What Outlets at the Dells does

Outlets at the Dells is a physical retail outlet shopping center located in Baraboo, Wisconsin, within the Wisconsin Dells tourism corridor. The property operates 50+ tenant stores offering apparel, accessories, footwear, gifts, and food from national brands including Adidas, Nike, Coach, Michael Kors, and Under Armour. The outlet center is owned by Horizon Group Properties, a U.S. outlet developer and retail property manager, and its digital presence is operated by Placewise LLC, which provides the website, store directory, deals portal, events calendar, and the Elite Rewards loyalty program (10 points per dollar, double-point days, VIP event access). The center also sells gift cards in $5–$500 denominations with a $2 activation fee, issued through Pathward N.A.

The company's revenue model rests on three pillars: (1) recurring base rent from 56 tenant stores, supplemented by typical percentage-rent structures common to outlet retail, (2) transactional revenue from gift card activation fees, and (3) indirect tenant revenue driven by foot traffic the center funnels through its location, marketing channels, and partnership network. The primary customer segments are tourists visiting the Wisconsin Dells area, local residents of Baraboo and surrounding communities, organized tour groups of 20+ guests, and active-duty military and veterans (via a military discount program). The go-to-market motion is physical retail supported by a digital marketing layer (website, email, YouTube, Pinterest) and an ecosystem of cross-promotional partnerships with local hotels, waterparks, attractions, and tour operators.

Operationally, the center maintains consistent hours of 10:00 AM–8:00 PM Monday through Saturday and 10:00 AM–7:00 PM on Sundays, with an 11–50 employee headcount consistent with property-management operations. There is no e-commerce channel; all transactions occur in-store. The asset is privately held by Horizon Group Properties with no disclosed funding history, no institutional investors mentioned, and no public financial reporting. Recent announced tenant additions (BUCKLE, Draft City Taproom & Eatery in 2026) suggest active leasing management and tenant mix refresh.

Name

Outlets at the Dells

Legal name

Outlets at the Dells

Website

https://outletsatthedells.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Outlets at the Dells is a privately held 50-plus-store retail outlet center in Baraboo, Wisconsin, serving Wisconsin Dells tourists, local residents, military shoppers, and organized tour groups with brand-name apparel, footwear, gifts, and dining.

Ownership category

akta.pro rank

Headquarters

HQ city

Baraboo

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Infrastructure, Others

Revenue model

1. Retail Tenant Rentals: The primary revenue model consists of leasing retail space to tenant brands. The outlet center hosts 56 stores including apparel, accessories, footwear, and food vendors. Tenants pay rent to operate their stores within the outlet center.
2. Gift Card Sales: Gift cards are sold at customer service in amounts from $5 to $500 with a $2 activation fee. Cards can be used at all 56 outlet stores. Revenue includes the activation fees collected.

Pricing tiers

Distribution channels1 record

Marketing channels6 records

Core offering

Outlets at the Dells is a physical retail outlet shopping center located in Baraboo, Wisconsin, operating 50+ tenant stores offering brand-name apparel, footwear, accessories, gifts, and food at outlet prices. The center generates revenue by leasing retail space to tenant brands and offers customer-facing programs including the Elite Rewards loyalty program, gift cards issued by Pathward N.A., group tour packages, and military discounts.

Product overview

Outlets at the Dells is a shopping outlet mall located in Baraboo, Wisconsin, operating 50+ retail stores and restaurants. The property offers a loyalty program called Elite Rewards, gift cards (issued by Pathward N.A.), military discounts, group tours, and local deals. The mall website serves as a directory and deals portal for tenant retailers.

Differentiator

Problem solved

Functional benefit

Products and services

• Outlets at the Dells Gift Cards
• Group Tour Packages
• Retail Space Leasing

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Six partnerships are on record, tiered core and minor.

