into the community who depend on the dining and retail services in their new “neighborhood.”

“Santana Row is so much more than just a place to shop - it’s an anchor in the community and a beacon of progress in our city, and I think the addition of these office tenants really speaks to that, said Collette Navarrette, West Coast Marketing Director of Federal Realty Investment Trust. “We’re looking toward a new-age, mixed-use live-work-play environment that is selfsustaining and will thrive for years to come.”

What’s Next?

Looking forward, Santana Row maintains a commitment to offering a diverse selection of bestin-class retailers, dining, office, entertainment and more, that speak to an array of styles and tastes across Silicon Valley and its many residents, employees, and visitors.

Furthermore, Santana Row is committed to continuing to widen the San Jose footprint with new office developments and tenants. One such development is the under-construction One Santana West building that will total 360,000-square-feet when it’s completed in 2021. The One Santana West office is part of a wide-ranging development effort that’s been undertaken in various U.S. states by Federal Realty Investment Trust. which, at the end of Q3 2019, showed nearly $700 million of construction in progress.

“Now more than ever is the time for retail centers to switch up their tenant mix to cater to customers, especially in developments where we are a beacon to the community,” said Navarrette. “We’re proud to offer this diverse selection of retail, dining, entertainment, office, and living options, that cater to the needs of Silicon Valley and its many visitors.

About Santana Row Offering 1.7 million square feet of retail, office, hotel and residential, Santana Row is located in San Jose, California; the hub for high-tech innovation and development. Featuring 615 luxury rental homes, 219 privately-owned condos, 376,000 square feet of office space, over 50 shops, 30 restaurants, a boutique hotel and a movie theatre. Santana Row is a property of

www.federalrealty.com (NYSE:FRT), headquartered in Rockville, Maryland. For more information, please visit www.santanarow.com.

About Federal Realty Federal Realty is a recognized leader in the ownership, operation and redevelopment of highquality retail based properties located primarily in major coastal markets from Washington, D.C. to Boston as well as San Francisco and Los Angeles. Founded in 1962, our mission is to deliver long term, sustainable growth through investing in densely populated, affluent communities where retail demand exceeds supply. Our expertise includes creating urban, mixed-use neighborhoods like Santana Row in San Jose, California, Pike & Rose in North Bethesda, Maryland and Assembly Row in Somerville, Massachusetts. These unique and vibrant environments that combine shopping, dining, living and working provide a destination experience valued by their respective communities. Federal Realty's 98 properties include over 2,800 tenants, in approximately 23 million square feet, and over 1,800 residential units.

Federal Realty has paid quarterly dividends to its shareholders continuously since its founding in 1962, and has increased its dividend rate for 49 consecutive years, the longest record in the REIT industry. Federal Realty shares are traded on the NYSE under the symbol FRT. For additional information about Federal Realty and its properties, visit www.FederalRealty.com. ###