Sawgrass Mills Is Going... Full-Priced?

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

Sawgrass Malls, which is already America's largest outlet mall, is set to expand yet again! The Miami Herald reports that Simon Properties, the company that owns Sawgrass, is adding another open-air expansion to the outlet mall, only this one will contain 25 full price retailers, four new sit-down restaurants, and a new 2,000 spot parking garage. (Hallelujah)!

This new section of the mall, labeled Town Center, should be opening in Fall 2018 near Brandsmart and construction should begin in 2017. Marshal Cohen chief retail analyst for NPD, a consumer market research firm, tells the Herald that he thinks there will be a stark difference between full priced stores and the outlet stores, mostly through the use of coupons and sales at the full priced locations.

As The Real Deal points out, "Town Center is the third open-air expansion for the mall to be announced in recent years. However, it is the first to host full-priced retail stores in Sawgrass." Currently the Colonnade Outlets at Sawgrass is undergoing its third renovations since it was first built, which will bring 30 additional stores and restaurants to the mall by 2016. Century 21 is building its first department store in Florida and in the southeast region next year.

So is it still safe to call Sawgrass Mills an outlet mall, or do we have a massive identity crisis on our hands? Let's talk about it below.