Situated on Jacksonville’s southside, The Avenues Mall has served as a prominent shopping destination since its grand opening in 1990. Conveniently located near Interstate 95, at the intersection of U.S. 1 (Philips Highway) and Southside Boulevard, the two-level mall is managed in part by Simon Property Group, which holds a 25% stake. With anchor stores like Belk, Dillard’s, and JCPenney, the mall also features a wide range of specialty retailers including H&M, Pandora, Build-A-Bear Workshop, LUSH, MAC Cosmetics, and Le Macaron French Pastries. A parking deck is available on the northwest side, catering to the mall’s numerous visitors.

Growth and Transformations Over the Decades

The Avenues Mall debuted on September 26, 1990, with JCPenney, Sears, and Maison Blanche—originally intended to be May-Cohen’s—as its first major tenants. The following year, Dillard’s opened, having replaced the initially planned Ivey’s. Parisian joined the lineup in 1994, marking another expansion milestone.

The makeup of the stores in the mall shifted multiple times. Maison Blanche became Gayfers in 1992, and later transitioned into Belk in 1998. A $10.5 million renovation in 2005 brought a modernized look, complete with a stained-glass entrance, updated restrooms, lighting, and a revitalized children’s play area. The overhaul aimed to enhance shopper comfort and appeal.

Shifting Tenants and Market Challenges

In 2006, Saks Incorporated sold its Parisian chain to Belk, leading to store reconfigurations within The Avenues. The men’s and children’s departments were temporarily moved to a separate space until all departments were unified under the Belk brand in 2010.

Despite these adaptations, the mall began facing setbacks around 2010. The rise of St. Johns Town Center, with its upscale stores, drew away major tenants such as Coach, Pottery Barn, and Banana Republic. Several national retailers also exited due to broader economic and industry shifts, including the closures of Teavana, Gymboree, and the Disney Store.

Recent Developments and Current Status

In 2010, Forever 21 opened one of its largest U.S. locations in the former Belk Men and Kids space. H&M followed in 2012 with a two-story flagship store, and Buffalo Wild Wings opened in 2014, adding to the mall’s dining options. However, the departure of Sears in late 2019 signaled ongoing struggles for traditional anchor tenants. The recent bankruptcy of Forever 21 is also an obstacle, as its store in The Avenues was huge.

While The Avenues Mall continues to evolve, it faces the ongoing challenge of remaining competitive in an era of shifting consumer preferences and retail trends.

My Visit

I found The Avenues Mall to be a clean, welcoming space with many stores to visit, loads to see and do, and plenty of shoppers. It has that “Contemporary Simon Mall” vibe, which may not appeal as much to retro mall aficionados like me, but certainly would suit you if you’re looking for plenty of retail, dining, and entertainment options. It’s a place you can visit with your family, spend the day at, and find loads to do for everyone – and isn’t that what the quintessential mall experience is about?