Cumberland Mall
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.
- Company typePrivate
- Founded1993
- HeadquartersAtlanta, United States
- Headcount1–10
- GTM typeB2B and B2C
- OfferingServices
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.
Cumberland Mall firmographics
Firmographics- 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
Cumberland Mall industry classification
Industry- 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
Where Cumberland Mall is headquartered
LocationHeadquarters
- HQ city
- Atlanta
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Cumberland Mall business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Operations, Infrastructure, Personnel, Marketing or Sales, Others
Revenue model
- 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.
- 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).
- 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
Cumberland Mall product offering
Product offeringCore 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
Companies that use Cumberland Mall
Customer profileNamed customers6 records
Segments1 record
Ideal customer profiles2 records
Cumberland Mall technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Cumberland Mall partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered minor.
- 12 Oaks Parkingminor12 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.minorCharitable 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
Cumberland Mall competitors and assessment
Company assessmentBroad 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
Cumberland Mall social profiles
Digital presenceCumberland Mall financial estimates
Financial estimateRevenue estimate
Valuation estimate
Cumberland Mall leadership team
Management profileNumber of profiles
Cumberland Mall funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Cumberland Mall M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Cumberland Mall
What does Cumberland Mall do?
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.
Is Cumberland Mall a public or private company?
Cumberland Mall is a private company. It is classified as corporate owned and is currently operating.
When was Cumberland Mall founded?
Cumberland Mall was founded in 1993. It employs 1 to 10 people.
Where is Cumberland Mall based?
Cumberland Mall is headquartered in Atlanta, United States, in the North America region.
How does Cumberland Mall make money?
Three revenue lines are on record. Retail Space Leasing is the primary driver. The others are preferred Paid Parking and advertising.
Who are Cumberland Mall's main competitors?
Broad incumbents on record are Macerich, Simon Property Group and Taubman Centers (now part of Simon). Direct peers are North Point Mall, Phipps Plaza, The Galleria (Houston), Lenox Square, Town Center at Cobb, Mall of Georgia and Greenwood Park Mall.
Does Cumberland Mall have an API?
No public API is recorded for Cumberland Mall.
What industry is Cumberland Mall in?
Cumberland Mall's product category is Shopping Mall. Its primary akta.pro industry code is CRAGAFAH, Regional Department Store–Anchored Multi-Category Retail (Store-in-Store), with a secondary code of THAJAEAD, Amusement Parks (Regional/Local Ride Parks & Funfairs). Its NAICS code is 71399 and its SIC code is 5311.