Discover Mills to get new name

Discover Mills Mall

Discover Mills Mall

LAWRENCEVILLE -- The management of Discover Mills announced Friday that the retail outlet and entertainment destination is about to get a new name.

Beginning in October, shoppers will see signs advertising "Sugarloaf Mills" around the retail complex. According to management, it's being renamed after the culmination of a 10-year naming sponsorship with Discover Card.

Karl Woodard, general manager of Discover Mills, said that Sugarloaf Mills was the original name of the location when it opened in November 2001.

"Sugarloaf Mills will continue to deliver our unique brand of shopping, which is a big draw for local residents, as well as Atlanta area visitors who love the thrill of shopping for great value," said Gregg Goodman, President of The Mills. "We are excited to brand the property with this relevant name already recognized because of Sugarloaf Parkway, which will better reflect the area and make it more identifiable to direct customers to the property."

Gwinnett Chamber of Commerce President Jim Maran said the location "is already a great source of jobs and revenue for Gwinnett County, and we know it will continue to be an idea destination for area visitors and local residents. We are grateful to have Sugarloaf Mills here and look forward to its continued success as we further brand our community as a great place to live and work."

According to a news release, Sugarloaf Mills is the largest outlet, value retail and entertainment destination in Atlanta, with more than 180 outlet and value retail stores including Saks Fifth Avenue OFF 5TH, Last Call by Neiman Marcus, Nike Factory Store, Guess Factory Store, Kenneth Cole Company Store and Tommy Hilfiger Company Store. Entertainment options for shoppers includes Chili's Too, Medieval Times Dinner & Tournament, AMC 18 Theatres and the area's largest Dave & Buster's.

The outlet is located at the junction of I-85 and Sugarloaf Parkway.


news2me 1 year, 7 months ago

Can we get some better stores to go with that better name? Can we get rid of the thugs that hang out, cause trouble, and create an atmosphere for crime?


kevin 1 year, 7 months ago

The people who live in Sugarloaf must have complained! A name change won't bring in new business. People will know nothing is new about that mall. And yes, I agree, the thugs are starting to take over there. The Mall cops have no authority but to call the Gwinnett police for help to arrest someone. Way too many shoe stores there and the name brand food places are much higher there than on the street around town, namely Burger King, Popeyes. Having stores like Neiman Marcus, and Saks attracts a much better fashion selection. The Mall's big loss was Liz Claiborne. Now must go to Commerce.


news2me 1 year, 6 months ago

it's being renamed after the culmination of a 10-year naming sponsorship with Discover Card.

No, kevin. It is just that the legal agreement and naming rights with the Discover Card is over. Discover Mills has always been a disappointment when compared to the other Mills developments I have visitied when traveling around the country. The store selection is not there. NM Last Call and Saks are really the only reasons I go there, and I don't have to go into the mall. I can park between the two and my business is done and I don't have to interact with the thugs.


MarkSmith 1 year, 6 months ago

Change Mill to Mall. Haven't been any grain mills around for 100 years. Sugarloaf Mall.


Sign in to comment