Phase two of Johor Premium Outlets now open

KULAIJAYA: Genting Simon Sdn Bhd showcased the second phase of Johor Premium Outlets (JPO) featuring an additional 40 shops of a total of 120 stores during a media visit on Tuesday. The new retail space makes up 100,000 sq ft.

Genting Simon is a subsidiary of Simon Genting Ltd, a joint venture between Azzon Ltd, a subsidiary of Genting Plantations Bhd, and Premium Outlets, the division of US-based Simon Property Group.

“Since its opening in 2011, Johor Premium Outlets has grown to be a major shopping destination attracting millions of visitors from Malaysia, Singapore and around the region,” said John R Klein, president of Simon’s Premium Outlets. The soft launch of the second phase was held on Nov 15. The official launch date is yet to be finalised.

The second phase will see international luxury brands such as Aigner, BCBGMAXAZRIA, Swatch, Cotton on Kids, Furla, LeSportsac, Hugo Boss, Kate Spade, and Tory Burch.

Genting Simon general manager Jean Marie Pin Harry estimated JPO to have seen four million visitors annually since its opening.

“In phase two, we are adding about 50% more so we hope to achieve 50% more visitors. But at the moment we are happy to maintain our numbers,” he said.

“In our initial plan we meant to have three phases but at this point the third phase will not be confirmed until much later.

The third phase is meant to be an extension for some additional projects. Genting Simon had announced previously that we were looking at some theme parks and hotels.

“There are also another 100 acres (40.46ha) earmarked for future development. A nice pedestrian bridge will connect project to project. The intention of the whole area is that as it develops it will be like a mini resort,” Pin Harry said. He was unable to confirm when plans will be finalised.

When queried if the opening of Freeport  A’Famosa Outlet Village in Melaka will impact its annual visitor count, he said, “We don’t really see that as an issue because I think we were the pioneer in this market and they were not the only one who had announced this. There are actually a few more operators and we are well aware of what they are doing. But we believe in the Premium Outlets platform and what we are doing. Competition is always good for the consumers.”

Pin Harry said more new outlets may be opened, probably in the Klang Valley, but they are still at the planning stage.

JPO is a 45-acre low-density commercial development where original branded goods are sold at a 25% to 65% discount on retail prices. Upon full completion, it will have a total built-up of 379,511 sq ft with a net leasable area of 331,766 sq ft. The total investment of the project is RM150 million.

This article first appeared in The Edge Financial Daily, on December 6, 2013.

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