The Mall in Columbia

What The Mall in Columbia does

The Mall in Columbia is a single-asset, open-air Class-A regional shopping center located at 10300 Little Patuxent Parkway in Columbia, Maryland (Howard County), within the Baltimore–Washington D.C. corridor. It is owned and operated by GGP RETAIL LLC, a subsidiary of Brookfield Properties (which acquired General Growth Properties in 2018). The property is the physical asset itself — there is no proprietary software stack — and the offering consists of ~120 retail stores, restaurants, and entertainment venues across roughly the same footprint. Anchor department stores include Nordstrom and Macy's, supplemented by a curated mix of specialty fashion (lululemon, Uniqlo, J.Crew, Under Armour, Anthropologie, Coach, Arhaus), beauty and lifestyle (Sephora, PANDORA, L'Occitane, Aveda), and a full dining lineup spanning upscale (Seasons 52, Maggiano's Little Italy, P.F. Chang's, Takumi Japanese Bistro & Bar) through casual (The Cheesecake Factory, Shake Shack, Uncle Julio's) to quick-service (Auntie Anne's, Cinnabon, Häagen-Dazs, Bibibop). Entertainment amenities include the AMC Columbia 14-screen theatre and the Main Event family entertainment center (games, bowling, casual eats) in the West parking lot, alongside family-oriented amenities (carousel, children's play area, massage chairs, stroller/wheelchair rentals, nursing area, EV charging, and free parking).

The business model is commercial real estate: the operator monetizes the physical asset by leasing space to tenants under base-rent-plus-percentage-rent structures, supplemented by on-property advertising/media sold to brands seeking captive-audience reach, and a small ancillary services line (e.g., guest amenities and security). Direct customers are retailers and restaurants; the end consumer (shopper, diner, moviegoer) is the demand generator whose foot traffic the operator markets to through a website, email newsletter, Facebook, Instagram, YouTube, on-property events (Family Fun Day), seasonal sweepstakes, and a referral partnership with the Howard County Visitors Bureau. The headcount range of 11-50 reflects on-site mall management only; retail tenants are customers, not employees. No revenue, occupancy, or foot-traffic figures are publicly disclosed.

The asset targets the affluent Howard County demographic — frequently cited as one of the highest-income counties in the U.S. — and positions itself as a regional destination rather than a commodity mall, leveraging its open-air setting, premium tenant mix, and consolidated dining/entertainment offerings to defend against e-commerce pressure and competing retail formats in the trade area.

Name

The Mall in Columbia

Legal name

GGP RETAIL LLC

Website

https://themallincolumbia.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

The Mall in Columbia is a Class-A open-air regional shopping center in Howard County, Maryland, owned and operated by GGP RETAIL LLC (Brookfield Properties subsidiary) that leases ~120 retail, dining, and entertainment tenancies — anchored by Nordstrom and Macy's — to serve the affluent Baltimore–Washington D.C. corridor consumer base.

Ownership category

akta.pro rank

Headquarters

HQ city

Columbia

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Infrastructure, Supply Chain

Revenue model

1. Retail Space Leasing: The primary revenue stream is leasing retail space to department stores, specialty retailers, and restaurant operators. Tenants pay rent based on square footage, often with percentage rent clauses tied to sales performance.
2. Advertising Opportunities: The mall offers advertising and media opportunities to brands seeking to reach mall shoppers. This includes signage, promotional placements, and event sponsorships within the property.
3. Ancillary Services: Additional revenue from services including stroller rentals, security services (jump starts), and potentially other guest services.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels8 records

Core offering

The Mall in Columbia operates a physical open-air shopping destination at 10300 Little Patuxent Parkway in Columbia, Maryland, leasing retail space to over 120 anchor and specialty stores (including Nordstrom, Macy's, lululemon, Sephora, Uniqlo) and restaurants. The mall also hosts entertainment tenants (AMC Columbia 14-screen theater and Main Event family entertainment center), provides visitor amenities such as free parking, stroller and wheelchair rentals, electric vehicle charging, and children's play areas, and sells on-property advertising and event sponsorship opportunities to brands.

