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Finger Lakes Premium Outlets: Simon says this local mall is getting a branding makeover

It’s the end of an era at the outlet mall along the Thruway in Seneca County.

The real estate investment trust Simon announced that the Waterloo Premium Outlets will undergo a significant change, being rebranded as the “Finger Lakes Premium Outlets” effective Friday, December 8.

This name change aims to better represent the region and align with other attractions in the area.

Alongside the rebranding, the outlet mall has received an updated exterior color palette, enhancing its modern appeal. New pylon and monument signs have also been installed as part of the revamp. J

ennifer Dombrowski, General Manager of Finger Lakes Premium Outlets, expressed excitement about the new look, anticipating an elevated shopping experience for visitors to the Finger Lakes region.

To celebrate the rebranding, Finger Lakes Premium Outlets will host a ribbon-cutting ceremony at 10 a.m. on Monday, December 11, near the new monument sign at the main entrance.

The event is expected to attract local dignitaries, including Jeff Shipley, President & CEO of the Seneca County Chamber of Commerce. Shipley noted that the outlet mall has been a premier shopping destination in the Finger Lakes for nearly three decades. He highlighted the importance of the outlet’s evolution and its role as a regional gateway for both visitors and local residents.

Recent developments at the center include expansions by popular brands like Under Armour and Puma, catering to the growing demands of shoppers. Additionally, new stores such as adidas Clearance have opened, joining the array of over 100 brand name and designer outlet stores offering significant savings.

The Simon Premium Outlets portfolio, known for its diverse mix of luxury, designer, and homeware retailers, positions the Finger Lakes Premium Outlets as an important destination among its global locations, including famous outlets like Woodbury Common Premium Outlets and Orlando International Premium Outlets. The rebranding and enhancements at the Finger Lakes Premium Outlets reflect an ongoing commitment to providing a top-tier shopping experience in the region.