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Premium outlet mall adds new stores
New outlet stores 1
The Vans store is located between LOFT Outlet and The Children’s Place at North Georgia Premium Outlets. - photo by Julia Fechter

Multiple national brands have recently added new store locations at Dawson County’s North Georgia Premium Outlets. 

Athletic apparel retailer Vans opened a store at the outlet mall in June, and sportswear retailer Lids opened at the shopping complex in March. 

Housewares store Zwilling J.A. Henckels will also premiere its own location at the outlet mall in the coming months. 

This story continues below. 

Vans sells women’s, men’s and kid’s performance footwear, activewear and accessories, according to a press release about the new stores. Its store is located between LOFT Outlet and The Children’s Place.

Lids offers a vast assortment of licensed and branded headwear for NCAA, NFL, MLB, NBA and NHL teams alongside other specialty fashion categories, according to the press release. The Lids store is located next to the food pavilion and Reebok Outlet.

New outlet stores 2
Lids is located next to the food pavilion and Reebok Outlet. - photo by Julia Fechter

The Zwilling J.A. Henckels store is currently under construction and is expected to open this fall. Its location will be between the food pavilion and Lids. Zwilling, a German-based brand, makes and sells kitchen knives, scissors, cookware and flatware.

“Athletic footwear and homewares are two categories that have always been really strong [here]…so adding Vans and Lids to that mix definitely made sense for us,” said Area General Manager Randall Jackson. 


Before its decision to locate in Dawson County, Zwilling had already been sold for years at the premium outlet’s Williams-Sonoma store, Jackson added, so he and his colleagues know the brand is already popular in the market. 


Jackson explained that with 140-plus brands and the outlet’s proximity to southeastern retail mecca Atlanta, national brands have long found North Georgia to be an appealing market. 

He added that the outlet’s premium designation and proximity to Atlanta while also being outside of the state capitol helps draw retailers and people to the Dawson County location. 

While national news reports have recently come out detailing big-box retailers’ concerns about a looming recession, Jackson upheld his company’s approach during such a time, pointing out that the premium outlets offer discounts of up to 65 percent.


“When people are looking for a better price point, they’re looking to that,” he said. 


Jackson elaborated that other nationally-recognized brands are expected to announce new locations at North Georgia Premium Outlets before the end of the quarter. 


Simon Property Group owns over 200 mall locations throughout the United States and internationally in Asia and Europe, including six shopping centers in Georgia.