Clothing and Accessories Retailers Now Open at Baytowne

Newly Renovated Shopping Center Welcomes National Retailer Once Upon A Child and Family-Owned Now and Forever


Rochester, N.Y., May 27, 2014 — The nation’s largest retailer for children’s second-hand fashions, Once Upon A Child, and Rochester’s one-stop shop for customizable accessories, Now and Forever, are now open at DiMarco Group’s newly renovated BayTowne shopping center. Once Upon A Child and Now and Forever are the latest additions to the shopping center’s 500,000 square feet of retail space located at 1900 Empire Blvd. in Penfield.


With over 280 store locations throughout the U.S. and Canada, Once Upon A Child buys and sells high-quality, new and gently used apparel, toys, baby equipment and furniture for children at family-friendly prices. BayTowne is Once Upon A Child’s second Rochester location, bringing its popular, brand name children’s products to the Eastside of Rochester.


Now and Forever’s BayTowne store represents its first retail location in Rochester. Offering customizable keepsakes and accessories, including personalized framing and custom embroidery, the family-owned business opened its doors at BayTowne in March.


Upgrades at BayTowne have taken shape over the past two years, highlighting DiMarco Group’s efforts to attract national and specialty retailers like Once Upon A Child and Now and Forever. Renovations include a recently opened street of shops which connects the existing shopping center to where a newly constructed Wal-Mart Supercenter will eventually be located. Additional enhancements include new facades and a new entry into the shopping center from nearby Brandt Point.


Once Upon a Child and Now and Forever join current BayTowne tenants such as Planet Fitness, CVS, The UPS Store, DiBella’s, McDonald’s and others. Additional leasing opportunities at the shopping center are available. For more information on BayTowne, please visit