Lidl (Edison, NJ)
Lidl
3 Brunswick Ave
Edison, NJ
Assignment
NAI DiLeo-Bram & Co. (NAIDB) was retained by Blueberry Village, Inc., to market a portion of a 12.96-acre land parcel located at the corner of Plainfield Road and Brunswick Avenue in Edison, NJ. Blueberry Village enlisted NAIDB Executive Vice President Robert Dinner, with whom the company has a long-term relationship, to oversee the subject land disposition on their behalf.
Situated at a critical access point in the North Edison section of the township, the signalized intersection is located adjacent to a retail lifestyle center; next to Blueberry Village apartments, a 900-unit garden-apartment complex; and adjacent to Metroplex Corporate Center – a three-building, 265,000-SF office center. For the latter, Robert Dinner also serves as exclusive leasing agent for the office property, which achieved 100% occupancy in mid-2023.
Furthermore, along Plainfield Avenue the property offers a front-door bus stop as well as major roadway and mass-transit connectivity, a critical feature to access the region’s talent pool and consumers.
Solution
NAIDB identified the land acquisition opportunity as ideally suited for retail development. Based on continuous canvassing within the Northwest Middlesex submarket and Greater Central New Jersey Metro, NAIDB targeted specific industries and companies seeking to expand their operations through ground-up development and/or redevelopments. Among these was Lidl, the German-based discount grocer making inroads across New Jersey and expanding rapidly within Middlesex County.
By leveraging the neighborhood’s signalized-intersection location and mixed-use multifamily/office/retail landmarks, the proposed land acquisition offered Lidl a rare custom-build opportunity that would position the grocery store as an invaluable neighborhood amenity. The location and its connectivity also offered the supermarket access to consumers within their demographic profile, traffic counts and a labor force from Edison as well as nearby Metuchen, Dunellen, Piscataway, New Brunswick, South Plainfield, Highland Park and Somerset.
Result
Following an extensive market analysis, NAIDB engaged in discussions with the corporate real estate and development team at Lidl US Operations, LLC to propose, negotiate and close the land transaction on behalf of the seller.
Terms included the acquisition of approximately 3.5 acres of undeveloped land for an undisclosed price at 3 Brunswick Avenue in the township of Edison by Lidl US Operations. The seller retained ownership and development rights of the remaining 9.4+ acres that were not part of the sale.
