Ulta makes its debut with Tanger Outlets

Outlet networks that traditionally rely on tourist sales for volume are now mixing in tenants to secure more steady local business. Here's the latest:

On Oct. 6, Tanger Outlets opened a 10,000-sq.-ft Ulta Beauty store at its center in Rehobeth Beach, Del., the first Ulta location to appear in any of the 37 outlet centers nationwide.

The line that formed outside its doors during the soft launch on Sept. 30 is a testament to the loyalty of Ulta's customer base and shows how mainline brands drive foot traffic.

The addition of Ulta is part of Tanger’s multi-year strategy to transform its centers and enhance the shopping experience. Last month, the outlet center operator introduced new home décor, furniture, outdoor recreation, swimwear and shapewear brands, which included Serena & Lily (Hilton Head, S.C.); Regatta Great Outdoors (Deer Park, N.Y.); St. John, Crate & Barrel, and Wolford (Riverhead, N.Y.); Salt Life (Foley, Ala., Hilton Head, S.C., and Rehoboth Beach, Del.); and a Summersalt pop-up shop (Myrtle Beach, S.C.).

“Beauty and personal care is one of the fastest growing and in-demand consumer categories," said Justin Stein, executive VP of leasing at Tanger. "The debut of Ulta Beauty will be accretive to the center and serve as a high potential growth brand across Tanger’s portfolio.”