Western New York’s premier shopping center, Eastview Mall, has opened four national brands within the last two months; major property addition, new anchor Bass Pro Shops, is slated to open at Eastview this coming Thursday.
November 10, 2026 – Rochester, NY – Eastview Mall announces the opening of four national brands, all within the last seven weeks. This fall the shopping center added Snipes, Happy Beauty, Lovisa, and Goat USA. And at eight weeks, Eastview will also have opened the property’s biggest addition since 2021, the mall’s newest anchor, Bass Pro Shops.
Globally recognized sneaker and streetwear retailer, Snipes, opened on September 17 and celebrated their Grand Opening on Saturday, September 19. Located in the JCPenney Wing, between Aerie and la Vie en Rose, the new 3,000 square foot space is the second Snipes location in Rochester; the other is in The Mall at Greece Ridge. With over 300 stores across the Mid-Atlantic and Midwest, Snipes has well-known brand partners like Meek Mill, 21 Savage, and DJ Khaled, giving shoppers the opportunity to take inspiration from top tastemakers in the industry.
Beauty and cosmetic retailer, Happy Beauty, features a mix of indie brands, K-beauty favorites, and everyday essentials that deliver great results without the high price tag. Based in Texas, Happy Beauty opened their Eastview location – the first and only in New York State – on Saturday, October 17. The new 2,850 square foot storefront is just inside Entrance 4 off Main Court and features popular brands like Kim Chi, Medicube, Tree Hut, W7, and more. To enhance the in-person experience, for every $25 spent instore, shoppers receive a pass to choose a free featured item from the Happy Beauty vending machine.
Founded in Australia, Lovisa is a global fashion jewelry retailer whose trend-forecasting departments take inspiration from runways and current worldwide street style. Located in the JCPenney Wing between Hollister and Lovesac, the Lovisa 1,480 square foot storefront opened on Friday, October 23 and features varying finishes including waterproof, water resistant, gold plated, silver plated, sensitive ears, and sterling silver. Lovisa introduces new styles weekly, and their collections span earrings, rings, necklaces, bracelets, body jewelry, accessories, and a dedicated men’s line.
Eastview’s newest open store opening, GOAT USA, is an American casual lifestyle brand built on confidence, connection, and passion. The 3,577 square foot pop-up store opened their doors on Wednesday, November 4; their Grand Opening is scheduled for Saturday, November 14 where shoppers who attend and spend over $100 will receive a free duffle bag. GOAT USA carries apparel for the entire family – from their legendary men’s line to classic comfortable womenswear and confident kids’ styles. The new GOAT USA pop-up store is located at the beginning of the Macy’s Wing across from Banana Republic and Anthropologie.
Eastview’s newest anchor, Bass Pro Shops, is scheduled to open on Thursday, November 12th, the company announced on October 29, 2026. The Grand Opening celebration will kick off with entertainment and vendor tents at 5:00pm, the ceremony will begin at 6:00pm followed by the ribbon cutting by founder Johnny Morris at 6:30pm inviting shoppers into the highly anticipated store. Last fall, Bass Pro announced a new 90,000 square foot location at Eastview, marking the company’s fifth in New York State, serving the entire Finger Lakes Region. Eastview’s Bass Pro locationwill continue the company’s reputation of serving the passionate sportsmen and women with the widest selection of quality products at the best prices; bringing the best in outdoor gear, family fun, and conservation.
In the last twelve months, Eastview Mall has added sixteen new merchants to the tenant mix. Of those, twelve – Lolli & Pops, Perfumania, Krispy Krunchy Chicken, Auntie Anne’s 2, Newbury Comics, Capital One Café, Mouna Jewelry, specialty pop-up Toys-R-Us, Snipes, Happy Beauty, Lovisa, specialty pop-up GOAT USA – have opened their doors, and four – Goodlife Collective, Dunkin & Jimmy Johns combination storefront, Chick-Fil-A, Bass Pro – are under construction.
For more information about Eastview, follow us on social media or visit www.eastviewmall.com.
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