Victory Home Remodeling inks 43K sq. ft. lease at Bell Works in Holmdel for its HQ

Victory Home Remodeling signed a long-term 42,949-square-foot sublease at the Bell Works facility located at 101 Crawfords Corner Road in Holmdel, according to a Thursday announcement from Cushman & Wakefield.

The real estate services firm arranged the deal for the home improvement firm, which is relocating its headquarters to the Monmouth County location.

Victory Home Remodeling provides the highest quality products, craftmanship and exemplary customer service, embodying the “gold standard” in the home improvement industry.

Cushman & Wakefield’s Curtis Foster and Jerry Shifrin represented the subtenant, Victory Home Remodeling, in the sublease. JLL’s Peter Ladas, Scott Stange and Erin Moran represented the sublandlord, the Guardian Life Insurance Co. of America, in the transaction.

JLL was retained by The Guardian Life Insurance Company in 2022 as part of a strategic plan to reorganize its real estate footprint. The company originally planned to vacate its entire 91,319 square feet office in the glass-enclosed Bell Works complex.

JLL was able to convince the company of the benefits of maintaining a presence at Bell Works, a best-in-class multi-purpose living and working space populated by innovative startups, leading tech companies, financial services, legal, manufacturing and creative powerhouses.

“As a people-first business, we are constantly searching for new ways to excite and motivate them. 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,” Jared Brown, co-founder of Victory Home Remodeling, said.

According to Ladas, “The significance of Guardian’s decision to maintain a presence at Bell Works cannot be understated. 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.”

“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. 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.”

Formerly the Bell Labs site, Bell Works is an adaptive reuse development that has been transformed into a dynamic mixed-use town center. The 1.6 million-square-foot all-inclusive property is a one-of-a-kind space for businesses and culture, featuring a blossoming ecosystem of traditional offices, technology, dining, retail, hospitality and more.

“As one of the largest subleases last year, this is a significant transaction for the New Jersey market. Victory Home Remodeling’s strategic relocation is a great steppingstone as we continue to partner with them on future locations,” Foster said. “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.”

Bell Works is conveniently located in proximity to the Garden State Parkway as well as Routes 34 and 35.