New brands flock to outlet centre

MELBOURNE: Branded outlet centre Brand Junction has secured a suite of internationally renowned fashion labels ahead of its mid-year official opening.

MNG, Guess, Laura Ashley, Fila, Russell Athletic, Converse and Diadora have all signed with the centre, with the MNG outlet store the first to open in Melbourne. Meanwhile multi national brand Guess, which operates 700 stores world-wide, has chosen the site for its first outlet store in Melbourne's north east.

University Hill senior retail development manager Mark O'Connell said the new arrivals would join more than 80 other national brands - including Figgins Group brands Mollini, Florsheim, Midas and ShooBiz as well as others such as Rivers, Westco, Lorna Jane and Novo shoes in the centre.

"We are very excited to have GUESS and MNG opening stores at Brand Junction; the commitment of these brands to fashion and accessories fits perfectly with the quality of the outlet centre we are creating at
University Hill," he said.

"Beyond the extensive range of top brands available, Brand Junction will also be a part of a town centre at University Hill [developed by MAB Corporation] which already includes a full line Coles and Priceline Pharmacy and a range of convenience as well as food retailers, and is soon to include a five star Genesis Fitness Centre and medical precinct. An entertainment precinct is being proposed for the final stages and is anticipated to include bars, restaurants, cinemas and other specialty retail."

According to Melbourne based retail consultancy Australian Retail Services, the key to the centre's success lay in geography and retail choice.

"It's the old adage about location, location, location - as well as offering a broad range of recognised brands, alongside other offers such as food and entertainment," said Australian Retail Services managing director Roger Sayers.
Despite the small size of the Australian market there was "always room for another good operator in the branded outlet sector", he added.

According to Mark O'Connell, Brand Junction - which signed media personality and swimming identity Giaan Rooney as the "face of Brand Junction" last September - would benefit from more than 600,000 residents living within a 20 minute drive of the precinct.

These residents spent an estimated $854.7 million on fashion and homewares last year. Limited leasing opportunities were still available at Brand Junction, O'Connell confirmed.

By Belinda Smart