• Horizon Group PropertiescoreOthersHorizon Group Properties is the owner of Outlets at the Dells. The company specializes in outlet center development and retail property management across the United States.
• Placewise LLCcoreTechnology or IntegrationPlacewise LLC operates and manages the digital presence of Outlets at the Dells, including the website, mobile experience, and digital marketing platform. Footer credits Placewise as 'Brought to you by the Placewise Network'.
• Pathward, N.A.minorOthersPathward, N.A., Member FDIC issues the Outlets at the Dells gift cards. Gift cards are available in amounts from $5 to $500 with a $2 activation fee.
• Local Hotels and ResortsminorGTM or Marketing PartnerPartnerships with nearby hotels including Atlantis Waterpark Hotel & Suites, Baker's Sunset Bay Resort, Great Wolf Waterpark Resort, Hilton Garden Inn, Ho-Chunk Hotel, Kalahari Resort, and others to promote the outlet center to tourists staying in the Wisconsin Dells area.
• Local AttractionsminorGTM or Marketing PartnerCross-promotional relationships with Wisconsin Dells attractions including Bigfoot Zipline Tours, Chula Vista Resort Golf, Dells Boat Tours, Ho-Chunk Casino, Knuckleheads, Mt. Olympus Water & Theme Park, Noah's Ark Waterpark, Palace Theater, and others to drive mutual visitor traffic.
• Tour Operators and Group Travel CompaniesminorChannel Partner/ Reseller/ DistributorPartnerships with tour operators offering special deals and discounts for tour groups of 20 or more guests, including free coupon books for the whole group and gift certificates for drivers and escorts.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Tanger Inc. Tanger is a publicly-traded outlet mall REIT operating 30+ upscale outlet centers across the U.S. and Canada. Directly comparable business model (factory outlet retail centers leasing space to brand-name tenants) and similar customer value proposition (discounted brand-name shopping).
• Woodbury Common Premium Outlets: Woodbury Common is one of the largest and most successful Simon Premium Outlets, drawing destination tourists to outlet shopping. Comparable as a tourist-driven outlet center with luxury/premium brand mix, though at significantly larger scale.
• Simon Premium Outlets: Simon Premium Outlets is a portfolio of 80+ outlet centers operated by Simon Property Group. Same outlet mall format with brand-name tenants at discounted prices, often with adjacent entertainment/hospitality anchors—closely comparable to Outlets at the Dells.

Others

• Placewise LLC: Placewise is the digital platform operator powering the outlet center's website, directory, Elite Rewards loyalty program, and digital marketing. Comparable as an enabling technology and digital engagement partner rather than a direct competitor.
• Kalahari Resorts & Conventions: Kalahari is a major Wisconsin Dells waterpark resort partner of Outlets at the Dells. Comparable as a complementary tourism anchor that drives foot traffic to the outlet center via cross-promotional partnerships.

Broad incumbents

• Simon Property Group: Simon Property Group is the largest U.S. REIT for retail real estate, owning premier malls, Premium Outlets, and Mills centers. Broader incumbent that operates competing outlet destinations and sets industry benchmarks for tenant mix and rent levels.
• CBL & Associates Properties: CBL & Associates is a retail REIT operating enclosed malls and open-air outlet centers across the U.S. Comparable through shared tenant base and multi-tenant retail real estate model, though CBL's portfolio is broader and skews toward enclosed malls.
• Horizon Group Properties: Horizon Group Properties is the parent company and a national outlet center developer/operator. Comparable as the direct owner-operator of the subject property and manager of multiple outlet centers across the U.S., providing direct benchmarking on tenant strategy and operations.
• Brookfield Properties Retail: Brookfield Properties operates a large portfolio of retail real estate including lifestyle centers and malls. Broader incumbent with overlapping tenant relationships and consumer retail destination model.

Regional players

• Destiny USA: Destiny USA is a large entertainment and shopping complex in Syracuse, NY that combines outlet-style retail with entertainment anchors. Comparable as a tourist-oriented multi-tenant retail destination, but located in a different geographic market.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• YouTubeyoutube.com/channel/UCTWIbAcUWFmfE-EjiGfk4Ug
• Pinterestpinterest.com/outletsatthedel
• LinkedInlinkedin.com/company/outlets-at-the-dells

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Outlets at the Dells