Outlets Williamsburg changes name, reflecting hybrid retail concept

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Outlets Williamsburg has changed its name to Outlets & Marketplace Williamsburg.

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Outlets Williamsburg has changed its title to Outlets & Marketplace Williamsburg. CREDIT OMW

Outlets Williamsburg has changed its name to Outlets & Marketplace Williamsburg under a new model designed to cater to shoppers, interstate visitors and community residents.

The name has changed effective immediatelyThis follows a shift in strategy as well as the addition of many new tenants over the past few years. According to a release, OMW has added more than 10 locally-owned boutiques (including women’s fashion, gifts, home decor and antiques) and several eateries like Bryant’s Chill & Grill and Pino’s Sicilian Pizzeria.

“Outlets & Marketplace Williamsburg recognizes the need to diversify its merchandise mix to better serve our changing consumer needs,”David Hinkle, Principal of The Outlook Resource Group (TORG), released a statement. “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.”

In July, OMW announced a new location for Williamsburg Child Care Center (W4C’s) North, a 9,000-square-foot center that has daycare space for up to 88 children. This is yet another example of a local service-based business, similar to Cove Equipment, which is a home implement and farm dealer.

“We are listening to the modern consumer and focused on expanding our offerings to more than just the traditional outlet retail,” said OMW 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.”

OMW customers have the option to visit national retailers like the Nike Clearance Store and Under Armour Factory House.

Outlets Williamsburg was originally opened in 1991 under the name Tanger Outlet. Singermann Real Estate purchased it in 2019. TORG is the shopping center partner.

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