It’s really happening. Gucci, Moncler, Max Mara and Breitling are among the luxury brands slated to open at Southdale Center beginning later this year.

Burberry, which has long had a shop at Mall of America, will open at Southdale in 2025, along with Watches of Switzerland/Rolex. Tory Burch, kate spade new york, and Coach—high end brands that currently have stores across the street at the Galleria—have also signed on at Southdale on the heels of Lululemon, which was first to make the jump earlier this year as part of mall owner Simon Property Group’s $400 million redo of the nation’s oldest enclosed shopping mall.

“The demographics of Edina and Southdale’s historic significance make this redevelopment a passion point for Simon,” said Jonathan Murphy, co-president of Simon’s Mall Platform, in a statement. He promised additional announcements in the coming months.

Simon, which has owned Southdale since 2007, first announced plans to add more than 20 “luxury and aspirational” retailers to the Edina shopping center eight months ago. Signs on vacant store fronts throughout center court hint that “Something big is coming.” Tory Burch and Lululemon branding is already plastered on construction barriers and a Lululemon temporary shop is now open. Construction is nearly complete on Kowalski’s Market, which will open this spring in the former Herberger’s store space.

A global leader in mall real estate, Simon has the clout to secure iconic luxury brands that have long eluded the Twin Cities. Mall of America built a new wing designed to attract the likes of Gucci back in 2015, but it never panned out and the MOA’s north wing, which still has several vacant storefronts, is now home to fast fashion retailers Zara and H&M.

Southdale represents Gucci’s entré to the Twin Cities. Fashion brands Moncler—known for its $1,750 puffer jackets—and women’s line Max Mara are also new to market along with Swiss luxury watchmaker Breitling.

Southdale confirmed the store openings Friday night, shortly after the Wall Street Journal posted a feature focused on Simon’s redevelopment of Southdale titled “A $400 Million Bet Says This is the Mall of the Future.” In it, Simon Property Group CEO David Simon shared his belief in the viability of malls—particularly ones that are well located and maintained. “There’s very few products in real estate that have that kind of longevity and staying power,” Simon told WSJ. “Malls are resilient as hell.”

The arrival of luxury retail follows a multi-year reinvention of Southdale that started several years ago on the mall perimeter with the development of a freestanding, 60,000-square-foot RH (formerly Restoration Hardware) and a Homewood Suites hotel. Life Time, which opened a fitness and sports club at Southdale in 2019 (there’s a long waiting list to join) as well as co-working space, plans to construct a luxury apartment building on the property. And a Puttshack mini-golf center will open later this year.

The live/work/play model that Simon is now executing is the realization of a vision that Southdale’s architect Victor Gruen described when the mall opened in 1956.