You’ll want to get to Herald Square soon: TJ Maxx is opening a roughly 40,000–45,000 square-foot store in the former Gap space at Herald Towers, marking its first new New York City location in more than a decade. Bargain hunters are already lining up because the store promises big discounts, a huge selection, and a central Midtown spot that makes value shopping impossible to ignore.
This post will walk through what the new Herald Square location looks like, why Midtown retail is buzzing again, and how the arrival could shift traffic and deals across the neighborhood. Expect practical details about the space, what shoppers can actually find on opening day, and what this says about the wider comeback of Manhattan shopping.
Details on the New TJ Maxx Store in Herald Square
The new TJ Maxx will occupy a large two-level retail space at Herald Towers near 34th Street and Sixth Avenue, offering bargain-focused merchandise across apparel, home goods, and seasonal items. The build-out, layout, and opening schedule aim to make the store a convenient off-price destination for Midtown shoppers and commuters.
Opening Timeline and Key Dates
Construction crews moved into the Herald Towers space late 2025 after JEMB Realty finalized the lease, and fit-out work proceeded through winter 2026. TJ Maxx confirmed a public grand opening on Friday, February 13, 2026, with soft-opening activity and staff training in the days prior.
The retailer targeted a weekday launch to catch both weekday commuters and weekend tourists. Local reporting describes this as TJ Maxx’s first new New York City store in more than a decade, marking a notable expansion for the discount retailer in Manhattan. Expect street-level access on 34th Street with additional entry points from the building lobby.
Store Size and Layout
TJ Maxx will occupy roughly 40,000–45,000 square feet spread over two floors inside Herald Towers, converting a former hotel/apartment footprint into retail space. The main entrance faces 34th Street and Sixth Avenue, providing direct foot-traffic access from Herald Square transit hubs.
Interior planning emphasizes wide aisles, categorized departments, and visible clearance racks. Typical TJ Maxx formatting appears: women’s, men’s, and children’s apparel on one floor, with home goods, shoes, and seasonal items clustered for quick browsing. Checkout banks and customer service counters sit near exits for efficient flow during peak times.
What Shoppers Can Expect
Shoppers should expect the off-price model: brand-name and private-label goods at discounts compared with full-price department stores. Inventory will rotate frequently, so repeat visits often reveal new finds in clothing, kitchenware, and décor. Pricing strategies will include marked-down regulars, clearance bins, and occasional promotional events tied to holidays or store milestones.
Accessibility features include multiple entrances and ADA-compliant pathways. Payment options will cover major cards and contactless methods. Peak times likely mirror Midtown patterns: weekday lunch hours, commuter peaks, and Saturday afternoons. Staff will stage restocking during low-traffic windows to keep aisles tidy.
Why Bargain Hunters Are Excited
Bargain hunters reacted strongly because this marks TJ Maxx’s return to opening new stores in NYC after a long pause, and Herald Square offers high pedestrian volume. The Herald Towers location near transit connections makes quick stops practical for workers and tourists seeking discounted brand names.
Shoppers value the treasure-hunt aspect—finding a high-end brand at a fraction of original cost. The store’s large footprint increases the odds of deeper assortment and rare finds compared with smaller urban outlets. Local coverage and early-line reporting indicate strong community interest, with customers anticipating both everyday basics and occasional premium bargains.
The Resurgence of Midtown Retail and Neighborhood Impact
Midtown has seen big retail moves that change storefront mixes, draw more shoppers, and shift leasing confidence. New large-format tenants now share space with legacy chains, improving options along 34th Street and around Herald Square.
Herald Square’s Changing Storefronts
Herald Square’s retail face has evolved as vacancies have been replaced by national chains and experiential tenants. Landlords at Herald Towers and along 34th Street have signed larger, longer leases, bringing steady foot traffic near Sixth Avenue and Penn Station. That concentration matters: transit access funnels commuters and tourists into street-level stores every day.
Property owners are also reconfiguring multi-level retail spaces to suit off-price and flagship formats. Those changes make big-box layouts more visible from the sidewalk, which helps retailers like TJ Maxx capture impulse visits. Rent and lease structures still matter, but the new tenancy mix signals renewed landlord confidence.
Old Navy’s Return and Primark’s Arrival
Old Navy’s return to midtown would restore a familiar value brand for families and commuters who shop near Herald Square. Its presence typically brings routine, weekday shoppers looking for apparel essentials, which complements discount-focused stores.
Primark’s arrival adds another high-volume, low-price option that targets fashion-conscious bargain hunters. Together with TJ Maxx, these retailers deepen the district’s discount retail ecosystem, increasing category overlap but also creating a one-stop corridor for budget shoppers. The result: more predictable daily traffic patterns and cross-shopping between adjacent stores.
Foot Traffic, Accessibility, and Nearby Shopping Options
Pedestrian volumes around 34th Street and Sixth Avenue have been a primary consideration for tenants and brokers. Proximity to Penn Station, Herald Square subway stops, and bus routes concentrates shoppers from across the city and suburbs, raising hourly foot counts during morning and evening commutes.
Accessibility improvements and storefront redesigns make multi-level stores easier to enter, which boosts conversion rates. Nearby options—electronics, specialty boutiques, and tourist-focused retailers—offer complementary draws that increase dwell time. For bargain hunters, the cluster of Old Navy, Primark, and the new TJ Maxx at Herald Towers creates an efficient shopping loop within a few blocks.
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