Kaplan Cos., venturing in new direction, opens luxury active adult community

Amaranth at North Brunswick is just 1 location the 4th-generation developer has in mind for Central Jersey

When Jason Kaplan, president of Kaplan Cos., looked around Central Jersey, he said he struggled to find an adult community that was anything other than the cookie-cutter variety that has been opening for generations.

So, he opened his own.

Kaplan Cos. recently cut the ribbon on Amaranth at North Brunswick, a next-generation, age-restricted rental community featuring 222 units for those 55 and over.

Kaplan feels Amaranth at North Brunswick fills the need for opulent active-adult living near all the conveniences of the vibrant New Brunswick area.

Because all of the one- and two-bedroom units are rentals, Kaplan said residents don’t deal with maintainence or a long-term commitment, but they do benefit from an expansive clubhouse, outdoor spaces in every unit, a heated pool, indoor and outdoor lounges, fire pits, a community garden and all the other amenities of easy lifestyle living.

“The look and feel of the community is modern; so, it has a new, vibrant feel with lots of energy,” Kaplan said. “Amaranth North Brunswick doesn’t feel like the traditional active-adult community that has become traditional, cookie-cutter construction in central New Jersey. Amaranth at North Brunswick is specifically designed with a `wow’ factor, shattering all preconceived notions of active adult living. We’ve proudly escalated the market to a whole new level.”

The community, which is based at 2775 Route 130, has units that range from 823 to 1,397 square feet. All come with quartz countertops in the kitchen, high-quality flooring and balconies or patios. The clubhouse includes a resident lounge, demonstration kitchen, a card room, a doggie day spa, a yoga room with interactive mirrors and a package room.

Kaplan noted another special feature is a courtyard with the heated pool and sundeck, bocce ball, shuffleboard, a putting green and a “Bark Park.”

And, while the adult community is the first for Kaplan Cos., which is celebrating its 70th year, Kaplan said more are on the way. Kaplan noted the company, based in Highland Park, is now exploring other age-restricted luxury housing in central New Jersey, such as a second Amaranth development that is being created in East Windsor.

“When my grandfather broke ground on his first home in 1952, I don’t think he would ever imagine that, 70 years later, his dream is continuing to thrive with a fourth generation embracing that same vision,” Kaplan said. “I am honored to be leading the way with this new community in North Brunswick and taking our family-owned company in new directions and markets.”

Residents began moving to the community in December; the first section is already fully leased. The company is welcoming residents to “Building B,” with move-in dates scheduled for the end of May.

As part of the grand opening celebration, Kaplan is currently offering two months of free rent on select two-bedroom units as part of new 14-month lease agreements.