Tanger Outlets mall will need to be memorable to succeed in Antioch, experts say

Sandy Mazza | The Tennessean

Show Caption Hide Caption Tanger Outlet mall strikes deal for first Nashville location The popular discount outlet mall could open by 2020, if the deal is finalized

The Nashville area will be home to three outlet malls if Tanger Outlets follows through with initial plans to open a new location in Antioch.

In the age of online shopping, can the city support so many new brick-and-mortar shops?

Opry Mills mall and Lebanon Outlet Marketplace have dozens of discount retailers, including many shared brands with Tanger Outlets.

Shoppers also can choose from The Mall at Green Hills, CoolSprings Galleria and several large retail centers, including Nashville West, Hill Center Brentwood and the soon-to-come East Nashville Hill Center.

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Still, experts believe there may be room in the market for more options.

"Outlet stores remain, by nature, quite profitable and are continuing to see a high profit," said Steve Barr, consumer markets leader at PricewaterhouseCoopers. "Even alongside a strong economy, consumers are price-conscious and many enjoy the thrill of a great discount."

Shopping as an experience

In Antioch, The Global Mall at The Crossings struggled in recent years with mass closures and neglect. But the rapid population growth there and investment have quickly turned the tide for the hulking center.

The interior shops remain mostly empty, but Bridgestone Americas offices, a Metro community center, the Nashville Predators' Ford Ice Center and Nashville State Community College have filled in most of the outer buildings.

The indoor mall concept of the 1970s and 1980s has largely fallen out of favor. But outdoor shopping centers that offer a variety of activities and entertainment are on the rise.

Across the street from The Global Mall, the Shoppes at Hickory Hollow retail strip is enjoying a complete makeover to cater to new residents.

Antioch's population grew nearly 20 percent from 2000 to 2016, according to U.S. Census data. The boom is bringing mostly young families looking for affordable homes near the city — a demographic prized by investors.

Young generations want a unique shopping experience, said Ken Goldstein, an economist at The Conference Board business research firm.

"It's as much about showmanship as it is about retailing talent. It's got to have both," Goldstein said. "It's got to be about the showmanship in order to create an experience for the customer. You don't just go to the store; you go out to eat and maybe meet up with some neighbors and go to a movie or bowling."

E-commerce brands filling in vacant stores

While many long-standing brands are closing locations — including Sears, Brookstone, Macy's and Gap — new e-commerce brands are filling in those vacancies.

Online retailers are increasingly opening up stores to reach more consumers, said Ana Serafin Smith, a National Retail Federation spokeswoman.

"We're seeing brands that started as e-commerce, like Warby Parker, explode in recent years. They now have 250 stores nationwide, and that's just one of many," Smith said. "We're going to see an increase in more brick-and-mortar stores."

Tanger Outlets is pursuing a location in the 300-acre Century Farms development expected to open in 2020, after roadwork improvements are made to increase access to the site off the Hickory Hollow Parkway exit of Interstate 24.

ANTIOCH GROWTH: Antioch's boom continues after Ikea loss

Ikea canceled plans in May to open its first Nashville location there. Instead, the Swedish furniture retailer is switching gears to open smaller stores closer to urban centers with improved online shopping service.

The key to the mall's success will be its ability to create a memorable experience that works in tandem with e-commerce brands, industry experts said.

"You want people to wander around for an hour or two or three, and stop and pick something up," Goldstein said. "If you can't create an experience, then none of the other stuff matters and you're dead in the water."

Reach Sandy Mazza at smazza@tennessean.com or 615-726-5962 and on Twitter @SandyMazza.