SALEM, N.H.— The Mall at Rockingham Park is building on strong leasing momentum with the addition of several new retailers and fresh details surrounding a major casino redevelopment that will further transform the property into a mixed-use entertainment destination.
The Salem mall announced the opening and upcoming arrival of market-exclusive brands, reinforcing its position as a leading tax-free shopping destination in New England.
Now open, Gorjana brings its signature California-inspired aesthetic to the property. Founded by Gorjana and Jason Reidel, the family-owned jewelry brand is known for its gold essentials, versatile layering pieces and fashion-forward seasonal collections designed for everyday wear.
Coming soon, Rowan will debut its first New Hampshire location at the mall. The women-led brand offers ear piercing services performed exclusively by board-certified nurses using hypoallergenic, dermatologist-tested jewelry, emphasizing safety, inclusivity and self-expression.
The mall has also unveiled an expanded Aerie store, now featuring OFFLINE by Aerie, the brand’s activewear line. Known for promoting body positivity and comfort, Aerie offers intimates and lifestyle apparel, while OFFLINE delivers performance-inspired pieces designed to transition seamlessly from workouts to daily life.
In addition, lululemon has reopened in a larger space, offering an elevated shopping experience with technical athletic apparel and accessories rooted in movement, wellness and mindfulness.
“These new additions reaffirm The Mall at Rockingham Park as a key destination for market-exclusive retailers,” said Laura Schwartz, senior vice president of leasing at Simon Property Group. “For more than three decades, the mall has been a cornerstone of the region and has become an attractive entry point for brands expanding into tax-free New Hampshire.”
Rockingham Grand Casino Planned for 2027 Opening
The retail expansion comes as new development details emerge for Casino Salem, which is set to be redeveloped into Rockingham Grand Casino. The project is being led by Churchill Downs Incorporated, the gaming operator known for more than 150 years of entertainment history.
The $180 million to $200 million investment will transform approximately 160,000 square feet across three levels into a gaming and entertainment destination. Plans call for 825 historical racing machines, 32 table games, a 900-seat live entertainment venue and expanded dining and guest amenities. The new Rockingham Grand Casino is expected to open in mid-2027.
The project will also include a charitable giving component and is designed to generate significant economic impact for the region.
Schwartz said the redevelopment marks a transformative moment for the property and the surrounding community.
“Churchill Downs has a long-standing reputation as a best-in-class gaming operator offering extraordinary entertainment experiences, so this revamped destination will bring elevated entertainment, new energy and expanded economic opportunity to the community,” she said.
With its expanding roster of fashion, wellness and lifestyle retailers — combined with a large-scale entertainment investment on the horizon — The Mall at Rockingham Park continues its evolution into a dynamic regional hub that blends shopping, dining and gaming under one roof.
