John Liu, marketing manager for Perimeter Mall, discusses changes at the mall.

Q. What do you think the new anchor store, Von Maur, has brought to Perimeter Mall?  

A. Von Maur brings to Perimeter Mall a long tradition of luxury and class to the center.  The department store offers shoppers at Perimeter Mall another luxury shopping option that is not available at any other center in Atlanta, other than North Point Mall.
Q. Are there new tenants inside the mall as well?  
A. Yes, new tenants that have opened or will be opening in the next few months include: Cloud 9 cupcakes (featured in Cupcake Wars on Food Network — opened in March 2013), Call It Spring men’s and women’s footwear and accessories (spring 2013), H&M (summer 2013), Vans skateboard-inspired apparel and gear (spring 2013).
Q. What are the advantages of periodically changing the mall’s tenants?  
A. Changing the retailer mix allows Perimeter Mall to continue to offer a wide selection of retail offerings to our shoppers. In addition, it allows the center to continue to meet the ever-changing demands of the shoppers and their purchasing preferences.
Q. What are some of the challenges that shopping malls face?  
A. For the Atlanta retail market, I believe it would be the amount of shopping malls that exist within the market. The number of retailers just in Atlanta alone is astounding.  There are different shopping options for the Atlanta consumer, from shopping malls, shopping strips, and outlet malls. Each center is different in their tenant mix, entertainment and services offered. The oversaturation of shopping centers in Atlanta makes the market very competitive with each center trying to appeal to the consumer. That is why you have many centers that undergo a remodel or expansion every few years to continue to maintain the interest of the shoppers.
Q. How do you view Perimeter Mall’s position in the overall Perimeter business market?
A. Perimeter Mall is a staple in the community of Dunwoody and the Perimeter area.  The center is a landmark for many shoppers and visitors to the area.
Perimeter Mall is a versatile center in that it not only appeals to the local shoppers, but also the businesses and daytime office workers in the area.  Many office workers and visitors visit the center for wide dining options that vary from casual, i.e. food court, to formal such as Seasons 52 and The Capital Grille.

Joe Earle

Joe Earle is Editor-at-Large. He has more than 30-years of experience with daily newspapers, including the Atlanta Journal-Constitution and was Managing Editor of Reporter Newspapers.