Santana Row Incoming Tenants 2020 Press Release_B2C

Media contact: Brigette O’Donovan (949) 981-2473 brigette@babybirdcommunications.com Santana Row Sets Course Toward the Future of Retail Silicon Valley shopping 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 retail, dining, entertainment, and 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 With a rich history of tenant expansion/remodel projects and exciting new store openings, Santana Row has positioned itself as a leader in evolutionary, experiential retail. For example, Lululemon Santana Row underwent a tech-savvy expansion/remodel in 2018, reopening with the retailer’s first-ever “story arc” fixture and rotating collection of online exclusive gear. An array of the nation’s up-and-coming retailers have also recently made their debut at Santana Row, including luxury men’s fashion brand, SuitSupply and the Instagram-famous, Brandy Melville.

Now, in the dawn of a new decade, Santana Row has adopted a consumer-focused strategy to source the next generation of desirable, experiential retail tenants whose products can otherwise only be found online. 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 will continue to bring exciting and transformative concepts to the neighborhood as we execute our commitment to deliver an elevated and community-focused experience for Silicon Valley locals and visitors,” 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 place-making a destination that is one-of-a-kind, accessible and exciting for brands and consumers alike.”

In the changing retail landscape, “storefronts” are becoming “showrooms” for brands to build a meaningful presence and offer unique shopping experiences to guests. 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 ultra-

unique 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 and ultra-unique guest experiences on its roster, Santana Row is paving the way for the future of retail in 2020 and beyond.

Dining Santana Row also recently welcomed two exciting dining concepts to its extensive roster.

Oakland-based coffee roaster/retailer, Blue Bottle Coffee opened a 400-square-foot kiosk in the heart of Santana Row in November 2019. The shop boasts an “outdoor” feel with wide doors and floor-to-ceiling windows, plus an outdoor fireplace and plenty of patio seating. Additionally, owners of Left Bank Brasserie and LB Steak opened their newest concept, Meso Modern Mediterranean, at Santana Row in late-2019. Guests can expect to enjoy high-end French and Mediterranean cuisine in a lushly-designed, photo-worthy space.

Looking forward, it was recently announced that Iron Chef Masaharu Morimoto will bring his popular ramen and yakitori Izakaya concept, Momosan Ramen & Sake, to Santana Row in 2020.

“San Jose is a city with traditional culture, including traditions that are adapted from Japan, as well as the most advanced technology as the center of Silicon Valley,” Chef Morimoto said. “I am very excited to explore the challenges and opportunities such a unique place offers me.”

Fitness/Entertainment Guests can also enjoy an array of entertainment and fitness options while at Santana Row. Group-oriented workout concepts’ SoulCycle and Barry’s Bootcamp have become a ritual for many fitness enthusiasts at Santana Row, and another is in the works! Hot 8 Yoga will bring its hot yoga classes and “Fuel Your Fire” mentality to The Row in Fall 2020.

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. “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.

“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 residents 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. ###