JCPenney anchoring East Towne Mall in Madison, Wisconsin, at US-151 and I-90/94 on the east side of the state capital, gives the 801,000 square foot regional mall a comparison-shopping anchor for the east Madison, Sun Prairie, Cottage Grove, and Dane County east side household. Flix Brewhouse, the Austin-founded first-run cinema and craft brewery hybrid whose Madison location gives the Dane County consumer a combined cinema-and-craft-beer experience, serves the entertainment and dining floor.
Portillo’s, the Chicago-founded hot dog and Italian beef sandwich chain whose Midwest following the Madison transplant and student population sustains, serves the quick-service dining occasion. Culver’s, the Prairie du Sac, Wisconsin-founded fast food chain whose butterburgers and cheese curds give it a specifically Wisconsin-founded quick-service identity, serves the Wisconsin-identity fast food category. Korill Hut Korean BBQ and Hot Pot, Kato’s Cajun, Los 4 Fogones, and Niji Asian Cuisine give the property a multicultural dining floor reflecting the east Madison household’s growing Hispanic, Asian, and African-American residential community. Dick’s Sporting Goods, Champs Sports, Foot Locker, Finish Line, and Zumiez cover the sporting goods and athletic footwear floor.
H&M, Buckle, Maurices, Hot Topic, Journeys, and Windsor cover the accessible fashion floor. Planet Fitness serves the health and fitness category. Kay Jewelers and Rogers and Hollands serve the jewelry and gifting floor. Guerrero’s Boots Western Wear gives the property a Western wear and Latino cultural fashion identity. T-Mobile serves the telecom category. The property’s commercial role in Madison is the east side regional mall at the US-151 corridor: a JCPenney-anchored format whose Flix Brewhouse cinema-and-craft-beer identity, Portillo’s Chicago food presence, and multicultural dining floor serve the Dane County east side household as Madison’s neighborhood retail destination.
Sit-down dining at the property includes Buffalo Wild Wings. Quick options include Sarku Japan and Subway.
Yes. Planet Fitness operates at the property.
Records updated 22 July 2026.
