Dive Brief:

• Building on its previous e-commerce efforts, mall owner Simon has expanded and rebranded its online outlet marketplace as ShopSimon, according to a Thursday press release. 
• ShopSimon’s website and app features sale and discounted merchandise from over 360 retailers including Adidas, American Eagle, Cole Haan, Puma and Hugo Boss. The marketplace will also continue to offer outlet products. Participating retailers have control over the product assortment, pricing and marketing of their products, and will have custom virtual storefronts within the platform. 
• ShopSimon users can search for items based on image or color and find product recommendations. The company plans to integrate its network of shopping centers to help customers obtain their desired items for same-day pickup, per the press release.

Dive Insight:

ShopSimon is the evolution of Shop Premium Outlets, which launched in 2019. Now the marketplace has expanded to be a “comprehensive source” for sale and outlet merchandise. The goal is to provide an integrated omnichannel experience for shoppers, according to CEO and President of Simon, David Simon.

“ShopSimon is yet another example of how we are bringing the retail ecosystem together to deliver more of what today’s discerning shopper wants,” David Simon said in a statement. 

The decision to launch ShopSimon comes as the company attracts a large volume of online visits — 153 million annually to its core consumer-facing websites, according to the company. Additionally, Simon said it garners more than 2 billion annual visits to its retail properties. With its new e-commerce hub, the company aims to adapt to “changing consumer preferences to drive loyalty and sales for retailers,” Lee Sterling, chief marketing officer at Simon, said in a statement. 

The ShopSimon debut follows Simon’s other digital offerings. In 2022, the company began testing a search tool to help shoppers find available items at participating retailers before visiting their brick-and-mortar shopping destinations. It expanded the tool to more properties the following year.