The Quayside scheme will transform the waterfront site with outlet retail, leisure facilities, a hotel, new homes and public spaces.
Willmott Dixon is working with Great Yarmouth Borough Council and Rioja Estates on the long-running regeneration project.
The council has assembled the land and secured £20 million from the Government’s Levelling Up Fund.
An open-air outlet village will form the centrepiece of the scheme, with around 70 premium and high street brands.
A separate leisure quarter will feature a cinema, family entertainment, competitive socialising, coworking space and food and drink outlets.
The plans also include a 120-bedroom hotel overlooking The Conge, up to 60 new homes and a multi-storey car park with up to 915 spaces.
Matthew Knight, national head of development (investment) at Willmott Dixon Developments, said: “This is an exciting opportunity to unlock the potential of a key waterfront site, creating new jobs, homes, leisure opportunities and public spaces while strengthening connections between the town centre and waterfront.”
The project will include flood resilience measures, sustainable drainage, green roofs and biodiversity improvements.
Grade II listed buildings at 80–82 North Quay will be retained and reused as part of the regeneration.
Subject to approval in early 2027, enabling works and detailed design will follow before construction starts in 2028. The development is expected to open in 2030.