Officials at New River Valley announced Friday the addition of ULTA Beauty, Kirkland’s and a national home store as part of the JCPenney redevelopment at the property.


“We are thrilled to move forward with this anchor redevelopment project,” stated Joseph Kun, General Manager, New River Valley Mall. “The additions of ULTA Beauty and Kirkland’s will
complement the mix of tenants already available at the center and underscores our commitment to bring a dynamic mix of uses to our properties.”

Since opening in 1990, ULTA Beauty has grown to become the top national retailer providing All Things Beauty. All in One Place.™ Kirkland’s is a leading home retailer, with a unique collection of décor and gifts. Construction on this project is currently underway with an expected grand opening in spring 2019.

In addition to the anchor redevelopment project, Wonder Universe: A Children’s Museum (former Children’s Museum of Blacksburg) as well as the relocation of a DISH Network corporate call center will be coming to the mall.

Wonder Universe: A Children’s Museum will occupy approximately 15,000-square-feet of the former Charlotte Russe location and the current food court area.

The DISH Network call center will employ between 75-125 employees and will be located between Kohl’s and New River Community College.

“Wonder Universe and the DISH Network call center are wonderful nonretail uses that will bring…



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