New Name Announced for Outlets Williamsburg to Better Reflect New Diverse Retail Mix

September 30, 2022

WILLIAMSBURG, IA – An eastern Iowa shopping destination is changing its name.  Outlets Williamsburg has announced new additions to both their center and their name, effective this fall. The new center name is Outlets & 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 & 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 & more. They’ve also added new local flavors, like Bryant’s Chill & 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 & 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 mid-summer of 2022 and will provide much needed daycare space for up to 88 children. 

Cove Equipment, a farm and home implement dealer, is slated to join the tenant line-up by fall of 2022. 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 to explore the exciting changes coming to Outlets & Marketplace Williamsburg. 

About Outlets & Marketplace Williamsburg

Outlets & Marketplace Williamsburg is an over 250,000 square foot outdoor shopping destination located in Williamsburg, Iowa. The center is a popular shopping destination for tourists and locals alike featuring over 30 retailers including name brands like: American Eagle Outfitters, Coach, Columbia Factory Store, Eddie Bauer Outlet, Nike Clearance Store, Old Navy Outlet and many more. Plus, enjoy local retailers such as A&G Home, Fetch Pet Center, and Bryant’s Chill & Grill. For more information, visit

About TORG

The Outlet Resource Group (TORG) is a global alliance of experts focused on the acquisition, management, marketing and leasing of outlet shopping centers in the United States, Latin America and Europe. The team has collectively over 250 years of outlet experience across over 65 outlet centers. TORG offers unique in-house marketing and leasing services through a fully integrated, customer-focused, value-adding team structure. TORG works with owners and developers to strategically reposition underperforming assets, maximize the performance of existing centers, develop new outlet center destinations and provide professional guidance on retail expansion. TORG is the operating partner for Singerman Real Estate retail centers including OKC Outlets, Lincoln City Outlets, Outlets Nags Head, Outlets Park City, Outlets Ocean City and Outlets & Marketplace Williamsburg. For more information, visit

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