Tommy Hilfiger Factory Outlet Coming to Elmwood Shopping Center in November
Source: Nola Business. Casualplayhub News adds summary, context, and editorial framing while linking back to the original report.
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Tommy Hilfiger, the iconic American brand synonymous with preppy polos and classic sportswear, is expanding its footprint in the New Orleans area with a new factory outlet at Elmwood Shopping Center. The store, set to open in November, will take over a 5,600-square-foot space nestled between two of the open-air mall's anchor tenants, TJ Maxx and Marshalls. This will be the brand's second outlet in the metro area and its third in Louisiana, joining locations at Riverwalk Outlets downtown and Tanger Outlets in Gonzales.
William Place, president and chief operating officer of Lauricella Land Company, which owns Elmwood, expressed enthusiasm about the addition. "We want to continue to elevate the breadth and quality of our retail offerings, and Tommy Hilfiger is an iconic American brand that continues to evolve the offerings in Elmwood," he said. The decision to bring in a factory outlet aligns with the mall's long-term strategy of curating a mix of discount and outlet retailers. Over the years, Elmwood has attracted a roster of factory stores, including Banana Republic Factory, J.Crew Factory, Nike Factory Store, Ann Taylor Factory, and Express Factory Outlet. Most recently, in July 2025, Nordstrom Rack opened its doors at the shopping center, further solidifying the mall's reputation as a destination for value-conscious shoppers.
The space being vacated by The Children's Place, which had operated at Elmwood since 2007, closed nearly two years ago. The baby and children's clothing retailer shuttered the store as part of a broader restructuring plan triggered by declining foot traffic during the Covid-19 pandemic. The loss of that tenant opened the door for Tommy Hilfiger to move in.
Elmwood's transformation goes beyond tenant changes. In May, developers broke ground on The Francis, a 251-unit multifamily complex rising on the site of a former Kmart. Lauricella is partnering with Felicity Property Co., a New Orleans-based developer, on the $76 million apartment project. In addition, Lauricella has committed $35 million to further retail development, aiming to convert the traditional strip mall into a mixed-use destination where visitors can shop, dine, and linger. Place noted that Elmwood, the largest open-air shopping center in Louisiana, attracts 9.3 million visits annually. "When people come in and they see the traffic at Elmwood, they kind of realize what it's all about," he said. "I think Tommy Hilfiger was impressed by the amount of traffic and the critical mass that we have here in the shopping center."
Construction on the new Tommy Hilfiger factory store is already underway, with a planned opening in November. The outlet will offer discounted merchandise from the brand's full line, including apparel, accessories, and footwear. The addition is expected to boost foot traffic and reinforce Elmwood's position as a retail hub in the region. For shoppers in the New Orleans area, the new outlet provides another opportunity to grab Tommy Hilfiger staples at factory prices, complementing the existing downtown and Gonzales locations.
Article commentary
The arrival of a Tommy Hilfiger factory outlet at Elmwood Shopping Center is a telling sign of how retail landlords are recalibrating their strategies to meet shifting consumer preferences. In an era where e-commerce continues to chip away at traditional brick-and-mortar sales, outdoor shopping centers like Elmwood are betting on a mix of discount retailers and experiential development to draw crowds. The decision to add a factory outlet—rather than a full-price store—reflects a broader industry trend: value-conscious shopping is no longer a recession-era reaction but a permanent fixture of the retail landscape. Brands like Tommy Hilfiger are leveraging outlet channels to offload excess inventory, reach price-sensitive customers, and maintain brand relevance without diluting their full-price image. Elmwood's strategy is particularly savvy. By clustering factory stores from Banana Republic, Nike, J.Crew, and now Tommy Hilfiger, the mall creates a critical mass of discount shopping that competes directly with dedicated outlet centers like Tanger and Riverwalk. The addition of Nordstrom Rack in July 2025 further cements this positioning. However, the mall is not relying solely on retail. The $76 million apartment complex, The Francis, and the $35 million retail expansion signal a shift toward mixed-use development—a model that has proven successful in suburban markets. By integrating housing, shopping, and dining, Elmwood hopes to become a destination where people spend entire afternoons, not just a place to pop in and out. From a competitive standpoint, the Tommy Hilfiger outlet will face stiff competition from its own sibling stores in the region. The Riverwalk Outlets location downtown and the Tanger Outlets in Gonzales already serve the Greater New Orleans market. Yet Elmwood's location in Jefferson Parish, with its high traffic counts and proximity to residential areas, offers a distinct advantage. The mall's 9.3 million annual visits suggest strong drawing power, which likely tipped the scales in favor of this third location. One potential risk is the saturation of outlet retail in the region. With multiple Tommy Hilfiger outlets within a 30-mile radius, the brand may cannibalize its own sales. However, the company's strategy appears to be about capturing market share rather than optimizing per-store revenue. For Lauricella Land Company, the calculus is different: more tenants mean more rent, and a diversified tenant mix reduces vacancy risk. The closure of The Children's Place two years ago left a gap, and filling it with a globally recognized brand like Tommy Hilfiger is a win. Looking ahead, Elmwood's transformation into a mixed-use hub could redefine the shopping experience in the New Orleans suburbs. If the apartment complex and additional retail phases succeed, the mall could become a prototype for other suburban centers grappling with the decline of traditional department stores. The Tommy Hilfiger outlet is just one piece of a larger puzzle, but it’s a piece that signals confidence in the resilience of value-oriented, experience-driven retail.