Orthodox shoppers are the focus of a new American Dream department store

The management at the American Dream shopping and entertainment complex is putting the finishing touches on what it hopes will be another draw: a 34,000-square-foot department store devoted to modest attire.

The management is encouraged by the number of Orthodox Jewish visitors who have come to enjoy its stores, parks, and other attractions.

The ADdress, a clothing store for women and children, will be adjacent to Primark on Level 3 of the American Dream.

The ADdress will carry a variety of acrylic goods from the Waterdale Collection in addition to fashion labels, including Lil Legs,

The Shell Station, BYRD New York, Malka Majesty Gowns, and House of Lancry.

Many of the brands represented by The ADdress will have this opportunity to sell their goods in a physical store for the first time.

According to Devorah Kaplan, head of brand acquisition for The Address, “many businesses believe that independence is the key to their success, and the mall model goes against that, but we think about the consumer and do they want a single store or a place that has 35 different brands.”

“People travel from all over the world to this region, where they spend days shopping and errand-running. All of it is available at The ADdress.

On February 14, The ADdress will hold its big opening celebration, during which many brand owners will be available for meetings.

The next phase of the store, which will feature an additional 24,000 square feet of retail space on a second floor with men’s clothing and bridal wear, is anticipated to open by the end of the summer.

Because New York City, Lakewood, Monsey, and Monroe’s Jewish communities are all within an hour’s drive, American Dream’s management thinks that targeting the Orthodox market is a wise commercial move.

Monsey Trails will provide once-daily round-trip service to the complex, which features numerous kosher eateries, including cholov yisroel meals, with a kosher food mall scheduled to open from Monsey, New Square, Williamsburg, and Borough Park.