New name for Outlets Williamsburg reflects diverse retail mix

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WILLIAMSBURG — Outlets Williamsburg has announced new additions to both their center and their name, effective this fall. The new center name is Outlet and Marketplace Williamsburg (OMW) to reflect the center’s transition to a hybrid retail concept. The center will continue to host traditional outlet retail, while also opening new concepts such as local restaurants and services. This new model is designed to cater to both shoppers as well interstate travelers in eastern Iowa.

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The property, formerly a Tanger Outlet, opened in 1991 and was Iowa’s first outlet mall. This shopping center is close to I-80 and has been a popular destination in eastern Iowa for more than 30 years. Singermann Real Estate acquired the property in 2019, and is now partnered in operation by The Outlet Resource Group.

“Outlets and Marketplace Williamsburg recognizes the need to diversify its merchandise mix to better serve our changing consumer needs. We have been working on expanding our tenant categories since we acquired the center and now is the right time to rebrand and more effectively communicate who we are,”David Hinkle, TORG Principal

The regional shopping center has been working with local entrepreneurs since the acquisition to help build the next generation of retail shops. In the past two years, OMW has added over 10 locally-owned boutiques including women’s fashion, gifts, home décor, antiques and more. They’ve also added new local flavors, like Bryant’s Chill and Grill, and more recently, Pino’s Sicilian Pizzeria. These latest tenants compliment the center’s major national outlet retailers like Nike Clearance Store, Under Armour Factory House, Columbia Factory Store, and Coach Outlet.

Outlets and Marketplace Williamsburg are expanding into unique service-based businesses to meet the changing landscape of brick and mortar retail. Williamsburg Community Child Care Center (better known as W4C’s) opened in the center midsummer of 2022 and will provide much needed day care space for up to 88 children.

Cove Equipment, a home-improvement and farm dealer, joined the tenant roster this fall. The addition of Cove Equipment and W4C’s mirrors a move shopping centers across the country are making as they re-imagine their properties to include more amenities and fill a variety of needs.

“We are listening to the modern consumer and focused on expanding our offerings to more than just traditional outlet retail,” said General Manager, Kristie Wetjen. “While we will continue to have our shopper’s favorite name-brands, we are focused on adding more small businesses, food and beverage tenants, and service-based industry at the center to better serve our immediate community.”

The name change will take place immediately. Shoppers are encouraged visit for more information about the exciting changes coming in Outlets and Marketplace Williamsburg.

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