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SIOUX CITY | Four new options became available for people in the Southern Hills Mall in 2016, with the arrival of a rue21 clothing store, Perfect Brow Bar, Auntie Anne's soft pretzels and the New Dragon acupressure and massage business.

Southern Hills officials tout the indoor mall, at the southwest of Lakeport Street and Sergeant Road, as Siouxland’s premier shopping destination. There are now just over 100 stores in the mall. Clothing, footwear and other "softlines" stores predominate in the mall.

Southern Hills general manager Matt Pawlowski said the four new options add to a great mix of options for people. Pawlowski said in a typical year, three to five stores will open in the mall.

"It provides a good variety for our customers," Pawlowski said. "We've got some things that we continue to work on to add to the mall."

Pawlowski added that the national trend for enclosed malls over the last five years is that they "are more entertainment-focused." He said people will go to a mall movie theater and food court first, then perhaps venture off for shopping.

Having those entertainment and dining pieces, Pawlowski explained, give mall visitors an experience they can't get elsewhere. Moreover, "it is an effort to differentiate us from online shopping," he added.

He noted there is a social element to coming to the mall, as people like to spend time with friends and family as they shop.

"It caters to a younger crowd typically," Pawlowski said.

A clothing and accessory store for young people, rue21 specializes in the latest affordable trends. Pawlowski said a new thing for rue21 in Sioux City is the offering of plus sizes, which some stores in the chain don't offer.

"They have done extremely well. They appeared to be busy in the holiday season. The store is bright and attractive and it complements the mall well," Pawlowski said.

Perfect Brow Bar offers eyebrow threading, henna tattoos, party makeup, eyelash extensions, body waxing and facials by licensed staff.

"We are pleased that they are here. We've had nothing but good reviews from the customers," Pawlowski said.

Auntie Anne's is located near Tradehome Shoes. It offers high-quality treats, including the eatery's signature soft pretzels made in-house. Other delicious offerings include pretzel nuggets, cheesy pretzel dogs and freshly squeezed lemonade.

Southern Hills Mall opened in March 1980. It cost $21 million to construct at that time and kicked off a surge of shopping options in the south Morningside area over the years.

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County & Education Reporter

Government and education reporter.

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