Rochester mall to make historic change

The Marketplace Mall located in the Henrietta area of Rochester, New York, will convert to an outlet center.



The mall will undergo capital improvements, remerchandising of the retail mix, and will be rebranded as Marketplace Outlets. This is a first-of-its-kind full conversion of an enclosed regional mall to an outlet center.



Commercial and real estate management company Wilmorite has selected The Outlet Resource Group (TORG), a global firm specializing in the outlet industry, to provide strategic guidance on the marketing and leasing of the center as it transitions to an outlet destination.



Aéropostale, New York & Company and The Limited all plan to convert their stores in Marketplace from full price to outlet formats.



“We are fully committed to making this an extremely smooth and successful process,” said Dennis Wilmot, senior VP of leasing and development for Wilmorite. “We are working hand-in-hand with our retail partners and TORG to explore opportunities to provide a dynamic mix of the most sought after brands to operate outlet stores in Marketplace Outlets.”