UPDATE: The centre is now open, and some new retailers have been announced/opened since our earlier article. Photos: Edmonton’s 1st Outlet Mall Opens to Massive Crowds [Photos]
Ivanhoé Cambridge and Simon Property Group have announced 70 tenants that will be opening at its Premium Outlet Collection Edmonton International Airport, which opens in May 2 of this year. As well, on March 24 and 25, the centre is hosting a job fair with over 40 retailers seeking to fill more than 1,000 positions.
The project had high hopes of being successful when it was first announced in December of 2013. Since then, the landlord has announced that the outlet mall will be larger than first anticipated, spanning about 428,000 square feet over one level, housing about 100 retailers. Being that the centre is in Edmonton, it will be enclosed — something that is generally rare for outlet centres in North America. The partners have reportedly invested about $215 million into building the centre.
More than 1,200 new jobs have been created with the project — that includes more than 1,000 retail jobs, as well as about 200 construction- related jobs. On March 24 and 25, more than 40 retailers will be hosting a job fair at the Renaissance Edmonton Airport Hotel, Cartier Ballroom, between 11:00 am and 4:00 pm.
A unique feature to the centre is an ‘experiential market’ called SHARE, which “will bring together local producers, artisans and a local specialty coffee shop fostering a sense of the Edmonton community at the heart of the outlet experience”, according to the landlords. Other features listed include home delivery of purchases and even cell phone charging stations.
What’s interesting, as well, is that Simon Property Group originally had its own plans to open a competing outlet mall near West Edmonton Mall, and those plans were scrapped prior to a January 2016 announcement that Simon was partnering with Ivanhoé Cambridge to build the airport outlet project. The west Edmonton outlet would have been called ‘Edmonton Premium Outlets’ and would have been on the northeast corner of Anthony Henday Drive and Stony Plain Road.
“We’re extremely proud to be bringing this new guest-focused shopping experience to Edmonton and surrounding areas, providing an enhanced value proposition to both shoppers and the Alberta Capital Region,” said Jason Bos, General Manager of Premium Outlet Collection EIA, Ivanhoé Cambridge. “This unique centre is expected to be a sought-after shopping destination, drawing value-seeking, fashion-conscious shoppers, travellers in transit and tourists visiting the province.”
The Premium Outlet Collection Edmonton International Airport has announced 70 retailers that will be opening in the centre, which includes a mix of anchors and smaller retail spaces. Here’s the list provided, followed by our opinions based on what’s already in the market.
Anchors:
- DSW – Designer Shoe Warehouse
- Forever 21
- H&M
- Nike Factory Store
- Old Navy Outlet
- Marshalls (summer Opening)
Discussion: This is a decent roster of anchor retailers — though somewhat unremarkable considering that most of them already have stores in the Edmonton market. DSW, Forever 21, H&M and Marshalls all have multiple locations in the area, and Nike and Old Navy also have stores — though not necessarily with as much outlet product as what will be found in the new Premium Outlet Collection Edmonton International Airport.
The following is a list of the remaining 68 retailers confirmed for the centre:
- La Vie En Rose
- Lacoste (summer opening)
- Laura Outlet
- Levi’s® Outlet Store
- Lids Outlet
- Lindt Outlet
- Lolë Outlet
- Lucky Brand Jeans Outlet
- Mia Pasta (summer opening)
- Michael Hill
- Mobile Snap
- Mountain Warehouse
- Naturalizer Outlet
- New York Fries
- Peoples
- Perfumes 4 U
- Rocky Mountain Chocolate Factory (summer Opening)
- RW & Co.
- Samsonite Outlet
- Shanghai 360
- Simply Health
- Skechers
- Soft-Moc Shoe Rack
- Starbucks
- Street
- Suzy Shier Outlet
- Thai Express
- The Body Shop
- Thinkkitchen
- Under Armour
- Urban Kids
- West 49
- Wetzel’s Pretzels (summer opening)
- Wirelesswave
- A&W
- Adidas (summer opening)
- Adore (summer opening)
- Aldo Outlet
- American Eagle Outfitters
- Banana Republic Factory Store
- BarBurrito
- Barcelos Flame Grilled Chicken
- Bench Outlet
- Bentley
- Bento Sushi
- Bluenotes
- Boathouse
- Call it Spring Outlet
- Carat Jewellers Outlet
- Carter’s Osh Kosh babies and kids
- ChaChi’s
- Chatters Salon and Beauty Supply
- Cellicon
- Columbia Factory Store
- Crepe Delicious
- Davids Tea
- Designer Depot
- Ecco
- Edo Japan
- Famous Footwear Outlet
- Freshly Squeezed
- Gap Factory Store
- Gateway Newstands
- GNC
- Guess? Outlet
- International Clothiers Factory Outlet Store
- Jugo Juice
- KFC
Again, a terrific group of retailers will open at the Premium Outlet Collection Edmonton International Airport, though many of the retailers listed already have stores in the Edmonton area. Retailers at the outlet might therefore be best served to market their outlet locations as having the ‘best’ assortment of discounts at the lowest prices, and exclusives might also be a useful way to drive much-needed traffic. It will remain to be seen how much of a draw the new centre will be to those living in Edmonton and surrounding communities, as well as to see if airport travellers will utilize the centre as part of their journey.
