Under Armour opens at Gallatin Crossing on September 18. The North Face follows within a few weeks, sometime between late September and early October, marking the outdoor brand's first-ever Montana location. Böhme is set to open next to Madewell. If you've driven past the old Gallatin Valley Mall lately and wondered why the parking lot keeps rearranging itself, this is why.
It would be easy to read this as another round of a mall filling empty storefronts. That's not quite what's happening. Look at which brands picked Bozeman specifically, and when, and the pattern says something more interesting: this property stopped trying to be everything to everyone and started building toward a specific identity. The reader who lives here already knows the mall has a new name. What's worth understanding is why the tenant list reads the way it does, and what the property's own general manager says out loud about why national retailers are suddenly interested in a town this size.
Three Names, One Building
The building at the corner of West Main opened in 1980 as Main Mall. It became Gallatin Valley Mall sometime after that, the version most longtime residents grew up shopping at, anchored by Macy's, Barnes & Noble, and a movie theater that's now run as Gallatin Valley Cinemas under Regal. Whole Foods arrived in February 2023, Montana's first location for the chain, which was the first sign that this particular stretch of Bozeman was drawing attention from retailers who don't typically look at towns this size.
Grossman Development Group took the redevelopment further starting in 2024, renaming the property Gallatin Crossing as part of a $100 million, multi-phase overhaul meant to turn an enclosed 1980s mall into a walkable, mixed-use district. A 45,000-square-foot medical pavilion opened in August 2024, bringing Intermountain Health, Ortho Montana, and Gallatin Valley Surgery Center into the same footprint as the retail. An outdoor retail corridor called High Street followed in 2025, built to feel more like a downtown Main Street than a mall wing.
That sequencing matters. The medical pavilion came first, then the outdoor retail spine, then the wave of national fashion brands, then this fall's cluster of outdoor apparel. Each phase unlocked a different kind of tenant. It wasn't one announcement. It was a build-out with a logic to it.
What's Actually Open, and What's Landing This Fall
Lululemon and Sephora had their grand openings in September 2025, with Sephora opening its doors on September 5 to a strong turnout. Lululemon's move was notable for a different reason: it had operated on Bozeman's historic Main Street before relocating to Gallatin Crossing, which tells you the pull wasn't just about new brands entering the market. Established ones were choosing to move.
Madewell, Arhaus, Anthropologie, Free People, Pandora, and Lovesac rounded out that 2025 wave, several of them Montana-first locations for their brands. Now comes the fall 2026 cluster: Under Armour on September 18, The North Face close behind as its first Montana store, and Böhme settling in next to Madewell.
| Timing | Tenants |
|---|---|
| Feb 2023 | Whole Foods Market (Montana's first) |
| Aug 2024 | Medical Pavilion: Intermountain Health, Ortho Montana, Gallatin Valley Surgery Center |
| Summer/Fall 2025 | Lululemon, Sephora, Madewell, Arhaus, Anthropologie, Free People, Pandora, Lovesac |
| Sept–Oct 2026 | Under Armour (Sept 18), The North Face, Böhme |
Reading down that table, the shift from 2025 to 2026 is the part worth noticing. Last year's wave was fashion and home goods. This year's wave is outdoor performance apparel, in a town where outdoor performance apparel is not a niche interest, it's daily gear. That's not a coincidence. It's a property matching its tenant mix to what the town actually does on weekends.
The Line the GM Used
Logan Burt, general manager of Gallatin Crossing, gave an interview to KBZK a few weeks ago explaining why national retailers keep signing leases here. His phrase for it: Bozeman has become "a perfect culmination of what retailers are looking for at the moment," what he called a micro market.
That's a specific claim, and it's worth sitting with. A micro market, in retail development terms, is a place big enough and self-contained enough that a brand doesn't need a store in Billings or Missoula to justify one here too. It doesn't need to route Bozeman shoppers to a bigger regional hub. It can stand alone. Under Armour and The North Face aren't adding a second or third Montana store. They're opening their first, in Bozeman, which suggests this town's shopper base could support a standalone location rather than a stop on the way to somewhere bigger.
Burt also hinted at more to come, telling KBZK another flagship location is planned that he called "great for Bozeman," without naming it yet. Whatever it is hasn't leased publicly. Worth watching, not worth guessing at.
The Question Locals Actually Asked
None of this landed without pushback. When Gallatin Crossing first announced its rebrand and retail lineup, the reaction on social media included a real question from residents: is this becoming a high-end-only property, priced out of reach for the town that's shopped here for decades.
Burt addressed it directly in that same period, saying the redevelopment wasn't about converting the whole property into a luxury destination. His answer at the time, as reported by KBZK: "We are going to have things for everybody at every income level here." The tenant list backs that up in practice. Macy's, Barnes & Noble, JoAnn Fabrics, and Petco are all still operating at Gallatin Crossing alongside Anthropologie and Arhaus. The property kept its middle while adding a new upper tier, rather than replacing one with the other.
There was a second, more practical concern too: an outdoor retail corridor in a place where winter temperatures can drop to 30 or 45 below zero. Burt's response, as reported by KBZK, was straightforward: downtowns operate through Montana winters just fine, and the interior mall structure is still there for anyone who wants it. It's a fair point. Main Street survives January the same way it always has.
What This Actually Means If You Shop Here
The takeaway isn't "more stores opened at the mall." It's that the stores opening are a specific kind, in a specific order, that reflects retailers making a bet on Bozeman as its own market rather than an overflow stop. Fashion and home goods arrived first, in 2025. Outdoor performance brands are arriving second, in 2026, timed for ski season. If that sequencing holds, the next signing will tell you something about what national retailers think Bozoman wants next, and that's usually a better read on where a town is headed than any single ribbon-cutting.
For now, Under Armour opens September 18. The North Face should be running by early October. If you've been putting off a trip to Gallatin Crossing because the last time you were there it was still mostly construction fencing, this is the fall to go back and see what the property actually decided to become.
Curious how retail growth like this shapes property values and demand across Bozeman's neighborhoods? Shawna Winter tracks these shifts as part of the daily work of representing buyers and sellers across Big Sky and the greater Gallatin Valley. Reach out to schedule a private consultation or request a home valuation.
