Industry News

Vicinity grows DFO brand with seventh Australian centre

Vicinity Centres has grown its market-leading DFO-branded premium outlet portfolio, with the addition of DFO Uni Hill in Melbourne’s north-east, taking the total to seven DFOs (Direct Factory Outlets) across the country.

As Australia’s cult outlet shopping centre brand, DFO is renowned for being home to favourite brands at up to 70% off year-round and the new-look DFO Uni Hill offers customers more than 90 Australian and international brands.

“It’s an ideal time to welcome DFO Uni Hill as a new addition to Vicinity’s successful DFO portfolio ahead of Black Friday and pre-Christmas trade,” said Daniel Sutton, Vicinity Centres’ DFO Regional General Manager. “We’ve got a clear DFO strategy that differentiates our outlet centres and we’re pleased to have further grown our DFO brand, which we know resonates with our customers as an affordable, designer and brand shopping destination.”

This is now the fourth DFO in Melbourne, joining DFO South Wharf, DFO Essendon and DFO Moorabbin. Vicinity also owns and manages DFOs in Sydney, Brisbane and Perth. In December 2019 Vicinity acquired a 50% interest in Uni Hill Factory Outlets from MAB Corporation and the well-established outlet centre located in Bundoora has now been officially rebranded.

DFO, South Wharf

Along with popular fashion and homewares brands, one of the major drawcards of DFO Uni Hill is its extensive sports and leisure offer, with more than 15 retailers including powerhouse brands Nike, adidas, Puma and Asics. Polo Ralph Lauren recently opened its doors with more luxury brands expected to join the outlet centre, located in Bundoora.

“Since the reopening of metropolitan Melbourne, customer traffic at DFO Uni Hill has grown significantly, up 27% compared to last year and we expect strong visitation over the coming weeks with savvy Melburnians on the hunt for Black Friday bargains and to stretch their wallets further this Christmas,” said Sutton.

For convenience and safety, the centre also offers contactless Parcel Concierge and customers can skip queues with select retailers using SocialQ and virtual queuing technology. DFO Uni Hill will also offer extended opening hours and customers are encouraged to visit early to avoid wait times.

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