As shopping preferences change and online stores vie for customers’ attention, Bramalea City Centre is focusing on more than just filling shops.
This Brampton mall is currently undergoing a significant transformation, bringing in new retailers, investing in technology, and creating community experiences that co-owner Morguard says aim to keep the nearly 55-year-old mall appealing to the next generation of shoppers.
Recent additions include Victoria’s Secret and beauty retailer Kiokii, while Walmart is set to convert the old Target space into a new two-storey, 140,000-square-foot Supercentre expected to open in late spring 2027.
Andrew Butler, general manager of Bramalea City Centre, mentioned that staying ahead of consumer trends is essential in today’s competitive retail landscape.
“If you’re going to survive in this industry, you have to be able to do that,” Butler said. “Retail is intensely competitive. If you’re not evolving your merchandise mix, you’re regressing. Once that happens, you no longer become relevant.”
This approach has led to a consistent influx of new tenants over the past year, such as Gap Factory and Hollister’s relocation along with internationally recognized brands aimed at attracting Brampton’s growing number of young families.
The newly announced Walmart deal stands out as one of the major milestones.
“It’s a really significant achievement for the shopping centre,” Butler said. “Walmart is a great brand and certainly aligns well with our market. You’ve got a lot of young families and young people, and the value proposition Walmart offers fits perfectly with our demographic.”
The changes follow the mall’s multimillion-dollar renovation of its South Food Court which reopened earlier this year with expanded seating areas, modern finishes, and an updated selection of restaurants designed to better match local tastes.
However, Butler believes attracting new retailers isn’t everything.
He stated that modern malls need to provide experiences that online shopping can’t duplicate.
“What we try to do in the shopping centre world is create an environment that is conducive to positive experiences,” he said. “People are social animals. They crave those social interactions.”
This strategy has prompted Bramalea City Centre to invest beyond just shopping options. During the FIFA World Cup, for instance, they teamed up with TSN to create a public viewing lounge where fans gathered for matches. Seasonal events like a virtual Christmas elevator ride to the North Pole and a Halloween-themed “Boo Elevator” have also attracted visitors looking for family-friendly activities outside traditional retail.
Technology plays an increasing role in enhancing the mall experience as well.
Interactive digital directories assist shoppers in navigating through the property while an online search tool called Shop List allows customers to find specific products sold by various retailers before they even start their shopping journey.
“We’re using technology to help people achieve their shopping objective more efficiently,” Butler said.
The ongoing investment reflects confidence in Brampton’s rapid growth alongside the wider Peel Region.
“We’ve had a group of investors who have been prepared to spend the money on this asset,” Butler said. “They have confidence in Brampton and the wider Peel market. Bramalea City Centre is intentionally positioning itself to take advantage of that growth.”
The transformation isn’t finished yet.
While Butler didn’t share specifics, he confirmed there are active plans underway for both former Sears and Hudson’s Bay locations with announcements expected before year-end.
“I think we’ll have some information for the public that will make them happy,” he said.
For a mall first opened back in 1971, Butler believes continual reinvention is crucial for remaining one of Canada’s busiest retail spots.
“Our value proposition is creating an environment that is conducive to positive experiences,” he said. “That’s how you compete.”
As retail continues changing shape, Bramalea City Centre hopes shoppers will return-not just for purchases but also for socializing with friends or enjoying events they can’t experience from home with just a click.
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