Product overview

The Mall in Columbia is a premier retail property operating as a single unified shopping destination. The core offering is the physical mall at 10300 Little Patuxent Parkway, Columbia, MD, featuring department stores (Nordstrom, Macy's), fashion retailers (Uniqlo, lululemon, J.Crew, Under Armour), specialty stores (Sephora, PANDORA, Coach, Arhaus), and a diverse dining lineup (The Cheesecake Factory, Seasons 52, P.F. Chang's, Maggiano's Little Italy, Shake Shack). Entertainment amenities include AMC Columbia 14 Theatres and Main Event. The property also offers B2B services for retailers (space leasing) and advertisers, along with complimentary visitor services such as wheelchair/stroller rentals, family restrooms, electric car charging, and a children's play area.

Differentiator

Problem solved

Functional benefit

Products and services

• Retail Space Leasing Leasing of physical retail space within The Mall in Columbia to anchor department stores, specialty retailers, and restaurants. Rent is typically based on square footage, often supplemented with percentage rent clauses tied to tenant sales performance. Leasing is marketed directly to prospective retail tenants through the GGP/Brookfield Properties team.
• Advertising and Media Opportunities On-property advertising placements for brands seeking to reach mall shoppers, including signage, promotional placements, and event sponsorships within The Mall in Columbia property.
• Visitor Amenities and Guest Services Complimentary on-property guest services for mall visitors including wheelchair and stroller rentals, free parking, electric car charging stations, lost and found, safety escorts, K-9 security program, family restrooms, nursing area, massage chairs, and a children's play area.
• On-Property Events and Promotions Consumer-facing events hosted at the mall such as Family Fun Day with Miss Julie every Thursday at 10am near Center Court, featuring carousel rides, children's activities, and seasonal sweepstakes campaigns (e.g., graduation celebration with $500 prepaid gift card prizes).

Named customers19 records

Segments3 records

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.

• GGP Retail LLC (Brookfield Properties)coreOthersGGP Retail LLC, operating under Brookfield Properties, is the owner and manager of The Mall in Columbia. The company handles all property management, leasing, marketing, and operations of the mall.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Macerich: Macerich is a major U.S. mall REIT operating upscale regional malls across the country. Comparable as a broad incumbent peer with similar tenant mix and asset class exposure, though with a different geographic portfolio.
• Simon Property Group: Simon Property Group is the largest U.S. mall REIT and direct competitor to Brookfield Properties in owning/operating regional malls. Comparable as a broad incumbent in the same industry with overlapping asset ownership.

Direct peers

• Arundel Mills: Arundel Mills is a large entertainment and outlet destination in Hanover, MD owned by Simon Property Group. Comparable as a Maryland retail/entertainment complex featuring dining, AMC theaters, and a mix of retail that competes for similar discretionary spending.
• Tysons Galleria: Tysons Galleria is an upscale shopping center in McLean, VA owned by Brookfield Properties, serving the affluent Northern Virginia/DC corridor. It is comparable as a sister Brookfield asset targeting similar high-income demographics with luxury and premium retail positioning.
• Annapolis Mall: Annapolis Mall is a regional mall in Annapolis, MD owned by Brookfield Properties, competing for Maryland shoppers with anchor tenants and similar dining/entertainment mix. Directly comparable as a Brookfield-managed regional mall in the same state.
• Westfield Montgomery: Westfield Montgomery (now Unibail-Rodamco-Westfield) is an upscale regional mall in Bethesda, MD that directly competes with The Mall in Columbia for DC-area affluent shoppers. Comparable format, tenant mix, and demographic focus.
• White Marsh Mall: White Marsh Mall is a regional mall in Baltimore County, MD owned by Brookfield Properties, featuring Macy's and similar specialty retailers. Directly comparable as a sister Brookfield asset in the same metro area.
• Wheaton Plaza: Wheaton Plaza (Westfield) is a regional mall in Wheaton, MD in the DC metro area. Comparable as a competing regional mall serving similar Maryland/DC corridor shoppers with anchor tenants and dining.
• Towson Town Center: Towson Town Center is an upscale enclosed regional mall in Towson, MD (Baltimore County), owned by Brookfield Properties. It directly competes with The Mall in Columbia for affluent Baltimore-area shoppers and features comparable anchor tenants including Nordstrom and Macy's.

Regional players

• Prince George's Plaza (Downtown Hyattsville): Prince George's Plaza is a Brookfield Properties retail center in the DC suburbs. Comparable as a regional mall in the Mid-Atlantic under shared ownership, though serving a different demographic tier.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@The-Mall-in-Columbia
• Facebookfacebook.com/TheMallInColumbia
• Instagraminstagram.com/TheMallinColumbia
• Xx.com/MallinColumbia
• LinkedInlinkedin.com/company/the-mall-in-columbia

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 The Mall in Columbia