The Mall at Rockingham Park welcomes new additions and unveils plans for Rockingham Grand

Salem, NH The Mall at Rockingham Park, New England’s destination for tax-free and fashion forward shopping, revealed the addition of several new retailers, along with the new development updates for the casino operated by Churchill Downs Inc.

The Mall at Rockingham Park is showcasing a lineup of market exclusive and sought-after brands, with more additions on the way. Now open, Gorjana brings its signature California aesthetic to the property. The family-owned jewelry brand, founded by husband and wife duo Gorjana and Jason Reidel, is known for chic gold essentials and fashion-forward seasonal pieces designed for everyday wear.

Coming soon, Rowan will mark its first New Hampshire location, introducing a modern and trusted approach to ear piercing. Founded by a mom and led by women, Rowan is dedicated to elevating industry standards through safety, inclusivity, and celebration. All piercings are performed exclusively by board certified nurses using hypoallergenic, dermatologist tested jewelry, creating a confidence building experience centered on self-expression and peace of mind.

The Mall at Rockingham Park has also welcomed an expanded Aerie, now open and featuring OFFLINE by Aerie, the brand’s active wear line designed for real life.

lululemon is now open in an expanded retail space. The brand continues its commitment to the market with an elevated shopping experience featuring technical athletic apparel, accessories, and community-driven design rooted in movement, wellness, and mindfulness.

Together, these openings reinforce The Mall at Rockingham Park’s position as a premier shopping destination, offering a curated mix of fashion, wellness, and lifestyle brands exclusive to the region.

New details have been unveiled for what’s ahead at Casino Salem, the first phase of a new gaming and entertainment venue with a charitable giving component at The Mall at Rockingham Park. Operated by Churchill Downs Incorporated, Casino Salem will be redeveloped into Rockingham Grand Casino, part of a $180-to-200-million-dollar investment transforming 160,000 s/f across three levels into a new destination. With a legacy of creating extraordinary entertainment experiences for more than 150 years, Churchill Downs Incorporated is bringing its expertise and vision to Salem with a development that will feature 825 historical racing machines, 32 table games, a 900 seat live entertainment venue, and additional dining and guest amenities designed to elevate the overall experience. The new Rockingham Grand Casino is expected to open in mid-2027, further enhancing the evolution of The Mall at Rockingham Park into a dynamic mixed-use destination.

“These new additions reaffirm The Mall at Rockingham Park as a key destination for market-exclusive retailers,” said Laura Schwartz, senior vice president, leasing at Simon. “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. Creating memorable experiences for our retailers, shoppers, and community continues to guide our growth. In addition, we’re excited to welcome the re-opening of Churchill Down’s new casino at The Mall Rockingham Park next year, marking a transformative moment for the region. 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. As one of the state’s premier retail centers, we’re proud to see this next chapter come to life and look forward to the vibrancy it will add for our shoppers and visitors.” 

The newly arrived brands continue the center’s strong momentum, following the introduction of the state’s only Anthropologie, Kendra Scott, FP Movement, and Caffè Nero.