The George opens near the Fayetteville mall

A four-story, 211-unit luxury apartment complex recently opened south of the Northwest Arkansas Mall in Fayetteville. The George at 682 E. Georgetowne Square Drive was co-developed by St. Louis-based Profusion Private Asset Fund and LCG Capital Management.

Formerly known as The Claude, it’s expected to be the first of more than $100 million in wellness-focused developments in Northwest Arkansas.

“We aim to thoughtfully expand this wellness-driven concept into other communities across the region, including Bentonville and Rogers, bringing a lifestyle centered on balance, connection and elevated everyday living — while keeping prices attainable,” said Rob Goltermann, CEO of LCG Capital Management. “Northwest Arkansas continues to experience incredible growth, and we’re excited about the long-term opportunities that brings. As with any rapidly developing region, infrastructure planning and timing play an important role in shaping when and where new communities take shape. We’re actively monitoring those dynamics and remain committed to identifying the right opportunities to expand in a way that aligns with both community needs and our brand standards.”

In September 2024, the city of Fayetteville issued two building permits with a combined value of $34.67 million for the multifamily development on Georgetowne Square Drive.

The George comprises a mix of studio to three-bedroom units. Amenities include a pool, two-story fitness center, yoga and meditation rooms, and a spa with a sauna and cold plunge.

Fayetteville-based Buffalo Builders is the contractor. St. Louis-based Keeley Properties is the property manager.