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Mall of America Going Upscale

BLOOOMINGTON, MN-Crystal watches and pricey perfumes are replacing key chains and T-shirts. The upscale stores rack up more sales than the novelty shops and, in most cases, the mall's owners benefit by sharing a percentage of sales over a base lease rate

By Jim McCartney | Updated on December 11, 2000

BLOOOMINGTON, MN-Given a recent influx of tenants such as J. Crew, Aveda beauty products, Coach and Hugo Boss, the Mall of America has taken a decided turn toward the chic and awayfrom its family entertainment-oriented roots. In the last two years, the mall has added a couple dozen stores that the mall’s management categorizes as upscale. In fact, the megamall has put a spotlight on these stores in its current marketing campaign.

Essentially, the megamall has undergone a gradual shift from T-shirt shops and dollar stores to pricey boutiques with internationally known labels such as Aromatique and Swarovski. Meanwhile, established tenants such as Ann Taylor and Banana Republic have expanded their presence. Next month, the Gap plans to open a two-level, 22,000-sf flagship store at the mall, which is managed and majority-owned by Indianapolis-based Simon Property Group.

The reason for the trend is simple: the upscale stores are racking up bigger sales than the novelty shops and discounters, and in most cases, the mall’s owners benefit by sharing a percentage of sales over a base lease rate, says Maureen Cahill, a spokeswoman for the mall. Another benefit of upscale retailers is the prestige they bring, she says. Finally, retailers attract upscale shoppers who are more likely to spend more at the mall than the average shopper.

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