Bell Works in Holmdel lands another tenant, and keeps one from leaving in the process

HOLMDEL - Victory Home Remodeling, a Middlesex County-based construction company, is relocating its headquarters to Bell Works, the reimagined former Bell Labs building on Crawfords Corner Road.

Now based in Edison, Victory Home Remodeling has signed a long-term deal to sublease 42,949 square feet from Guardian Life Insurance Company of America, which opened its office at Bell Works in 2018, according to Cushman & Wakefield, a commercial real estate brokerage that represented Victory Home Remodeling.

It will now occupy nearly half of the 91,319 square feet leased by Guardian Life.

"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, in a statement. "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."

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The decision to sublease, and remain at Bell Works in a smaller space, was a turnaround for Guardian Life Insurance.

It had considered closing its office in Holmdel and leaving as part of plan to reorganize its real estate footprint, according to JLL, the commercial real estate brokerage that represented Guardian in the transaction. JLL convinced Guardian to stay at Bell Works, the two million-square-foot office, retail and lifestyle complex.

“The significance of Guardian’s decision to maintain a presence at Bell Works cannot be understated," said Peter Ladas, an executive vice president at JLL, in a statement. Ladas represented Guardian along with JLL's Scott Stange, executive vice president, and Erin Moran, vice president.

"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.”

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Inspired by Somerset Development has transformed the former Bell Labs building, a historic facility designed by architect Eero Sarinaan, into an office, retail and lifestyle hub.

Besides attracting large employers like Jersey Central Power & Light, iCIMS and WorkWave, Guardian Life and a host of smaller companies, Bell Works has filled its ground floor with retailers and bars and restaurants, as well as a pharmacy, fitness clubs, doctor's offices and the Holmdel public library. There are also attractions, such as a indoor golf, an escape room and virtual reality games.

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"Victory Home Remodeling’s culture is so dynamic that it’s contagious," said Jerry Shifrin, executive director at Cushman & Wakefield, who along with Curtis Foster, vice chair, represented Victory Home Remodeling.

"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," he said in a statement. "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.”

David P. Willis, an award-winning business writer, has covered business, retail, real estate and consumer news at the Asbury Park Press for 25 years. He writes APP.com's What's Going There column and can be reached at dwillis@gannettnj.com. Please sign up for his weekly newsletter and join his What's Going There page on Facebook for updates.

This article originally appeared on Asbury Park Press: Bell Works lands Victory Home Remodeling, secures Guardian Life