Retail expansion often looks fast from the outside. In reality, it’s slow, local, and full of tradeoffs.

In this episode of Behind the Lease, we sit down with Jennifer Price, one of Washington, DC’s most experienced high-street retail brokers, to talk about what actually drives success on streets like Georgetown and 14th Street.

Jennifer shares how she broke into retail real estate, why DC rewards consistency over flash, and what brands misunderstand about urban storefronts—especially when inventory is tight and rents keep climbing.

We cover:

• Why DC shoppers gravitate toward quality, not trends
• How multi-level, narrow storefronts change deal math
• What rising rents mean for brands entering market today
• The real differences between high streets and shopping centers
• Why relationships still matter—but only when paired with context

Jennifer also walks through current projects in Georgetown, including large-format redevelopments that are rare for the market, and explains how brands are adapting as demand continues to outpace supply.

This is a practical conversation about how retail actually works on the ground—where constraints are real, and good decisions compound over time.

Jennifer Price — Areas of Expertise

• High-street retail in Washington, DC
• Tenant representation for national and emerging brands
• Urban storefront strategy (multi-level & historic buildings)
• Market positioning for conservative, quality-led brands
• Navigating supply-constrained, high-rent environments
• Redevelopment and repositioning of complex retail assets

Brands Mentioned in the Episode

Lululemon, Veronica Beard, Vuori, Alo, J.Crew, Aritzia, Uniqlo