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Discover Mills to be Renamed Sugarloaf Mills

The name change for the Lawrenceville mall will take place in October.

A new name for an old mall.

Starting in October, Discover Mills Mall will change its name to Sugarloaf Mills Mall.

This change comes as the mall in unincorporated Lawrenceville near Duluth ends its 10-year naming sponsorship with the Discover Card.

“Sugarloaf Mills will continue to deliver our unique brand of shopping, which is a big draw for local residents, as well as Atlanta area visitors who love the thrill of shopping for great value,” said Gregg Goodman, president of The Mills in a press release. “We are excited to brand the property with this relevant name already recognized because of Sugarloaf Parkway, which will better reflect the area and make it more identifiable to direct customers to the property.”

New signage, website and other promotional materials bearing the new name will go up next month. 

The outlet mall currently has 180 retailers offering clothing, food and entertainment. In recent months, Discover Mills has added a number of new stores including Crazy 8 and Black Diamond Skatepark. An Old Navy Outlet will also open in the mall this fall.

The Simon Property Group owns the shopping center. They also own the Mall of Georgia in Buford.

What do you think about the renaming of Discover Mills Mall? Tell us in the comment section below.

Jerry Fuchs September 24, 2012 at 11:17 PM
I'd love to get a hold of one of those orange couches if they are getting rid of them. : )
Cowboy September 25, 2012 at 02:23 AM
I guess it's all about the money, local people will always call it Discover Mills out of habbit. Reading the above article, I see that Simon owns it, aren't they the ones that let Gwinnett Place go down hill, then just hand the bank the keys and walked away. Great managing......
Mike Robertson December 16, 2012 at 05:08 PM
Actually, Simon Malls owns several Atlanta area malls...mostly well performing malls including Mall of Georgia, Lenox Square, Phipps Plaza, and Towne Center. Gwinnett Place Mall, may have been beyond saving due to its social climate/stigma, and proximity to better performing shopping areas. -Mike - Gwinnett County resident

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