Cumberland Mall

What Cumberland Mall does

Cumberland Mall is a Class-A enclosed shopping center located at 2860 Cumberland Mall SE in Atlanta, Georgia, founded in 1993 and operated by GGP Retail LLC, a subsidiary of GGP (General Growth Properties) within the Brookfield Properties institutional real-estate network. The property features 100+ retail, dining, and entertainment tenants anchored by Macy's, Apple, Bath & Body Works, Dick's Sporting Goods, GameStop, and Round1 Bowling & Arcade, complemented by a food court, outdoor dining patios, children's play area, baby care lounges, and family-friendly amenities. Its geographic position adjacent to the Cobb Galleria Centre Convention Center and the Atlanta Braves stadium (Truist Park) drives event-driven foot traffic that anchors the mall's positioning as the preferred shopping destination in the Atlanta metropolitan area.

Revenue is generated across three streams: retail leasing of storefront space to national and specialty brands (the dominant income source), Preferred Paid Parking managed by third-party operator 12 Oaks (with 10% of net proceeds directed to Mostly Mutts Animal Rescue), and on-property advertising through the GGP media network. Customer acquisition relies on physical foot traffic rather than e-commerce, with marketing concentrated on Facebook, Instagram, and a first-party email newsletter.

Operational technology is light but includes a deployed License Plate Recognition (LPR) system integrated with the National Crime Information Center (NCIC) that automates employee parking enforcement, identifies non-customers, detects stolen vehicles, and notifies local law enforcement when wanted vehicles appear on property. The mall also maintains an in-house K-9 security unit and coordinates with the Cobb County police department, while offering valet parking and electric-vehicle charging stations. Property-level staffing is small (1-10 employees), consistent with the lean operating model of an institutional mall property. The entity is private, not publicly listed, and operates under the GGP Retail LLC legal name.

Name

Cumberland Mall

Legal name

GGP RETAIL LLC

Website

https://cumberlandmall.com

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

1–10 employees

Short description

Cumberland Mall is a Class-A enclosed shopping center in Atlanta, Georgia, operated by GGP Retail LLC within Brookfield Properties, featuring 100+ retail, dining, and entertainment tenants anchored by Macy's, Apple, and Dick's Sporting Goods, generating revenue from leasing, paid parking, and on-property advertising.

Ownership category

akta.pro rank

Product category

Shopping Mall

NAICS

All Other Amusement and Recreation Industries (71399), Food and Beverage Retailers (445)

SIC

Retail-Department Stores (5311), Retail-Variety Stores (5331)

akta.pro primary industry

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

akta.pro secondary industry

Amusement Parks (Regional/Local Ride Parks & Funfairs) (THAJAEAD)

Keywords

• Retail space leasing
• Shopping mall management
• Commercial property leasing
• Tenant acquisition services
• Mall advertising

Headquarters

HQ city

Atlanta

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Operations, Infrastructure, Personnel, Marketing or Sales, Others

Revenue model

1. Retail Space Leasing: Cumberland Mall leases retail space to various retailers and restaurants. The mall has available spaces for lease and positions itself as a prime location in Atlanta for retailers to showcase their brands to a diverse and engaged audience.
2. Preferred Paid Parking: A portion of the parking lot is designated as Preferred Paid Parking, managed through 12 Oaks. The mall receives net proceeds from parking payments (excluding taxes, platform fees, and fees retained by the parking operator).
3. Advertising: The mall offers advertising opportunities for brands to reach the mall's consumer base. Media inquiries can be directed to the PR team.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Cumberland Mall is an enclosed shopping mall in Atlanta, Georgia that leases retail space to a directory of stores and provides a shopping, dining, and entertainment destination for consumers. Anchor tenants include Target, Macy's, LA Fitness, and Round 1 Bowling & Arcade. The mall also offers parking, including Preferred Paid Parking, and a Mall Management Office for tenant and visitor services.

