February 28, 2026 – Rochester, NY – Eastview Mall announces relocation and reopening of longtime shopper favorite FYE, a leading specialty retailer of entertainment and pop culture merchandise. After soft opening on February 26, FYE is hosting their Grand Reopening on Friday, March 6 and to celebrate, the first 20 customers will receive a Free Mystery Gift Card valued up to $50.
Now in the Macy’s Wing, FYE is located between Spencer’s and TORRID; their new 5,218 square foot store is an expansion, almost 1,000 square feet larger than their previous space. After returning to Eastview in 2021, FYE’s move reinforces their connection between shoppers and entertainment through innovative and creative products. FYE offers the latest in pop culture merchandise and entertainment including tees, Blue-Ray and 4K Ultra, collectibles, K-Pop, popular snacks and candies, FYE exclusive collections, Neca, Blokees, the Horror Genre, and much more!
In the last twelve months, Eastview has announced twenty new merchants to the tenant mix. Of those, fifteen – Brooks Brothers, Pac Sun, Bespoke Menswear, Aur Society, Below Zero Spa, Fabletics, Rowan, Fries Fries Fries, Express, Swarovski, Lolli & Pops, Urban Planet, Perfumania, Krispy Krunchy Chicken, and InTune Supper Club – have opened their doors, and five – Capital One Café, Auntie Anne’s 2, Newbury Comics (who will open in FYE’s former location), and Mouna Jewelers, and Bass Pro – are under construction.
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