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.