Trading Platform Moomoo to Open Retail Outpost at Herald Towers in Spring

Moomoo, the publicly traded international trading platform that serves about 27 million investors, will open a 2,500-square-foot retail outpost at JEMB Realty’s Herald Towers in Manhattan next spring, the companies said.

The street-level space will be at the building’s West 33rd Street corner, across from Macy’s in the Herald Square area, and will mark Moomoo’s first physical retail location. The lease is a notable downsizing in footprint compared with the 55,000-square-foot retail deal JEMB signed at Herald Towers last spring with Old Navy.

Moomoo, a multibillion-dollar company listed publicly, launched its East Coast headquarters earlier this year in Jersey City and said the Herald Towers location is intended to bridge its digital offering with in-person engagement. The company plans to provide hands-on access to its trading tools and to host education programming at the site, aligning with a broader industry trend of fintech firms seeking physical touchpoints to deepen customer relationships.

JEMB Realty’s Herald Towers is a large rental apartment building that was formerly the McAlpin Hotel. Its ground-floor retail has continued to draw national tenants; the Old Navy lease signed last spring was a much larger presence in the building’s retail lineup. Moomoo’s smaller footprint reflects a different strategic use of street-level space focused on brand presence and customer experience rather than pure retail sales.

The transaction was handled by Zelnik & Co., with broker Corey Zelnik representing Moomoo. JLL’s Patrick Smith acted for JEMB Realty in the lease negotiations.

Industry observers say fintech and investment platforms have increasingly experimented with physical locations to offer educational events, customer service and demonstrations of trading technology, though most maintain their core services online. Moomoo’s move follows that pattern: the company has built a sizable online user base and is now adding an offline venue aimed at engagement rather than large-scale retail operations.

The Herald Square location offers high pedestrian traffic, proximity to transit hubs and visibility on a busy retail corridor, attributes that can amplify brand awareness for a company seeking to convert digital users into more active, engaged customers. Moomoo’s announcement did not disclose financial terms or the detailed programming schedule for the space, and the company said the store will open in the spring.

Moomoo’s planned storefront adds to a stream of activity at Herald Towers that highlights a mix of national retail tenants and experiential brand outposts. As urban retail continues to evolve, smaller, service- and experience-oriented spaces are becoming a common complement to flagship stores and larger-format retail in high-profile Manhattan locations.