Big changes ahead for a major shopping mall in the Rochester area. Wilmorite, the owner of several local malls, announced Wednesday that The Marketplace Mall in Henrietta will convert to an outlet center.
The mall will undergo capital improvements, re-merchandising of the retail mix, and be rebranded as Marketplace Outlets.
Wilmorite officials say this is a first-of-its-kind full conversion of an enclosed regional mall to an outlet center.
Officials say the move is designed to take advantage of shifting market dynamics and consumer demand.
Wilmorite says that retailer confidence in the conversion is reinforced by Aéropostale’s and New York & Company’s recent conversions of their stores in Marketplace from full price to outlet formats. The Limited will also complete theirs by June 20.
Wilmorite is working with The Outlet Resource Group (TORG) which is a global alliance of experts in the outlet industry to provide guidance on the transition.
The mall will be open during the transformation. Renovations are expected to be completed by fall 2017.
