What Fox River Mall does

Fox River Mall is a traditional enclosed regional shopping mall located at 4301 West Wisconsin Ave., Appleton, Wisconsin, owned and operated by GGP RETAIL LLC, a subsidiary of Brookfield Properties. The property comprises over 100 retail storefronts plus 7 full-service restaurants and a large food court, with anchor tenants Macy's, JCPenney, and Scheels complemented by national chains including H&M, Sephora, GameStop, The Children's Place, and Build-A-Bear Workshop. The mall serves general consumers, families, and gift shoppers in the Appleton MSA, offering family-oriented amenities such as a children's play area, nursing rooms, baby care lounges, free parking, mall walking programming, and mobility assistance (wheelchair and stroller rentals).

The core technology deployed on-site is a License Plate Reader (LPR) system used for employee parking enforcement, non-customer vehicle identification, crime prevention, and integration with NCIC databases to flag wanted vehicles in real time. Beyond this, the property is a physical retail platform rather than a technology product, with no mobile app, no public APIs or SDKs, and no proprietary software surface area.

Fox River Mall generates revenue primarily through retail leasing (one-time license/lease arrangements with national chains, regional retailers, and local tenants) and supplementary advertising and media-experience opportunities offered through the parent GGP/Brookfield platform. Marketing is conducted through the mall's own website plus Facebook and Instagram, supported by in-mall events and seasonal campaigns such as the Spring Campaign 2026. Pricing for visitors is anchored on free parking; tenant lease economics are not publicly disclosed. The property is operated under Brookfield Properties' corporate umbrella for leasing, advertising, security, and management functions.

Name

Fox River Mall

Legal name

GGP RETAIL LLC

Website

https://foxrivermall.com

Company type

Private

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Appleton

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Retail Leasing: The mall generates primary revenue by leasing retail space to tenants including national chains, regional retailers, and local businesses. Available spaces are marketed to prospective retailers seeking prime mall locations.
2. Advertising: GGP offers advertising and media experience opportunities to brands looking to reach mall shoppers. This includes various advertising formats within the mall property.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Fox River Mall is an enclosed regional shopping mall that operates as a commercial real estate platform, leasing retail space to national chains, regional retailers, and local businesses. It provides shoppers with over 100 retail stores, seven full-service restaurants, a food court, and family-friendly amenities including a children's play area, nursing rooms, and baby care lounges. The property also offers advertising and media experience opportunities to brands seeking access to mall shoppers.

Product overview

Fox River Mall is a shopping mall located in Appleton, Wisconsin, operated by GGP Retail LLC (now part of Brookfield Properties). The mall offers retail store space for lease to various retailers, dining options including seven full-service restaurants and a food court, and visitor amenities such as play areas, massage chairs, electric scooter rentals, wheelchair/stroller rentals, and mobile charging stations. The property serves as a commercial real estate platform providing retail space leasing, advertising opportunities, and property management services to tenants and shoppers.

Differentiator

Problem solved

Functional benefit

Products and services

• Retail Space Leasing Leasing of retail storefront space within Fox River Mall to national chains, regional retailers, and local businesses. Available spaces are marketed to prospective retailers seeking high-foot-traffic mall locations in Appleton, WI.
• Mall Advertising and Media Experiences Advertising and media experience offerings sold to brands seeking to reach mall shoppers at Fox River Mall. Includes various advertising formats and experiential media placements on the property.
• Shopping Mall Visitor Amenities On-property visitor amenities for shoppers, including a children's play area, nursing rooms, baby care lounges, stroller and wheelchair rentals, massage chairs, electric scooter rentals, mobile charging stations, free parking, and a mall walking program with doors opening one hour early daily.
• Mall Security and Safety Services On-property security and safety services for shoppers and tenants, including safety escorts, basic first aid/AED-trained staff, and License Plate Reader (LPR) technology used for parking enforcement, crime prevention, and law enforcement support.

Quantifiable outcome

• Mall opens doors for mall walking one hour prior to store openings every day

Named customers14 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Brookfield Properties (Parent Company)coreOthersFox River Mall is owned and managed by Brookfield Properties (formerly GGP RETAIL LLC). Brookfield Properties operates the mall's website, handles leasing, advertising, and corporate functions. The mall's branding, systems, and operations are integrated under the Brookfield Properties/GGP corporate umbrella.

Scale indicators1 record

Expansion highlights4 records

Direct peers

• RPT Realty: A U.S. retail REIT focused on open-air and power-center shopping destinations leased to grocery-anchored and necessity-based retailers. Comparable as a regional retail-property operator serving consumer needs outside the enclosed-mall format.
• CBL & Associates Properties: A U.S. REIT operating enclosed malls and open-air centers, many in Midwestern and secondary markets. Directly comparable as a regional-mall operator with similar tenant categories and exposure to traditional department-store anchors.
• Brixmor Property Group: A U.S. shopping-center REIT operating a national open-air center portfolio. Comparable in business model (retail leasing to national and regional chains) and overlapping national-tenant roster with Fox River Mall's inline stores.
• Kimco Realty: One of the largest U.S. shopping-center REITs with a national portfolio of open-air centers. Comparable as a peer-tenant real estate landlord whose tenants (apparel, beauty, dining, electronics) materially overlap with Fox River Mall's tenant mix.
• Taubman Centers: A U.S. mall REIT focused on super-regional and regional enclosed centers (now a subsidiary of Simon Property Group). Directly comparable to Fox River Mall's enclosed regional-mall asset class with major department-store anchors.
• Unibail-Rodamco-Westfield: A global owner and operator of flagship shopping destinations under the Westfield brand. Comparable to Fox River Mall as a destination retail landlord targeting consumer experience, dining, and entertainment within large-format centers.
• Simon Property Group: The largest U.S. mall REIT, operating regional and premium outlet centers nationwide. Directly comparable to Fox River Mall as a Class-A enclosed regional mall landlord with similar anchor-plus-inline tenant model and revenue mix from retail leasing.
• Macerich: A U.S. mall REIT focused on regional and community shopping centers, often with high-quality anchors like Macy's and inline national retailers. Closely comparable in tenant base, enclosed-mall format, and reliance on department-store-driven foot traffic.
• PREIT: A U.S. mall operator with a portfolio of enclosed and mixed-use retail properties. Comparable to Fox River Mall as a regional-mall landlord dependent on department-store anchors and inline specialty tenants.

Broad incumbents

• Brookfield Properties: The parent company of GGP RETAIL LLC that owns and operates Fox River Mall. Operates a broader commercial real estate portfolio (office, retail, multifamily, logistics) including a sizeable U.S. mall portfolio, making it directly comparable as an operator even as it spans more asset classes.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/FoxRiverMall
• Instagraminstagram.com/foxrivermall
• Xx.com/ShopAtFoxRiver
• LinkedInlinkedin.com/company/fox-river-mall

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Fox River Mall