Tanger Outlets is expanding its full-price beauty retail to drive shoppers into its off-price centers

Tanger Inc, which owns and operates 38 off-price outlet shopping centers across the U.S. and Canada, is leveraging its growing beauty retailer business to bring shoppers into its outdoor malls. 

This includes adding full-price stores like Ulta Beauty and Bath & Body Works to better compete with local discount department stores like TJ Maxx and Ross. It’s part of a larger expansion of entertainment, dining and specialty offerings at the centers to help draw in crowds. In total, Tanger has opened more than 40 new beauty- and wellness-focused stores, both full- and off-price, in its outdoor centers in the past two years. 

As a replenishment business, beauty is especially alluring to leaders in the outlet space. 

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