In 2011, Napa Premium Outlets was one of Northern California's most popular outlet centers. Located just off Highway 29, the open-air complex offered a mix of designer labels, factory stores, and everyday brands—all surrounded by Napa Valley's vineyards, restaurants, and tourist attractions.
This post features a scan of the official 2011 Napa Premium Outlets directory, a snapshot of an era when outlet shopping was still one of the fastest-growing segments of retail.
Outlet shopping in 2011
By 2011, outlet centers had evolved far beyond their original purpose. Once known primarily for selling overstock merchandise and factory seconds, many brands were now producing merchandise specifically for their outlet stores.
Shoppers still came expecting bargains, however, and Napa Premium Outlets delivered. The center offered a strong mix of fashion, accessories, footwear, and specialty retailers that made it easy to spend an entire afternoon browsing.
The directory reveals a lineup that perfectly captures outlet retail in the early 2010s.
Fashion favorites
Some of the most recognizable names at the center included:
American Apparel
Banana Republic Factory Store
Benetton
Gap Outlet
Guess
J. Crew Factory
Lucky Brand
Nautica
Tommy Hilfiger
Levi's Outlet Store
Wilsons Leather Outlet
For many shoppers, these stores were the main attraction—offering recognizable brands at prices well below traditional mall locations.
Designer labels and premium brands
Napa Premium Outlets also punched above its weight when it came to upscale retailers.
Notable tenants included:
Barneys New York Outlet
Cole Haan
Kenneth Cole
Adidas
Calvin Klein
The presence of Barneys New York Outlet was especially notable. Long before the luxury retailer's eventual collapse, the outlet offered shoppers access to designer fashions that were difficult to find elsewhere in Northern California.
A smaller center with a strong lineup
Unlike massive outlet destinations such as Gilroy Premium Outlets, Napa Premium Outlets remained relatively compact. That was part of its appeal.
The center was large enough to offer variety but small enough that visitors could comfortably explore the entire property in a single trip. Combined with Napa's wineries, restaurants, and downtown attractions, it became an easy stop for both tourists and locals.
Food options inside the center were limited in 2011, but that hardly mattered. Some of Northern California's best dining was only minutes away.
More than a shopping trip
Looking back, the 2011 directory captures a retail landscape that has changed considerably.
American Apparel is gone. Barneys New York no longer exists. Even the outlet industry itself has shifted as online shopping transformed the bargain-hunting experience.
Yet Napa Premium Outlets remains one of the region's enduring outlet destinations. The brands may change, but the appeal is familiar: a chance to find something unexpected, save a little money, and enjoy a day in Napa Valley at the same time.
You'll find the complete 2011 directory scan below.
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| Front of the 2011 directory for Napa Premium Outlets, highlighting store locations, restrooms, and amenities. |
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| Back of the 2011 directory, listing the complete store directory and contact information for shoppers. |
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