Big changes are coming to Henrietta's retail landscape! A beloved Syracuse furniture retailer is making a bold move into the Rochester market, setting up shop in the iconic South Town Plaza. But here's where it gets interesting: Dunk & Bright, known for its wide range of furniture options, is not just filling a vacant space—it’s investing millions to revitalize a piece of local history. On Wednesday, November 12, 2025, crews were spotted removing the South Town lettering from the plaza’s monumental sign, marking the beginning of a new era. Henrietta Town Supervisor Steve Schultz confirmed that Dunk & Bright will take over the former Burlington location, bringing with it a unique shopping experience that caters to all budgets, from value-conscious buyers to those seeking designer brands. And this is the part most people miss: the store also boasts a higher percentage of American-made products than many of its competitors, a point that could spark debate among shoppers who prioritize local manufacturing.
Owner Joe Bright shared that the company is pouring $4 million into renovations, not just for the store but also for the parking lot and the iconic sign itself. Schultz emphasized the importance of preserving the monument, calling it 'an iconic piece of Henrietta history.' The 72,000-square-foot store is expected to open its doors in April or May 2025, creating 20-30 new jobs in the process. This move comes after Burlington relocated to the former Toys "R" Us site on Hylan Drive in 2019, leaving the South Town Plaza space vacant until now.
But here’s the controversial question: In an era of online shopping and big-box dominance, can a traditional furniture retailer like Dunk & Bright truly thrive in a new market? And does their focus on American-made goods give them an edge, or is it a niche appeal? We’d love to hear your thoughts in the comments below. As Henrietta welcomes this new addition, it’s clear that the retail scene is evolving—and Dunk & Bright is betting big on becoming a part of it.
