Does Woodbury Common Outlets Need a VIP Suite?

As part of an expansion first announced in fall 2023, New York’s Woodbury Common Premium Outlets will be adding a “multimillion-dollar” VIP Suite featuring multiple private spaces with their own dressing rooms, an upscale lounge, and a private kitchen.

In a statement, Simon, the owner and operator of Woodbury Common, described the suite, expected to open later in 2024, as “a haven designed exclusively for our discerning clientele,” noting that such spaces have long played a “pivotal role” in enhancing the luxury shopping experience at elite shopping destinations and luxury retailers.

Simon said, “The opulent ambience will allow guests to explore the latest fashions from luxury brands in privacy and comfort.”

Woodbury Common, first opened in 1985 and one of the largest contiguous outlet centers in the world, claims to carry the largest collection of luxury designer names among outlet centers worldwide. Of its 250 stores, 70 represent luxury brands, including Dior, Gucci, Prada, Saint Laurent, Bottega Veneta, Fendi, and Burberry.

The suite, to open in the center’s luxury wing, The Adirondacks District, will also host private events and offer personalized service and curated customer experiences.

In an interview with WWD, Lee Sterling, Simon’s chief marketing officer, explained that each retailer will be able to activate the VIP space at different times. She said, “They might bring in a personal stylist to work with their clients one-on-one or in a group format, but there may be some co-branded events within this suite where retailers actually work together. We will coordinate co-branded events. Actually we do a lot of this now, where we bring stylists up to Woodbury Common. They work with the brands. They work with their clients to create curated experiences, but we’ve never had that special, separate space to create an elevated experience.”

Located an hour from New York City, Woodbury Common draws over 10 million shoppers each year, with about half being tourists from overseas. Major mainstream brands at the site include Nike, Polo Ralph Lauren, Tory Burch, Saks OFF 5th, Victoria’s Secret, and Michael Kors.

As part of the $250 million expansion plan announced last fall in its fourth expansion since opening, Woodbury Common will add 155,000 square feet of retail and restaurant space, a parking deck with more than 3,000 spaces, and a 200-room hotel.

VIP suites have become more common as designers have opened their own stores. Among chains, Saks is known for its Fifth Avenue Club, which offers complimentary private sessions with stylists inside stores as well as in select hotels and resort locations.