Retailers and other businesses can have a presence at the soon-to-open Outlets of Little Rock without the expense of outfitting one of the 70-plus storefronts at the open-air shopping center.
The mall and its developer, New England Development of Boston, are leasing pushcarts — known in the industry as retail merchandise units, or RMUs — to smaller retailers and entrepreneurs wishing to test the waters before making the financial commitment of opening a full-blown store.
A couple of businesses that have signed on for the 3-by-6-foot carts — locally owned and operated apparel providers Rock City Outfitters and Faithful Chics Boutique — have conducted most of their business online until now.
“We’ve had a lot of people wanting us to open up a retail location, so here we go,” Rock City owner Ryan Ritchie said Friday. Rock City, established in 2008, will carry its Arkansasinspired long- and shortsleeved T-shirts, hoodies, children’s clothing and the like on its cart.
“This is a good way for us to get somewhere where we don’t have to just dive in and open a large store and hire a bunch of staff,” Ritchie said. The company’s 2014 sales were in the six figures, and its presence at the outlet mall is expected to help double its revenue, he said.
Rock City is committed to renting a cart through the Christmas shopping season, but leases can be for a weekend, a month, seasonally or by the year. Prices start at $1,000 a month, said Crystal Perkins of Faithful Chics Boutique of Bryant.
She started her Christianinspired apparel and bag business in May 2014 after having fallen on some tough times that eventually led to her losing her home. If all goes well for her with her month-to-month lease on a cart at the outlet mall, she aims to open a store there.
“Just the amount of people and the attention that will be drawn to the center is a good opportunity for me as a business owner,” Perkins said.
The carts, 10 in all, have fans and heaters and are able to lock when closed, much like a gate is pulled down and locked on a mall storefront, said Teresa Richards, general manager of Outlets of Little Rock. They’re different than kiosks in that they have wheels and can move, but they’ll be left at night under the covered corridors where they’re docked, she said.
The carts are expected to be delivered Oct. 12, just days ahead of the Outlet of Little Rock’s Oct. 16 grand opening.
Based on the recent openings of New England Development projects Palm Beach Outlets in Florida and Asheville Outlets in North Carolina, it’s estimated Outlets of Little Rock could have as many as 150,000 visitors its opening weekend in west Little Rock. The 325,000-square-foot shopping center is at the intersection of Interstates 430 and 30, adjacent to Bass Pro Shops.
Research by New England shows some 3 million shoppers are expected to traverse the center annually.
“RMUs bring a lot to a center in terms of aesthetics, diversity of products and products that can have more of a local flair,” said Melissa Boyle, marketing director for New England. “How a retailer works with the RMU as it relates to the products and the surrounding architecture of the center has a lot to do with how it will affect a shoppers overall experience.”
Timing and use of the carts is as important to the outlet mall as it is to the retailers pushing their wares.
“RMUs have the ability to make a center space festive during the holiday season and some can be entertaining. Others can be educational,” Boyle added.
Art, food and services are also potential candidates for pushcart use, according to a pitch to would-be lessees. Those who sign on would also be able to take advantage of the Outlets of Little Rock’s online and advertising offerings.
Official announcements about stores in the center have been trickling out to the public throughout the week. Some of the stores with signed agreements are opening their first Arkansas locations: Cole Haan, Girlie Girl Originals, SkechersVF Outlet, Under Armour, Brooks Brothers Factory Store, G.H. Bass & Co., ASICS and Levi Outlet Store.
Other commitments have come from J. Crew | crewcuts Factory, TCBY, Loft Outlet, Rack Room Shoes, Torrid, The Children’s Place, Beef Jerky Outlet, francesca’s, Wilson’s Leather, Kay Jewelers Outlet, Auntie Anne’s/ Cinnabon, Kitchen Collection, Express Factory Outlet and Clarks Outlet.
Still more stores or restaurants opening with the mall Oct. 16 include Zales Outlet, Corky’s Footwear Outlet, China Max, Carter’s, The Fragrance Outlet, Christopher & Banks | CJ Banks, Osh Kosh B’gosh, Rue21, Maurices, Lids, Dressbarn, Gymboree Outlet, Chico’s Outlet, Hot Topic, Famous Footwear Outlet, Uniform Destination, Sunglass Warehouse, Journeys and Lindt Chocolate.
American Eagle Outfitters, GAP Factory Store, Nike Factory Store, Old Navy Outlet and Tommy Hilfiger are slated to open after the outlet mall’s opening weekend.