The Avenue at American Dream is not what you’d expect from a New Jersey mall. Step inside and the theme park noise falls away completely. What replaces it feels closer to a Parisian arcade — soaring sun-lit ceilings, Jonathan Adler topiaries rising 18 feet out of sculptural ceramic vessels, fountains lined with exotic fish, and the kind of hush that only serious retail commands. Hermès is on your left. Saks Fifth Avenue — the only one in New Jersey — anchors the far end. And every clothing and footwear purchase? Completely tax-free. The Avenue is one of the most genuinely surprising luxury shopping destinations on the East Coast, and most people still don’t know it exists.
What Is The Avenue?
The Avenue is American Dream’s dedicated luxury wing. It spans 300,000 square feet within the larger 3.3-million-square-foot complex in East Rutherford, NJ. It opened in September 2021 — after years of anticipation — and was designed from the ground up to feel nothing like a traditional mall. “Nothing about it looks like a traditional shopping center,” said Ken Downing, chief creative officer of Triple Five, American Dream’s developer. He’s right. The space was conceived as something between a boutique hotel and a sculpture garden. Additionally, it houses the kind of brand roster that, until recently, you could only find in Manhattan or Short Hills.
The First Impression: Design That Sets the Tone
Jonathan Adler — the New Jersey-born potter and interior designer — created The Avenue’s interiors. The result stops you in your tracks. Sitting salons are tucked between storefronts, inviting you to slow down. One long central fountain was designed to double as a runway and has hosted fashion shows since opening. Oversized ceramic vessels, some 18 feet tall, are crowned with lush topiaries lining the main corridor. “It feels very residential,” Downing told WWD. “Much like a boutique hotel, with little individual sitting salons for gatherings with friends.” We’d call it the most elegant common area of any mall we’ve walked through. It doesn’t rush you. That alone is rare.
The Store Lineup: Closer to Fifth Avenue Than a Mall Directory
The anchor of The Avenue is Saks Fifth Avenue — at 113,000 square feet, it’s the only Saks in the entire state of New Jersey. Inside, you’ll find Louis Vuitton and Gucci shop-in-shops on the ground floor. The men’s section runs deep: Brunello Cucinelli, Isaia, Off-White, and Balenciaga all have a presence. Stand-alone boutiques line the corridor beyond Saks. Hermès has its own 8,000-square-foot, two-level store. Saint Laurent, Dolce & Gabbana, Tiffany & Co., Moncler, Mulberry, Zadig & Voltaire, and Gentle Monster — the Korean eyewear label beloved by fashion insiders — are all here too. The lineup continues to grow as The Avenue fills its remaining space. However, even at its current size, it’s already a serious destination.
The Hermès Moment
On opening day, Hermès had a line stretching so far out the door that people assumed it was a giveaway. It wasn’t. Shoppers came to buy — and the parade of orange bags moving through The Avenue that morning made that unmistakably clear. Today, the two-level boutique is the flagship experience of The Avenue. It’s the brand’s only standalone store in New Jersey. If you know the Hermès flagship on Madison Avenue, you know how rare it feels to browse without a queue. Here, the pace is calmer. The service is genuinely attentive. Furthermore, the savings from NJ’s zero clothing tax add up fast on a scarf, a belt, or a pair of shoes — items that Hermès doesn’t discount anywhere, ever.
Inside Saks: Two Floors of Serious Fashion
Saks dominates The Avenue in the best possible way. Two floors of fashion, beauty, accessories, and home goods. The men’s section in the back of the first floor is worth the walk on its own — Brunello Cucinelli, Balenciaga, and Off-White in one room is not something you see often in New Jersey. For the grand opening, Saks ran a monogram station for leather goods. Models circulated upstairs in looks by Mexican-American designer Ricardo Seco. The energy was closer to a New York Fashion Week party than a typical store launch. Meanwhile, the beauty floor rivals anything in Midtown. We’ve found the staff-to-customer ratio here is noticeably better than flagship Manhattan locations. That makes a real difference when you’re making considered purchases.
Dining at The Avenue: Carpaccio and a Champagne Bar
The Avenue’s dining is as deliberate as its retail. Carpaccio — the celebrated Italian restaurant from the Bal Harbour Shops in Miami — opened its first Northeast location here. It’s the natural choice for a proper lunch between Hermès and Saint Laurent. The hors d’oeuvres and house Champagne on opening night drew a crowd that had clearly done their homework on Bal Harbour. Additionally, Brüt, a champagne bar, sits within The Avenue for mid-shopping refreshment. Between those two options, you won’t struggle to find a reason to extend your visit well into the evening.
The NJ Tax Advantage: What It Actually Means for Luxury Buyers
This is where The Avenue becomes genuinely interesting from a financial standpoint. New Jersey charges zero sales tax on all clothing and footwear — no minimum spend, no exceptions, no categories excluded. On a $500 purchase, you save $33 compared to buying the same item across the river in New York. On a $2,500 Saint Laurent jacket, that’s $166 back in your pocket before any promotion or sale. For international visitors, those savings compound further when combined with the exchange rate. Moreover, you’re shopping at full-service boutiques with complete seasonal collections — not outlet stores. See our complete NJ tax-free shopping guide for the full breakdown on what’s exempt and how to maximize every purchase.
How to Plan Your Visit to The Avenue
The Avenue is quieter on weekdays — Tuesday through Thursday mornings are ideal. However, even on busy weekends the wing is large enough that it never feels overwhelming. Use the dedicated entrance closest to The Avenue for direct access. You’ll skip the theme park crowds entirely and arrive straight into the luxury corridor. Allow at least two to three hours to do it properly. One important note: Bergen County’s Blue Laws apply to American Dream’s retail stores, including The Avenue. That means most boutiques are closed on Sundays. Plan your luxury shopping for Monday through Saturday and save Sundays for the entertainment side — Nickelodeon Universe, the Water Park, and the Dream Wheel are all open seven days a week.
Pro Tips Before You Go
- Go on a weekday morning — Hermès and Saks are significantly calmer before noon on a Tuesday or Wednesday. You’ll get genuine one-on-one attention from the staff.
- Remember the Blue Laws — Retail at The Avenue closes on Sundays. If you’re driving in specifically to shop, make it a Monday through Saturday trip.
- Budget extra time for Saks — Two floors is more than it sounds. The men’s floor alone can take an hour if you’re serious about it.
- Book Carpaccio in advance — Weekend lunch fills up. Reserve ahead and treat it as part of the experience, not just a refuelling stop.
- Combine it with a full day — The rest of American Dream — theme parks, the aquarium, B&B Theatres, and the Dream Wheel — makes The Avenue the sophisticated start or end to a genuinely full day out.
- Factor in the tax savings before you budget — The zero-tax rule on clothing means you should adjust your mental price ceiling upward. That Saint Laurent piece costs less here than anywhere else you’ll find it in the tri-state area.
The Avenue at American Dream has quietly become one of the most compelling luxury shopping destinations in the Northeast. It’s not Manhattan — and that’s the point. The pace is slower, the service is better, the design is more interesting, and the tax savings are real. Whether you’re coming specifically for Hermès, for the full Saks experience, or simply because you’re curious what a $6 billion mall looks like when it gets the luxury part right — The Avenue is worth the trip. See our full American Dream guide for everything else the complex has to offer.
Sources: WWD — At Last, American Dream’s Luxury Wing Set to Open | Robb Report — American Dream Mall Opens The Avenue, Its Luxury Shopping Wing
