Short Pump Town Center

What Short Pump Town Center does

Short Pump Town Center is a premier open-air shopping mall located at 11800 West Broad Street in Henrico County, west of Richmond, Virginia. It operates as a physical retail destination serving consumers in the greater Richmond metropolitan area, with easy highway access via Exit 64 W Broad. The property is owned and operated by GGP RETAIL LLC, a subsidiary of Brookfield Asset Management (Brookfield Properties), and functions as part of that firm's broader retail real estate portfolio.

The mall's core offering is an integrated shopping, dining, and lifestyle experience anchored by two department stores (Dillard's and Macy's) and a curated inline tenant mix spanning fashion (lululemon, Anthropologie, Urban Outfitters), beauty (Sephora, L'Occitane en Provence, Kendra Scott), electronics (Apple), and specialty retail (The LEGO Store, Pottery Barn, PANDORA). Dining is a meaningful second pillar, ranging from quick-service (Chick-fil-A, CAVA) to upscale steakhouses (Perry's Steakhouse & Grille, Texas de Brazil) and entertainment venues (Draftcade). Supporting services include events programming, gift card sales, curbside pickup, family and pet amenities, and a dog-friendly policy.

The business model is a classic commercial real estate landlord-plus-ancillary structure. Primary revenue comes from leasing retail space to a diverse mix of national and regional tenants, supplemented by advertising sold against the property's consumer foot traffic (monetized via the GGP/Brookfield media platform). Tenant pricing is not publicly disclosed and is negotiated individually. The go-to-market motion is dual: consumer-facing marketing through digital and social channels (Facebook, Instagram, YouTube, email newsletter, website) drives foot traffic, while a separate B2B leasing motion markets available space to prospective retailers via the parent company's leasing portal.

Name

Short Pump Town Center

Legal name

GGP RETAIL LLC

Website

https://shortpumptowncenter.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

1–10 employees

Short description

Short Pump Town Center is a premier open-air shopping mall in Henrico County, Richmond, Virginia, owned by GGP RETAIL LLC (Brookfield Properties). It leases retail space to national anchor and inline tenants and serves Richmond-area consumers with shopping, dining, and events.

Ownership category

akta.pro rank

Product category

Shopping Mall / Retail Real Estate

NAICS

Department Stores (4551)

SIC

Retail-Department Stores (5311), Retail-Miscellaneous Shopping Goods Stores (5940)

akta.pro primary industry

Regional Department Store–Anchored Multi-Category Retail (Store-in-Store) (CRAGAFAH)

Keywords

• Open-air shopping mall
• Retail space leasing
• Commercial real estate
• Dining destinations
• Retail property management

Headquarters

HQ city

Richmond

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Retail Space Leasing: Short Pump Town Center generates revenue by leasing retail space to various tenants and retailers. The mall offers available spaces for lease to brands looking to reach its diverse and engaged audience in the Richmond, VA area.
2. Advertising: The mall offers advertising opportunities to brands and businesses seeking to reach its consumer foot traffic.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Short Pump Town Center is a premier open-air shopping mall located in the Richmond, Virginia area. It operates as a commercial retail property housing a diverse mix of fashion, beauty, electronics, and specialty stores alongside restaurants and dining venues. The mall functions as a unified retail destination, leasing physical storefront space to national and local brands and providing shoppers with an integrated shopping, dining, and lifestyle experience.

Product overview

Short Pump Town Center is a premier open-air shopping mall operating as a unified retail destination. The core offering is the mall itself, which provides an integrated shopping, dining, and lifestyle experience. The product portfolio includes a retail store directory featuring fashion (lululemon, H&M, Urban Outfitters), beauty (Sephora, Bath & Body Works, LUSH), electronics (Apple), and specialty retailers (The LEGO Store, Lovesac, Kendra Scott, PANDORA, Swarovski). Dining options range from upscale steakhouses (Perry's Steakhouse & Grille, Texas de Brazil) to casual favorites (Chick-fil-A, Chipotle, The Cheesecake Factory). Supporting services include events programming, a dog-friendly policy, gift card services, and curbside pickup. The mall is positioned as a family-friendly destination in the Short Pump area west of Richmond, Virginia.

Differentiator

Problem solved

Functional benefit

Products and services

• Short Pump Town Center An open-air premier shopping mall located in the Richmond, Virginia area, offering a diverse mix of retail stores, restaurants, dining options, and lifestyle experiences for shoppers. The mall anchors Dillard's and Macy's alongside inline tenants including Apple, lululemon, Sephora, Kendra Scott, LEGO Store, and Anthropologie.
• Dining and Restaurant Venues A portfolio of restaurant and dining establishments within the mall including upscale steakhouses (Perry's Steakhouse & Grille, Texas de Brazil), casual dining (The Cheesecake Factory, Maggiano's Little Italy, The Boathouse, Firebirds Wood Fired Grill), fast casual (Chick-fil-A, CAVA, Chipotle), and entertainment venues (Draftcade).
• Events and Activities Programming In-store demos, classes, entertaining events, and sweepstakes offerings hosted at the mall, including a celebration sweepstakes with $500 prepaid gift card prizes.
• Retail Space Leasing

Named customers22 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Brookfield PropertiescoreOthersBrookfield Properties is the parent company operating Short Pump Town Center. The company manages this premier open-air shopping destination as part of its retail portfolio. GGP RETAIL LLC, a subsidiary, holds the copyright and management rights for the property.

Scale indicators1 record

Expansion highlights5 records

Direct peers

• Brixmor Property Group: REIT that owns and operates open-air shopping centers across the U.S. Similar landlord model leasing space to national retail tenants, with comparable tenant curation and open-air format.
• Regency Centers: REIT focused on open-air shopping centers in high-growth U.S. markets. Comparable in open-air retail strategy and tenant mix orientation, though typically smaller formats than Short Pump Town Center.
• Taubman Centers: REIT specializing in Class A regional and super-regional malls in primary U.S. markets (now part of Simon Property Group). Historically operated premium mall portfolios with comparable tenant profiles and affluent-market focus.
• Kite Realty Group: REIT operating open-air shopping centers in high-growth U.S. markets. Comparable in open-air lifestyle format and tenant mix orientation, though typically smaller in scale.
• Federal Realty Investment Trust: REIT focused on open-air, mixed-use, and grocery-anchored shopping centers in affluent U.S. markets. Comparable in open-air lifestyle format and tenant curation strategy.
• Macerich: U.S. REIT that owns and operates Class A regional malls and lifestyle centers in affluent markets. Similar portfolio strategy with high-quality anchor tenants and mixed dining/entertainment offerings.

Broad incumbents

• Simon Property Group: Largest U.S. REIT and operator of premier shopping destinations including regional malls, premium outlets, and lifestyle centers. Directly comparable in landlord model (leasing space to national retail tenants) and tenant mix.
• Brookfield Properties: Parent company and one of the largest retail real estate operators in North America. Short Pump Town Center is one property within Brookfield's portfolio, making the parent the closest comparison for operating model, leasing structure, and tenant relationships.
• Kimco Realty: Largest U.S. owner of open-air shopping centers, with a national portfolio of grocery-anchored and lifestyle properties. Comparable in open-air retail landlord model and tenant scale.

Regional players

• Stony Point Fashion Park: Open-air shopping center in Richmond, VA that directly competes with Short Pump Town Center for the same regional shopper base. Also operated by Brookfield Properties, making it a close intra-portfolio peer and head-to-head competitor.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks4 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@Short-Pump-Town-Center
• Facebookfacebook.com/shortpumpmall
• Instagraminstagram.com/shortpumpmall

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 Short Pump Town Center