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Bell Works at 101 Crawfords Corner Road in Holmdel — Courtesy: Inspired by Somerset Development
By Joshua Burd
Victory Home Remodeling has taken nearly 43,000 square feet of office space at the Bell Works campus in Holmdel, in a deal arranged by Cushman & Wakefield and JLL.
According to a news release, Victory will use the 2 million-square-foot property as its new headquarters after relocating from Edison. It’s subleasing the move-in-ready space from The Guardian Life Insurance Co. of America, which will maintain roughly 48,000 square feet at the complex at 101 Crawfords Corner Road.
C&W Executive Director Jerry Shifrin and Vice Chairman Curtis Foster represented the subtenant in the 42,949-square-foot deal. JLL executive vice presidents Peter Ladas and Scott Stange and Vice President Erin Moran represented Guardian Life.
“We are thrilled to have advised Victory Home Remodeling through their headquarters relocation, marking the third transaction we closed with them in 2023 and showcasing the tremendous growth they have experienced since our first assignment with them in 2019 when they occupied 1,000 square feet,” Shifrin said.
“Victory Home Remodeling’s culture is so dynamic that it’s contagious,” he added. Their unique business model, built on the foundation of mentoring and expanding upon each other’s work, is a testament to their commitment to growth within the community. Their passion for their culture is evident through their choice to establish Bell Works as their new headquarters, serving as the perfect representation of their ethos.”
In a separate news release, JLL noted that Guardian Life will maintain roughly half of its space at Bell Works after initially planning to vacate its entire 91,319-square-foot office. It tapped JLL in 2022 as part of a plan to reorganize its real estate footprint, the brokers said, noting that the team of Ladas, Stange and Moran ultimately convinced it to remain at the location while setting out to find a subtenant.
“The significance of Guardian’s decision to maintain a presence at Bell Works cannot be understated,” Ladas said. “While there has been a systemic shift in office utilization, there remains unprecedented demand for trophy space designed to embrace a holistic work-life balance and Bell Works is undoubtedly the region’s leader in meeting that demand.”
Victory Home Remodeling is now among the latest tenants to commit to the revamped former Bell Labs complex, whose overhaul was led by Inspired by Somerset Development. It joins a mix of office and retail tenants, community services and restaurant and hospitality users that are assembled around an atrium that stretches a quarter-mile.
“As a people-first business, we are constantly searching for new ways to excite and motivate them,” said Jared Brown, co-founder of Victory Home Remodeling. “Our people are our most valuable asset and they deserve the absolute best place to work. We strive to be the best company someone can work for and that is only amplified by this historic move. When Jerry and Curtis presented Bell Works, it was clear that Victory and our culture was a perfect fit. We feel this is a decision that will change the trajectory of the business forever.”
Bell Works, which is minutes from the Garden State Parkway and routes 34 and 35, includes 8,000 square feet of restaurants, 100,000 square feet of retail space and entertainment options, such as a golf range, virtual reality, a basketball court and an escape room. The site also has modern fitness options, including Bar Method, F45 and Renaissance Pilates + Wellness.
“As one of the largest subleases last year, this is a significant transaction for the New Jersey market,” Foster said. “Victory Home Remodeling’s strategic relocation is a great steppingstone as we continue to partner with them on future locations. Victory Home Remodeling’s culture of integrity, inclusivity and work ethic has created a best-in-class team that cares deeply about fostering an employee-first business structure, making the Bell Works facility a fantastic choice for their new headquarters.”
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