Feature Stories

Emporium Melbourne launches new stores post lockdown

Vicinity’s Emporium Melbourne (Emporium) is leaping out of lockdown with a retail recovery plan set to bolster confidence in the CBD thanks to a frenzy of new fashion and food activity.

With restrictions easing across metropolitan Melbourne, the launch of several new and significant boutiques, including national flagship stores for fashion powerhouse KOOKAI and Pandora, reflects Emporium’s show of confidence not only for shoppers to return to physical retail destinations but to the CBD precinct.

Emporium Melbourne Centre Manager, Kate Rooney said success for the centre is built on the stability of diverse retail offering and understands a value-oriented centre is in a better position of enjoying growth in a post-COVID environment.

Diversity in retail offering cements Emporium as the new destination for two new flagship stores

“In April 2021 prior to lockdown, Emporium experienced a 10% increase in foot traffic from Thursday to Sunday which suggests visitors were starting to engage in more social activities in the city and really relish the leisure, entertainment and shopping experience here at the centre”, said Rooney.

“We know consumers still look to physical stores for the ultimate brand experience and to be in a position to welcome an entirely new industry player to the centre along with launching two new flagship stores and several fashion and food boutiques in a post pandemic period is a huge step towards a positive recovery”.

Emporium has established itself as a destination that feeds the functional requirements of its customers as well as their desire to connect, discover and explore the myriad of leisure, entertainment, dining and luxury brand experiences on offer in one place.

KOOKAI will expand its Emporium boutique by more than double its former size

The CBD has long been a key destination for the Melbourne fashion shopper, leading to our decision to expand the KOOKAI Emporium boutique by over double its former size. Our in-house store design team created the space with the urban, style-savvy KOOKAI customer in mind, providing an ambience that’s aspirational, while remaining warm, intimate and inviting. We’re excited to reopen our doors and to provide an in-person experience that’s inspiring and uniquely KOOKAI.” said Rob Cromb, Co-Founder and Managing Director, KOOKAI.

Alongside KOOKAI and Pandora, Emporium further strengthens its retail offering with the launch of the Genesis concept studio, Australian designer Rachel Gilbert, Orange Cube, LKNU Perfumery and Dumplings Plus with a further handful of new brands to be announced soon.

Retail recovery plan to bolster confidence in CBD physical retail spaces

Emporium offers 160 leading international and speciality stores, dining and food boutiques bolstered by exclusive recreation and entertainment offerings including KĀYA Health Club, Fortress Melbourne and the new Genesis car studio.

About the author

Shopping Centre News

Shopping Centre News (SCN) is in the ‘information business’, and is perceived as such by its readers. Daily industry news makes shoppingcentrenews.com.au a must-visit as part of the morning routine for those who want to keep right across the latest retail developments and events, while SCN's premium magazine is the leading publication for the shopping centre industry in Australia and New Zealand.

Known as the ‘industry bible’ SCN is printed five times a year with fascinating, in-depth features and important critical analysis written by known industry insiders as well as the popular ‘Guns’ reports, which ranks Australian shopping centre performances. Shopping Centre News is the only publication in the world that features centre statistics on Turnover, Turnover per square metre and Specialty Shop turnover per square metre for every major centre in Australia.

Add Comment

Click here to post a comment

Advertisement

Advertisement