Details of Growth: Special Delivery


AFTER MORE THAN TWO-AND-A-HALF YEARS of planning and development, Outlets of Des Moines has opened in Altoona, ushering in a variety of new factory-direct shopping options to local consumers. The project was put together by Massachusetts-based New England Development after identifying Greater Des Moines as a desirable market for the retail concept. Construction management was provided by Ryan Companies, with landscape installation and maintenance by Perficut.

“Outlets of Des Moines promises to bring ‘real brands with unreal savings,’” said TJ Just, General Manager of Outlets of Des Moines. “Our retailers will offer up to 70 percent off America’s most desired brands in an open-air lifestyle destination.”

Some of the brands that took part in the development’s grand opening included Converse, Express Factory Store, Francesca’s, LOFT Outlet, Nike Factory Store, Tommy Hilfiger, Under Armour, and Vera Bradley. Located just south of Bass Pro Shop in Altoona, Outlets of Des Moines is a short drive from locations across the metro. For those that prefer public transportation, DART has recently extended bus route 17 to reach Outlets of Des Moines.

The sprawling 34-acre development features an “open air” design where customers access shops, restaurants, and retailers from internal protected pedestrian areas that include comfortable seating, seasonal flower beds, an outdoor fireplace, and other landscape elements.

“The common areas will be used to host a variety of special events for our customers,” said Just. “During our opening weekend in October, we hosted our first ‘Open Doors. Open Hearts.’ charity event and a BBQ Cook Off competition. In the future, we’re planning musical events and other culinary experiences.”

To keep the atmosphere in the pedestrian zones free of extra noise and confusion, the parking areas have been relegated to the perimeter of the site.

Landscape architecture for Outlets of Des Moines was provided by Snyder & Associates in the “Prairie Style” popularized by Frank Lloyd Wright. Perficut took responsibility for installing the landscape and will maintain the property moving forward.

While an exciting new concept for Des Moines, New England Development has been taking a creative, entrepreneurial approach to real estate development and management across the country for more than 40 years. The firm has a growing portfolio of retail projects from West Palm Beach, Florida to Clarksburg, Maryland, and from Asheville, North Carolina, to their new location in Altoona, Iowa.

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