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Kaplan Companies Marks its 70th Year, Venturing In a New Direction in North Brunswick

Marking its 70th anniversary and the construction of more than 30,000 homes over the decades, Kaplan Companies is pivoting into a new, exciting area: opening a next-generation, age-restricted luxury rental community for residents 55 years of age and older.

Company leaders joined with North Brunswick officials on April 26 to cut the ceremonial ribbon on Amaranth at North Brunswick, featuring 222 rental units with all the latest amenities and expectations of high-end living. As part of the celebration, a $1,000 donation was presented to the North Brunswick Historical Society.

“The look and feel of the community is modern, so it has a new vibrant feel with lots of energy,” said Jason Kaplan, president of Kaplan Companies, based in Highland Park. “Amaranth North Brunswick doesn’t feel like the traditional active-adult community that has become traditional, cookie-cutter construction in central New Jersey. Amaranth at North Brunswick is specifically designed with a `Wow’ factor, shattering all pre-conceived notions of active adult living. We’ve proudly escalated the market to a whole new level.”

Amaranth at North Brunswick, at 2775 Route 130, is named after a blooming flower, representing the next stage in life. The community has all the features of a modern luxury hotel, a reward for older residents who have worked hard and are now ready to enjoy golden years with low-maintainence living.

Mayor Francis “Mac” Womack joined in the April 26 ribbon-cutting event, saying Kaplan Companies has a strong, ongoing relationship with the township since construction of its Hidden Lake community on Lincoln Place in 1978.

“Kaplan has a tradition of excellence in North Brunswick, creating non-traditional, lifestyle housing” the mayor said. “The company raises the level of the housing stock for the entire township with its class. We are very proud to have Kaplan in our town.”

Unlike anything else in the local market, Amaranth at North Brunswick fills the need for opulent active-adult living near all the conveniences of the vibrant New Brunswick area. As all of the one- and two-bedroom units are rentals, residents don’t deal with maintainence or a long-term commitment. But they benefit from an expansive clubhouse, outdoor spaces in every unit, a heated pool, indoor and outdoor lounges, fire pits, a community garden and all the other amenities of easy lifestyle living.

Kaplan noted the company is now exploring other age-restricted luxury housing in central New Jersey, such as a second Amaranth development that is being created in East Windsor.

At Amaranth at North Brunswick, apartments range from 823 to 1,397 square feet, with quartz countertops in kitchen, high-quality flooring and balconies or patios. The clubhouse includes a resident lounge, demonstration kitchen, a card room, a doggie day spa, a yoga room with interactive mirrors and a package room.

Kaplan noted another special feature is a courtyard with the heated pool and sundeck, bocce ball, shuffleboard, a putting green and a “Bark Park.”

Residents began moving to the community in December; the first section is already fully leased. The company is welcoming residents to “Building B,” with move-in dates scheduled for the end of May.

“When my grandfather broke ground on his first home in 1952, I don’t think he would ever imagined that 70 years later his dream is continuing to thrive with a fourth generation embracing that same vision,” Kaplan said. “I am honored to be leading way with this new community in North Brunswick and taking our family-owned company in new directions and markets. Kaplan is continuing the deep family tradition of ensuring a happy customer.”

As part of the grand opening celebration, Kaplan is currently offering two months of free rent on select two-bedroom units as part of new 14-month lease agreements, subject to change. The leasing team is available at 732-253-8543 weekdays from 9-5 p.m., Saturdays from 10 a.m.-5 p.m. and Sundays from 11 a.m.-4 p.m.

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