When we first reported on the outlet mall proposed for the Edmonton International Airport, we had expected Saks OFF 5TH and/or Nordstrom Rack to anchor the centre. We now know that’s not the case — nearby South Edmonton Common, which is considered to be the largest power centre in Canada, houses Saks OFF 5TH and in the fall, Nordstrom Rack will also open in the centre.
West Edmonton Mall, as well, features a wide range of retailers at various price points. On a recent visit, we discovered that the mall has leased space to some unique retailers, including a cannabis retailer that will occupy more than 10,000 square feet of space, and a Bitcoin retail space that will be unlike anything in Canada to date. West Edmonton Mall boasts more than 800 retailers and it’s working aggressively to create an even more compelling mix, in order to maintain market dominance.
We’ll report again on Premium Outlet Collection Edmonton International Airport around the time when it opens in May, as well as when we learn of more tenants — we’re told that up until recently, there were still vacancies that needed to be filled.
I was eagerly awaiting the list of stores to be announced, but I find the list very disappointing. It was mentioned that the Premium Outlet Mall would have new to Edmonton and Alberta stores. I see a couple stores that are new, but nothing to get me to travel all the way to the airport.
I actually yawned when I read over the list of stores. I don’t think even someone from Leduc will bother. Edmonton has almost all of those stores! #Fail
Wow … how come Edmonton is always inundated with crappy fast fashion stores that already have 10+ locations in the city? No wonder boutiques fail in a city that so heavily promotes bland retail like this. The name it’s self is deceiving too. What’s so special/premium about another H&M or stores of lesser quality? This is like South common but with less selection and poor location. So disappointing.
Such crappy stores. We didn’t need an outlet mall cause we already have all these stores at South Common.
This is setting up the mall for failure!!!!!!
How the heck can you call a mall premium when not a single premium brand other than Lacoste is on that list. The overall luxury market really lacks in Edmonton.
It’s total marketing BS that the prices at a premium outlet will be lower than the other stores in the area, paying the same or lower rents. Tom foolery to be sure!
So pretty much all crap that’s in South common. Thought it was " premium " outlet . This is why Calgary has better shopping. Burberry store, Canada goose store , Nordstroms to name a few and we are stuck with the same junk cheap stores
At least one of the three stores you’ve listed will be opening a store in Edmonton. Can’t reveal which one yet, unfortunately.
No Michael Kors, Coach, Fossil……..very disappointed so far. Not on par with the Outlet Malls in the States by any means.
NO Bass Pro sucks
I was very excited to hear a new shopping experience was coming to town, however, after reading the list I was so disappointed. We already have most of these stores which I don’t shop at anyway. Not worth my time to even go check it out.
Disappointing…… no Coach outlet,no Tommy Bahama outlet, no Fossil outlet…
I’ll continue my drive to CrossIron Mills
Such a disappointment!!! There is only 1 premium store, Lacoste. Probably NOT a big enough draw for most shoppers! No Hugo Boss outlet, Coach outlet! Do not plan to waste my time or gas to check it out. There are the same stores at South Common! WEM has the premium stores and during the year these stores have sales that can provide an opportunity to purchase quality items. Epic fail on the retail scene for Edmonton…yet again.
To have PREMIUM in the name of this mall is almost like false advertising. There is nothing PREMIUM about it, it’s just another mall.
A PREMIUM outlet in the states has Puma, Tommy Hilfiger, Fossil, Coach, Michael Kors, Kate Spade, Fossil, Burberry, Disney, etc, etc. Even Crossiron Mills has some of these stores. Totally disappointed and will save my gas money for shopping trips to the States, where the REAL premium outlet are, or just pass by and go to Crossiron.
Where are the other stores that people wants to go to? Like Michael kors, coach, Kate spade etc.
🙁 no coach, no true religion. I thought it would have the same stores as other outlets malls.
Soooooo disappointed in retail offerings. Was very excited to see this new mega mall. Coming from St. Albert area.. not going to waste my gas.
Did I mention soooo disappointed!!
I can see the developer’s point to build this new outlet mall close to the airport. I guess, either expectations were set up too high or the airport management desperately needed to lease its land to anyone for long term.
Advantages:
1. Proximity to the airport (free shuttle provided) and local communities. Just few meters off QE2 hw.
2. Quite, enjoyable and relaxed shopping, relatively child friendly and crime/thief/threat free area compare to WEM or any other shopping center in Edmonton.
3. Most of the basic stores under one roof, food court and coffee shop, fresh and relatively clean air outside.
4. Lots of perks for travellers. One of the ways to waste layover time between flights.
5. Lots of outside parking.
Disadvantages:
1. For airport passengers there is a need of travel between airport terminal and the mall. Even there is free shuttle, but waiting for half an hour outside no matter whether it’s dusty, windy, hot or freezing at no specially designed bus stop, just a narrow open curb with lots of croud around… This can ruin any good experience. So, be ready to add an hour or a half for round trip.
2. Almost all retailers are generic. I don’t see any need for myself leaving airport (no matter how long is my layover), unless I desperately need to buy clothes or would like to buy some luxury brand of outfit. Even if I were a local resident, I would probably shop here ones in a while just to save few dollars on gas. But again, the retailers’ list is not that impressive compare to other malls in Edmonton. And the word "premium" contradicts with what the mall is. You can’t mislead the public!
General point is there are much better ways to provide shopping experience for travellers, especially outside of Canada. Noone goes outside of the airport for shopping nowadays. There is potential, there must be major attractions (better free of charge or at a very distinguished cost) in order for me to make an afford and visit this avarage and remote mall.