Sugarloaf Mills, formerly known as Discover Mills, is a sprawling single-story shopping mall situated in Gwinnett County, Georgia, just outside Atlanta. The mall boasts a staggering 1,183,000 square feet (109,900 m2) of retail space, housing 172 specialty retailers. The mall's impressive lineup of 13 anchors includes popular brands such as Bass Pro Shops, Burlington Coat Factory, Sears Outlet, and Neiman Marcus Last Call.
In addition to its diverse retail offerings, Sugarloaf Mills also features an array of theme restaurants, casual dining options, and entertainment venues, making it a one-stop destination for shopping, dining, and leisure activities. Whether you're looking to catch a movie, enjoy a meal with friends, or indulge in some retail therapy, Sugarloaf Mills has something to offer everyone.
Sugarloaf Mills first opened its doors in November 2001 as an outlet mall, but has since undergone a transformation into a dynamic entertainment destination. In 2003, the mall welcomed the addition of the state-of-the-art AMC Sugarloaf Mills 18, offering moviegoers a premium cinematic experience. Three years later, in July 2006, the legendary Medieval Times opened its doors, bringing its iconic blend of jousting, feasting, and medieval entertainment to Sugarloaf Mills.
One unique aspect of Sugarloaf Mills is that it was one of the first malls in the United States to offer naming rights to interested companies, providing an innovative marketing opportunity for brands. This approach has helped the mall to cultivate a distinct identity and attract visitors from far and wide.
When the mall was first built, The Mills Corporation, its original owner, granted the naming rights to Discover Card. As a result, the mall was initially named Discover Mills and featured the tagline "Where Discover Card Is The Smart Choice." Following The Mills Corporation's acquisition, Simon Property Group became the new owner of the mall.
In October 2012, the 10-year naming rights agreement with Discover Card expired, and the mall was subsequently renamed "Sugarloaf Mills." Interestingly, Sugarloaf Mills was actually the mall's planned name when it was first developed in the late 1990s, and was named after the parkway on which it is situated.
