$1B downtown Greenville development adds 2 new-to-market retailers

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Two additional tenants will be joining the $1 billion Greenville County Square mixed-use development in downtown Greenville.

Ben & Jerry’s and JINYA Ramen Bar are the latest new-to-market tenants added to the growing retail roster at Greenville County Square in downtown Greenville, according to a news release.

This is the first Greenville location for both concepts.

“We’re excited about the additions of Ben & Jerry’s and JINYA to Greenville County Square,” said Phil Mays, principal of RocaPoint Partners. “We’re looking forward to seeing them get to know the people and charm of the city, and for the Greenville community to have even more delicious options to choose from. We’re diversifying our tenant mix with a variety of concepts to give something for everyone to enjoy.”

Bringing the Ben & Jerry’s Scoop Shop to the Greenville County Square is PRIMO Partners, the only Black-owned/Black-led multi-unit franchise group of Ben & Jerry’s, along with other enterprises, the release said.

Comprised of Antonio McBroom, CEO of PRIMO Partners, Phillip Scotton, and Eric Taylor, PRIMO is expanding their portfolio to Greenville with the opening of their 16th Ben & Jerry’s Scoop Shop.

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The 1,200-square-foot-plus scoop shop will reflect Ben & Jerry’s new and updated concept named the “store of the future,” set up to be omnichannel to enhance the overall guest experience. The Greenville store will serve Ben & Jerry’s signature ice cream flavors including household favorites like Phish Food, Chunky Monkey, and more, as well as fresh-packed pints, milkshakes, and non-dairy options, the release said.

“Being anchored in the triangle region of North Carolina and Atlanta, Greenville has been on our radar for about a decade,” said McBroom. “We fell in love with the potential and promise of the city and its rich cultural history. Part of our mission is investing in and building change to support future entrepreneurs, and we felt this particular development project perfectly aligned with that. PRIMO Partners is excited to bring a Ben & Jerry’s scoop shop to Greenville residents and visitors alike.”

JINYA Ramen Bar will be a 3,700-square-foot casual full-service restaurant with a full bar and outdoor patio seating area that will serve 13 signature ramen bowls with more than 25 toppings. Rounding out the menu will be a variety of Japanese tapas alongside rice bowls and curries, the release said.  

Greenville County Square currently houses Greenville County’s newly opened 250,000-square-foot administration building, designed by Foster + Partners. Most recently, RocaPoint Partners announced Pins Mechanical, Fairway Social and Agave Bandido as the entertainment anchors, joining Whole Foods Market as the grocer anchor, and The Perch Kitchen & Tap as the first food and beverage tenant.

Lima One Capital also announced its relocation to Greenville County Square, more than doubling the company’s office space and adding 300 jobs to the Greenville market.