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Northwood Retail is remaking its piece of Belt Line Road, a main drag for food and drink since the late 1970s and early 1980s, with new tenants.

An Addison shopping center has attracted eyewear retailer Warby Parker and socially conscious café La La Land to its recently redeveloped mix of retail and restaurants.

Prestonwood Place, a 133,000-square-foot center at the southeast corner of Belt Line Road and Montfort Drive, has updated its mix with a new generation of restaurants and services as it tries to be a go-to errand stop for the workers in the surrounding office market.

Attracting Warby Parker, one of the first digital retailers to open brick-and-mortar stores, to the small shopping center is notable because so far the New York-based retailer has gone into high-profile shopping districts such as Austin’s South Congress, Legacy West and Southlake Town Square. One of its first stores in the U.S. is still open on hip Henderson Avenue in East Dallas.

Dallas-based Northwood Retail owns the shopping center just east of the Dallas North Tollway and spent the last year updating the property, which dates back to when Belt Line Road first became a trendy place to go eat and drink in Far North Dallas.

Earlier this year, Catapult Health leased a two-story building on the 16-acre property located next to Village on the Parkway and Prestonwood Town Center.

Warby Parker, a company that disrupted the prescription eyewear business 20 years ago, opens in the center in June.

La La Land, a café that sells only organic beverages and employs and mentors young adults who have aged out of the foster care system, will open what will be its fourth store in the market later this summer.

Warby Parker is opening in Addison’s Prestonwood Place shopping center in June 2021.
Warby Parker is opening in Addison’s Prestonwood Place shopping center in June 2021.(Halkias, Maria)
Another Dallas-based restaurant, The Biscuit Bar, which started out in Plano and has five locations, will open in the center later this winter. Massage Heights, which provides massage and facial services and is based in San Antonio, is opening in June.

Mendocino Farms Sandwich Market is among recent additions to the center that houses Flower Child, Shake Shack, Chipotle, Club Pilates and Orangetheory Fitness.

Northwood estimates that the five-mile radius of the Far North Dallas office submarket has a 400,000 daytime population.

The shopping center company, which also owns the Shops at Park Lane across from NorthPark Center and Hillside Village at Mockingbird Lane and Abrams Road in Dallas, said more new tenants are planned for Prestonwood Place this fall and winter.

“Addison is a market with a tailwind for better retail and restaurants,” said Ward Kampf, president of Northwood Retail. “Adding to the growth of the area and the evolution of Prestonwood Place, we are expanding our lineup.”

Leasing has been “thoughtfully crafted” to include local and national businesses such as “fashion-forward eyewear and kindness-driven coffee to the best in biscuits,” Kampf said.