The Blue Star Shopping Center on Route 22 in Watchung is experiencing a surge of new energy, as several national and regional brands join its tenant mix. The landmark retail destination, which has served the community since 1954, is undergoing a wave of redevelopment that is bringing fresh options for shopping, dining, and lifestyle services.
One of the biggest new arrivals is Burlington, the South Jersey–based off-price retailer known for offering branded apparel, footwear, accessories, and home goods at up to 60 percent off traditional retail prices. With more than 1,100 stores across the United States and Puerto Rico—including over 50 in New Jersey—Burlington has become a staple for bargain-conscious shoppers. At Blue Star, Burlington is taking over 26,495 square feet of the former ShopRite supermarket space, which became available earlier this year after ShopRite relocated into a newly constructed 72,000-square-foot store next door.
Burlington won’t be alone in the redeveloped space. Discount retailer Marshalls, a longtime tenant at Blue Star, is relocating into a modernized 27,000-square-foot portion of the same building. Together, the two retailers will transform what was once a single supermarket into a hub for value-driven shopping, giving area residents more reasons than ever to visit the center.
Adding to the momentum, Taco Bell officially opened its doors last week at Blue Star. The Mexican-inspired quick-service chain, part of the Yum! Brands family, moved into a 2,900-square-foot restaurant that was previously home to Wendy’s. Known worldwide for its tacos, burritos, and creative specialty menu items, Taco Bell brings a fast-casual dining option that is sure to attract both weekday commuters and weekend shoppers.
The shopping center is also expanding beyond retail and dining with Nails Spa & Beyond, which will open a 5,800-square-foot full-service nail and beauty spa. This marks the brand’s second location after its flagship in downtown Westfield, signaling Watchung’s growing appeal for lifestyle services.
And the expansion doesn’t stop there. Specialty discount chain Five Below, popular for its trend-driven products across categories like fashion, décor, toys, sports, candy, and celebrations, has been announced as another upcoming addition to the property.
These new names join an already strong roster of tenants at the 420,000-square-foot shopping hub. Blue Star is home to the brand-new ShopRite, Kohl’s, Planet Fitness, KidStrong, Dollar Tree, Hand & Stone Massage and Facial Spa, Five Guys, and more. With this mix of national chains and local services, the center continues to evolve while maintaining its long-standing role as a community staple.
Leasing representatives say these changes highlight the strong demand for well-positioned retail space in central New Jersey. As E.J. Moawad, senior leasing representative for Levin Management Corp., explained, more than 62,000 square feet of new commitments and additional deals in the works show that Blue Star is building real momentum. The property’s redevelopment strategy is designed to keep it competitive in today’s changing retail landscape, meeting both tenant expectations and the preferences of today’s shoppers.
For nearly seven decades, the Blue Star Shopping Center has been an anchor of Watchung and the surrounding area. With the arrival of Burlington, Taco Bell, and Five Below—along with beauty, fitness, and grocery options—it is positioning itself to remain a vibrant retail destination for decades to come. For those who want to explore even more retail experiences across the state, Explore New Jersey’s shopping guide is a perfect place to discover the best malls, outlets, and local boutiques.
