Outlets of Des Moines

What Outlets of Des Moines does

Outlets of Des Moines is a 300,000-square-foot outlet shopping center located at 801 Bass Pro Drive in Altoona, Iowa, at the intersection of Interstate 80 and US-65. The property was established in 1987 and houses more than 50 outlet stores operated by national and regional brands, including Nike Factory Store, Kate Spade New York, Michael Kors, Polo Ralph Lauren, Coach, Tommy Hilfiger, Under Armour, Vera Bradley, and Victoria's Secret, alongside quick-service dining tenants. It is the only outlet center within an 80-mile radius, serving as the sole outlet-format retail destination for the 634,725-population Des Moines metropolitan area and drawing regional traffic from a corridor that sees more than 65,000 vehicles per day. The center is co-located with Bass Pro Shops, Adventureland Amusement Park, and Prairie Meadows Casino, forming a regional tourism and entertainment cluster.

The property is owned by New England Development, a diversified real estate developer, and is operated by Placewise LLC, which provides the digital platform powering outletsofdesmoines.com. The site's digital surface consists of a store directory, a digital coupon book, EClub email newsletter, sales and promotions feed, mall hours and directions, dining directory, group tours scheduling, and visitor/hotel information. On-site guest amenities include complimentary strollers, wheelchairs, a family room, lost and found, and package assistance, with a dog-friendly policy.

The business operates as a landlord and center operator. Revenue is generated primarily through long-term and short-term leasing arrangements with retail tenants and restaurateurs, classified as a licensing/royalties-style rent stream, supplemented by center advertising, signage, event sponsorships, sampling programs, and promotional partnerships. Tenant pricing is set by individual retailers and is not controlled by the center. Marketing channels span the website, email newsletter, social media (Facebook, Instagram, Pinterest), coupon books, group tour partnerships, hotel partnerships, and a DART public transit partnership (Route 17). Day-to-day operations are run by a small management team: TJ Just as General Manager, Scott Fisher as Long-Term Leasing Contact, and Josie Broxson as Marketing Contact.

Name

Outlets of Des Moines

Legal name

Outlets of Des Moines

Website

https://outletsofdesmoines.com

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

1–10 employees

Short description

Outlets of Des Moines is a 300,000-square-foot outlet shopping center in Altoona, Iowa, owned by New England Development and operated by Placewise LLC, housing 50+ national brand outlet stores and serving value-conscious shoppers in the Des Moines MSA.

Ownership category

akta.pro rank

Headquarters

HQ city

Altoona

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, Others

Revenue model

1. Retail Tenant Leasing: Long-term and short-term leasing to retail tenants and restaurateurs. The outlet center hosts 50+ outlet stores generating revenue through tenant rent.
2. Advertising and Sponsorship: Center advertising, displays, event sponsorship, and signage opportunities for brands. Includes sampling programs, promotional partnerships, and marketing collaborations.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Outlets of Des Moines operates a 300,000 square foot outlet shopping center in Altoona, Iowa, housing 50+ national brand-name outlet stores. The company functions as a landlord/property operator, leasing retail space to brands and restaurateurs, while also providing marketing, advertising, and guest services that drive consumer foot traffic to the physical center.

Product overview

Outlets of Des Moines is a 300,000 square foot outlet shopping center operated by New England Development and managed by Placewise LLC, located at the intersection of I-80 and US-65 in Altoona, Iowa. The company's digital offering consists of a website platform providing an online store directory of 50+ outlet stores (including Nike Factory Store, Kate Spade New York, Michael Kors, Polo Ralph Lauren, Under Armour, Tommy Hilfiger, Vera Bradley, and Victoria's Secret), digital coupon and deal management through the Coupon Book system, store-specific promotional pages, mall hours and directions services, a dining directory featuring quick-service restaurants, group tour scheduling for groups of 15 or more, and on-site guest amenities information. The digital products work together to drive foot traffic to the physical retail outlet center, with no separate software-as-a-product offering.

