Madison Wisconsin

East Towne Mall

East Towne Mall Hours:
MON - SAT 10 am - 9 pm
SUN 11 am - 6 pm

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East Towne Mall Store Directory
Aéropostale 608.244.0305
American Eagle Outfitters 608.241.2940
Aqua Massage 608.242.7241
Arby's 608.242.0077
Auntie Anne's 663.2722
Barnes & Noble Booksellers 608.241.4695
Bath & Body Works 608.244.4010
Best Nails 608.246.8999
Bleach Bright Teeth 608.467.5980
Bon Worth 608.242.4200
Boston Store 608.241.3363
Buckle 608.241.8003
Buddy Squirrel 608.244.5151
Cellairis 608.242.1619
Champs Sports 608.249.5889
Charlotte Russe 608.242.9170
Children's Place 608.246.9129
Chili's Grill & Bar 608.242.9300
Christopher & Banks 608.249.7712
Cingular Wireless 608.242.8799
Claire's 608.244.2066
Condon Jewelers 608.241.3406
Cotopaxi 608.242.1069
Culver's 608.244.0808
Custom Caps 608.268.4062
C.J. Banks 608.240.9710
Dairy Queen/Orange Julius 608.241.1971
Dakota Watch Company 608.242.1300
DEB 608.244.9918
Dick's Sporting Goods 241.2764
dressbarn 608.242.1843
Edith's 608.244.7766
Family Cellular 608.245.0220
Finish Line 608.240.0212
Foot Locker 608.245.0634
Fred Meyer Jewelers 608.244.8888
Game Stop 608.249.3114
Gap 608.246.2068
Gloria Jean's Coffees 608.244.4776
GNC 608.249.1700
Go Wireless 608.246.9171
Gordmans 608.246.1840
Gymboree 608.241.5220
Helzberg Diamonds 608.240.9757
Hollister Co. 608.242.1310
Hot Topic 608.244.5791
The Icing 608.244.3207
Into the Woods 608.301.9874
JCPenney 608.241.3414
JCPenney Salon & Spa 608.241.1878
Journeys 608.245.1779
Kato's Cajun 608.301.0101
Kay Jewelers 608.249.9279
Kirlin's Hallmark 608.241.2255
Lane Bryant 608.241.1080
LensCrafters 608.246.0308
Lids 608.241.1230
Life Uniform 608.244.8365
MasterCuts 608.246.2887
Maurices 608.242.7693
McDonald's 608.246.4040
Mia & Maxx 608.240.9011
Motherhood Maternity 608.243.8519
Nails & Spa 608.442.5888
New Wireless Concepts 608.242.6978
New York & Company 608.240.1457
Nine West 608.244.1603
Olive Garden 608.249.0340
Orange Julius/Dairy Queen 608.241.1971
Outback Steakhouse 608.241.0851
PacSun 608.242.4184
Payless ShoeSource 608.244.5442
The Picture People 608.241.0215
Piercing Pagoda 608.244.7831
Pro Image 608.241.8807
Quizno's Subs 608.268.3400
RadioShack 608.244.8130
Red Lobster 608.244.3530
Regis Salon 608.244.2444
Rogers & Hollands 608.246.0300
Rue21 Spring 2011
Sarku Japan 608.243.8686
Sbarro the Italian Eatery 608.242.9910
Scott's Brewery 608.244.0549
Sears 608.241.4434
Select Comfort 608.244.1480
Spencer Gifts 608.241.0332
Sprint 608.242.4053
Starbucks (at Barnes) 608.241.4695
Steak Escape 608.249.7600
Steve & Barry's 608.242.9999
Stir Fry 88 608.204.3836
Sunglass Hut 608.241.8111
S&K Menswear 608.249.9010
Taco Bell 608.244.9395
Things Remembered 608.241.3747
Tiger Lily 608.242.9811
Tilt Family Entertainment 608.242.9339
Trade Secret 608.241.6688
Tradehome Shoes 608.244.7450
Under Your Skin Body Jewelry 608.244.1488
Vanity 608.242.1012
Victoria's Secret 608.241.2453
Vitamin World 608.240.2003
Wet Seal 608.242.0465
Wisconsin Active Sportswear 608.241.8932
Wonderful Creations
Zales 608.819.0546
Zumiez 608.249.2369



The mall opened for business October 14, 1971 with a small ribbon cutting ceremony, a year after West Towne Mall. The two malls are only separated by around 11 miles (18 km) straight line, but the geography of Madison with its two main lakes creating bottlenecks for traffic it takes much longer to travel between the two than the mileage suggests. East Towne was Madison's largest enclosed mall, and initially had four large anchor stores, Sears, J. C. Penney, H.C. Prange Co., and Gimbel's. Prange Way and Aeropostale took up a large section at the back of Pranges' space, so it could be considered a fifth anchor.

Developed by Jacobs, Visconsi, and Jacobs Co. of Cleveland, Ohio construction of the center began September 18, 1970 under the supervision of project manager Stan Smith. Originally, the 1,600 sq ft (150 m²) mall area contained eight water pools and sunken lounge areas. Artists Clarence Van Duzer and Joseph McDonnell were commissioned to create art work for the mall. McDonnell created four sculptures, one was a 3,000 pound metal yellow rhinoceros with red polka dots made of half-inch steel plates and another was a 35'x22' chandelier-like work suspended above one of the entryways. The chandelier was multi-colored and according to McDonnell, it was inspired by a game of pick-up sticks and designed to resemble "a galaxy of light" from outside the center. Van Duzen was responsible for the large central area with its 30-foot (9.1 m) ceiling and four contemporary pillars. In the center was a large three-level pool with waterfalls, a 15-foot (4.6 m) fountain and flashing lights all synchronized to music. The main entrance was also flanked by sculpted stone blocks in relief with irregular shapes and sizes. All the water sculptures and sunken lounge areas were removed in the late 1980s and the main entrance was completely redesigned with the addition of the food court.

The parking area was designed by Stone and Robinson Associates, Inc. and was originally 2,100,000 square feet (195,000 m²) with a capacity of 6,000 cars and an average, maximum car-to-store distance of 350 ft (110 m) The parking are has since been reduced in size to hold less than 5,000 cars by various construction projects on the perimeter and expansion of the main facility.

East Towne Mall was constructed near the intersection of U.S. Route 151 and Interstate 90/94, but was virtually alone when built on over eighty acres of farmland. Now it rests in the center of a large retail area with a number of banks, restaurants and numerous chain big-box stores ranging from Best Buy and Circuit City to The Home Depot and Menards.

Gimbel's would become Boston Store in 1987 upon Gimbels' collapse a year earlier, and closed in 2003. This space was razed, and the area was rebuilt in 2003-2004 with the Boston Store name moving replacing Younkers. It is now a Dick's Sporting Goods, Gordmans and new mall space. Gordmans opened in September 2004 and Dick's Sporting Goods grand opening was at the end of October, 2004.

Prange's switched to Younkers upon the buyout of the chain in 1992. Before this buyout, Prange Way closed, allowing Younkers to expand into the large section the discount store had originally taken. Younker's would be switched to the Boston Store nameplate at this, as well as the West Towne Mall and Regency Mall's locations in 2003 when then-owners Saks Inc. decided to consolidate all southern Wisconsin stores into one banner. They had closed both Milwaukee-area Younker's stores at Northridge Mall and Southridge Mall in 2000 previous to East Towne's location.