Opry Mills will next month become one of about 30 Mills properties around the country to have its Express store converted to that chain's new Factory Outlet concept. Officials say the factory outlet approach "supports the retailer's growth strategy of becoming more accessible to the twenty-something, fashion-conscious, yet price-sensitive customer."
Opry Mills will later this fall become home to the first outlet store in Tennessee from athletic apparel brand Puma. The store will sit across from Lucky Brand Outlet and market a range of footwear for men, women and children. It's the latest in a series of new tenant signings for Opry Mills owner Simon Property Group; early this year, clothing retailer H&M said it would open a store in the 1.2-million-square-foot mall.
Power Force, a young Birmingham-based maker of athletic shoes and clothing, plans to open its second store next month at Opry Mills. The company was launched in 2010 and plans to this year build a network of retail locations that will include New York and Chicago.
Savage eschews the notion of celebrity endorsements that are common among the much bigger players he considers his competitors, such as Nike and Adidas. Instead, he says he wants his brand to appeal to people he considers heroes, like soldiers, police officers, firefighters and moms and dads.
"I developed this line and brand so people would start believing in themselves rather than sports heroes," he said in an interview.
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Outlet and value retail mall Opry Mills says Toys “R” Us Express, Brookstone and Dell have set up temporary locations there. The “pop-up” location from Toys “R” Us Express is located across from the Food Court, while Brookstone — which sells electronics, kitchen and car gadgets and the like — is now open near the Levi’s Outlet Store. Dell officials, meanwhile, have set up a kiosk in the mall’s fashion wing adjacent to Brooks Brothers Factory Store.