Differentiator

Problem solved

Functional benefit

Products and services

• Outlet Retail Center (Long-Term Leasing) Long-term retail space leasing to national and regional outlet brands at the physical shopping center located at the I-80 and US-65 interchange in Altoona, Iowa. Tenants operate individual outlet stores under their own brand names.
• Short-Term Specialty Leasing Short-term retail space leasing for temporary, seasonal, or specialty retail tenants and kiosks within the outlet center.
• Center Advertising and Sponsorship Advertising, signage, event sponsorship, sampling programs, and promotional partnership opportunities available to brands at the outlet center.
• Group Tours Program Organized group visit program for tour groups of 15 or more, including complimentary coupon books and pre-arranged visit coordination.
• Digital Coupon Book An online coupon book system allowing shoppers to access and print discount offers from participating outlet stores at the center.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core, major, moderate and minor.

• New England DevelopmentcoreOthersOwner and developer of Outlets of Des Moines. Responsible for property ownership, development, and overall management. Also handles long-term leasing inquiries.
• PlacewisecoreTechnology or IntegrationWebsite platform and digital infrastructure provider powering outletsofdesmoines.com. Provides the technology backbone for the mall's digital presence, directory, events, and customer engagement.
• Bass Pro ShopsmajorStrategic or Co-development PartnerMajor adjacent attraction at 801 Bass Pro Drive. Draws significant traffic to the area. Outlets of Des Moines benefits from Bass Pro Shop visitors.
• Adventureland Amusement ParkmajorStrategic or Co-development PartnerMajor nearby attraction driving visitor traffic to the Altoona area. Combined with Bass Pro Shops and Prairie Meadows Casino, creates a tourism cluster benefiting the outlet center.
• Prairie Meadows Casino Racetrack & HotelmoderateStrategic or Co-development PartnerNearby casino and hotel complex drawing visitors to the Altoona/Des Moines area. Part of the regional attraction ecosystem.
• DART (Des Moines Area Regional Transit)moderateChannel Partner/ Reseller/ DistributorPublic transportation provider. DART Route 17 service extended to Outlets of Des Moines, providing transit access for shoppers.
• Johnny's Italian SteakhouseminorStrategic or Co-development PartnerAdjacent restaurant at the outlet center location, providing dining options for shoppers.
• Hotels and Accommodations (Adventureland Inn, Best Western, Hampton Inn, etc.)moderateChannel Partner/ Reseller/ DistributorPartner hotels listed on visitor info page for out-of-town guests. Includes Adventureland Inn, Best Western, Hampton Inn & Suites, Hyatt Place, Holiday Inn Express, and others within the Altoona/Des Moines area.

Scale indicators5 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Tanger Inc. Public REIT specializing in outlet and open-air shopping centers. Directly comparable as a pure-play outlet center operator with a similar tenant mix of premium national brands and similar landlord-tenant revenue model.
• New England Development: Direct parent company and operator of multiple outlet centers including Outlets of Des Moines. Closest peer as the actual owner/operator running the subject asset and other similarly positioned outlet properties.

Broad incumbents

• Macerich: Major U.S. shopping center REIT operating regional malls and outlet centers. Comparable landlord business model leasing space to national retail tenants with similar percentage rent economics.
• Brookfield Property Group: Large-scale retail real estate operator including outlet and mall assets. Comparable as a diversified retail property landlord with similar tenant leasing economics and outlet-adjacent experience.
• Kite Realty Group: Retail REIT operating open-air and lifestyle shopping centers. Comparable as a multi-tenant retail landlord with overlapping national brand tenant base and similar percentage rent / advertising revenue streams.
• Phillips Edison & Company: Retail REIT operating necessity-anchored and open-air shopping centers. Comparable as a multi-tenant retail landlord generating rental income from national tenants across geographically diversified properties.
• Simon Property Group: Largest U.S. retail REIT operating premium outlets, malls, and lifestyle centers. Comparable as the dominant outlet mall landlord with overlapping tenant brands and landlord revenue streams across a much broader portfolio.
• CBL & Associates Properties: Regional mall operator with open-air and outlet-format properties. Comparable as a multi-tenant retail landlord serving similar national brand tenants in mid-sized U.S. markets.
• Washington Prime Group: Retail REIT operating enclosed malls and outlet properties. Comparable landlord model with national-brand tenant base in secondary U.S. markets, similar to Des Moines MSA.
• Retail Properties of America: Retail REIT owning and operating open-air shopping centers. Comparable as a shopping center landlord with similar tenant mix, lease economics, and focus on secondary markets.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/OutletsofDesMoines
• LinkedInlinkedin.com/company/outlets-of-des-moines-altoona-ia

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 of Des Moines