Sephora, Kilwins Open at The Collection at Forsyth Amid Repositioning

Sephora and Kilwins opened at The Collection at Forsyth in November 2024, part of a deliberate repositioning of the Cumming lifestyle center to boost foot traffic and local engagement. The openings follow new leases signed by boutique operators including BODYROK Pilates and The PICKLR pickleball concept as the property shifts from a traditional mall mix toward a community-focused destination.

JLL, which announced the leasing activity, highlights the center’s strategic location at the Georgia 400/Peachtree Parkway interchange and its scale: roughly 565,000 square feet of retail framed by greenspace and event programming. Those features are central to the repositioning strategy, which pairs national brands such as Sephora with local and regional concepts to diversify the tenant mix and broaden the center’s appeal to Forsyth County shoppers.

For local residents the changes expand retail choices and leisure options without driving further trips into Atlanta or competing corridors. Sephora brings a national beauty retailer to the 400 corridor footprint, while Kilwins adds a specialty confectionery draw that can support evening and weekend visits. Boutique fitness and experiential tenants like BODYROK Pilates and The PICKLR are intended to extend dwell time and create recurring visit patterns that benefit adjacent restaurants and service businesses.

From an economic standpoint, the center’s diversification is a risk-management move: mixing anchors and experience-oriented tenants can stabilize occupancy and help capture consumer spending in a county that has been among Georgia’s fastest-growing. The inclusion of greenspace and programmed events also shifts some value away from one-time transactions toward repeated, community-oriented activity, which can increase local sales tax collections and support a broader base of small-business tenants.

The repositioning will intersect with local planning and infrastructure considerations. The Collection’s proximity to the 400/Peachtree Parkway interchange means changes in traffic patterns, parking demand, and event management will be topics for county transportation and public-safety planning as the property hosts more programming. County officials and developers will need to balance increased visitation with pedestrian access and transit connections to sustain the center’s community orientation.

Leasing momentum at The Collection suggests more tenant announcements and event rollouts are likely. For Forsyth residents, the immediate payoff is expanded shopping and leisure options closer to home; longer term, the center’s evolution will be a test case in converting large retail footprints into mixed, experience-driven community hubs that keep spending and social activity circulating within the county.