Orange, Calif. -- Indianapolis-based Simon Property Group said that its Block at Orange shopping center will officially be rebranded as The Outlets at Orange.
The new name will signify its distinction as the only outlet and value retail destination in Orange County, Calif. Among the new retail names at the center will be Nordstrom Rack and Esprit.
“The Outlets at Orange will deliver a great mix of outlet retailers, as well as dining and entertainment choices, which aligns it better with The Mills’ overall unique brand of shopping,” said Gregg Goodman, president of the Mills, a division of Simon. “With the growing number of outlet brands already open and coming soon to this property, the new name better reflects our vision, which will offer long-term value to the tourism economy and the local market.”
Anticipated branding changes include new exterior signage, website, brochures and other promotional materials.
The Outlets at Orange, originally built in 1998, features 800,000 sq. ft. of retail space with nearly 100 outlet and value retail stores, restaurants and family entertainment venues. As part of the transformation, designer name brand outlet stores such as Calvin Klein, DKNY Company Store, Tommy Hilfiger Co. Store, Perry Ellis and Original Penguin have recently opened.
In addition, Esprit will open this fall, while Nordstrom has announced plans to open a 35,000-sq.-ft. Nordstrom Rack at The Outlets at Orange during spring 2012. More stores will be announced at a later date.