Seven YouTube videos — one posted as recently as Dec. 2022 — currently characterize Coventry Mall as “dead.” But Paul Schwedelson’s Philadelphia Business Journal story may show that prognosis as premature.

Coventry Mall, a bit unsteady for a while, was hampered mightily by COVID-19 shutdowns.

But rather than raze and sell the Pottstown center, owner Pennmark Management Co. devised something bold.

The commercial real estate experts rebranded Coventry Mall as The Shoppes at Coventry. And they rearchitected the storefronts outward, making them on-trend as a strollable retail site with open-air appeal.

The flip has caught on.

The retail space is now 97 percent occupied (up from pandemic occupancy of 60 percent), according to Justin Bartholomew of Pennmark.

The layout was only one change; another was deleting the label mall from its description.

“The word … is the kiss of death,” Bartholomew said, referring to his experience of its mere mention being a deal killer to potential lessees seeking locations reflecting more vibrancy.

A new, onsite bar and grill has become a big draw.

“[Its] parking lot is intense,” Bartholomew said. “Every spot on that side of the property is filled. These are spots I haven’t seen filled in years.”

More on the new Shoppes at Coventry is at the Philadelphia Business Journal.

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This Sept. 2022 YouTube video shows the mall’s darker days, which are brightening.