Simon Premium Outlets beta tests new e-commerce site

The U.S.'s largest outlet shopping developer is turning towards e-commerce for the first time. Simon Premium Outlets, which operates Woodbury Commons in New York, Orlando Premium Outlets in Florida, Desert Mills in California and others, has launched a beta version of its online shopping site today.

With a more limited inventory than full price retail, outlet stores don't have as streamlined an experience with e-commerce. Simon's website will direct consumers to the inventory of the brands and retailers that sell in the outlet centers. The e-commerce site will function as an extension of Simon's numerous outlet centers, rather than as a competitor.

While the website will eventually allow Simon to reach those consumers who prefer digital outlets to brick-and-mortar, as well as those without patience for the crowds at outlet centers, the beta testing is currently only available to a selection of Simon's current shoppers through its loyalty program. The Simon VIP Shopper Club loyalty program has 4 million members who can test out the e-commerce site.

Retailers participating in Simon's site include Saks Off Fifth, Karl Lagerfeld Paris, Nautica, Aéropostale, Cole Haan, Reebok and Skechers, though Simon plans to bring many more brands soon.