Waterloo’s Retail trade area is over 60,000 in population, making the Waterloo market very attractive to retailers. Waterloo offers a small-town atmosphere with consumers that have disposable income teamed with educated sensibility. With a healthy mix of both retirees and families with school aged children, Waterloo is composed of all different types of lifestyles. Located just 20 minutes from downtown St. Louis, Missouri, Waterloo offers the perfect combination for those who desire a slower, simpler lifestyle, yet still want access to metropolitan amenities.