New name for Outlets Williamsburg reflects diverse retail mix

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 continues to host a variety of traditional outlet retail while opening new concepts like local restaurants and services. This new model is aimed at catering to both shoppers and interstate travelers throughout eastern Iowa, as well as the immediate community residents.

The property, formerly a Tanger Outlet, opened in 1991 and was Iowa’s first outlet mall. With its proximity to I-80, this shopping center has remained an eastern Iowa destination for over 30 years. In 2019, the property was acquired by Singermann Real Estate and is partnered in operation with The Outlet Resource Group (TORG).

“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,” said TORG Principal, David Hinkle.

Since their acquisition, the regional shopping center has worked with local entrepreneurs to help create the next generation of retail stores. 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 is also expanding into unique service-based businesses as they embrace the ever-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 farm and home implement dealer, joined the tenant lineup 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 takes place immediately. Shoppers are encouraged to visit ShopOMW.com to explore the exciting changes coming to Outlets and Marketplace Williamsburg.