Product overview

Cumberland Mall is a single retail shopping center property operated by GGP Retail LLC (a Brookfield Properties company). The mall offers retail leasing opportunities to third-party retailers and serves as a shopping destination for consumers in the Atlanta metropolitan area. The primary offering is the physical mall space, complemented by guest services such as parking management, wheelchair and stroller rentals, and dining options through tenant restaurants.

Differentiator

Problem solved

Functional benefit

Products and services

• Cumberland Mall retail leasing
• Preferred Paid Parking
• Store Directory
• Movies Directory

Named customers6 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

Feature2 records

Partnerships

Two partnerships are on record, tiered minor.

• 12 Oaks ParkingminorChannel Partner/ Reseller/ Distributor12 Oaks Parking is the third-party parking operator managing Preferred Paid Parking at Cumberland Mall. They handle payment processing, parking violations, and customer support for the paid parking program. The partnership allows the mall to monetize a portion of its parking inventory while 10% of net proceeds are donated to Mostly Mutts Animal Rescue.
• Mostly Mutts Animal Rescue and Adoption Inc.minorOthersCharitable partnership where 10% of Cumberland Mall's net proceeds from Preferred Paid Parking payments (excluding taxes, platform fees, and parking operator fees) are donated to Mostly Mutts Animal Rescue and Adoption Inc. This is a limited-time promotional initiative tied to the paid parking program.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Macerich: U.S. mall REIT operating approximately 40 regional malls including high-quality assets like Scottsdale Fashion Square. Comparable as a peer mall operator and as a competitor for premier retail tenants leasing decisions.
• Simon Property Group: Largest publicly-traded U.S. mall REIT, operating more than 200 properties including Lenox Square and Phipps Plaza. Comparable as a direct competitor for anchor tenants and as the industry benchmark for mall operating performance, NOI, and trade-area economics.
• Taubman Centers (now part of Simon): Former publicly-traded mall REIT specializing in Class A regional malls (acquired by Simon in 2020). Comparable as a historical operator of premium enclosed malls with similar tenant curation philosophy and trade area analysis approach.

Direct peers

• North Point Mall: Enclosed regional mall in Alpharetta (Atlanta metro) operated by Brookfield Properties. Comparable as a sister Brookfield regional mall in the same metropolitan area, serving similar middle-to-upper-middle income demographics.
• Phipps Plaza: Luxury mall in Buckhead (Atlanta) operated by Simon Property Group. Comparable as a high-end regional mall in the same Atlanta market, recently redeveloped into a mixed-use property with hotels, office, and luxury retail — a potential repositioning template for Cumberland.
• The Galleria (Houston): Iconic enclosed super-regional mall in Houston owned by Brookfield Properties. Comparable as a major Brookfield-operated enclosed regional mall with similar anchor tenant mix (Macy's, Apple) and mixed entertainment/retail positioning.
• Lenox Square: Premier upscale regional mall in Buckhead (Atlanta) operated by Simon Property Group. Directly comparable as a competing enclosed regional mall in the same Atlanta metro, competing for the same high-income shoppers and anchor tenants (e.g., Macy's, Apple).
• Town Center at Cobb: Enclosed regional mall in Kennesaw (Atlanta metro) owned by Brookfield Properties. Highly comparable as a sister Brookfield mall in the same metro, with overlapping customer base and similar anchor configuration.
• Mall of Georgia: Largest enclosed mall in Georgia, located in Buford (Atlanta metro) and also owned and operated by Brookfield Properties. Most directly comparable as a sister Brookfield asset in the same metropolitan region with similar anchor mix and tenant profile.
• Greenwood Park Mall: Enclosed regional mall in Greenwood, Indiana owned by Brookfield Properties. Comparable as a Brookfield-operated regional mall with similar anchor profile and same operational best practices under the same parent.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/CumberlandMall
• Instagraminstagram.com/cumberlandmall
• Xx.com/CumberlandMall
• LinkedInlinkedin.com/company/cumberland-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 Cumberland Mall