14/12/2011 - 10:35

National labels bolster Harbour Town brand

14/12/2011 - 10:35


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National labels bolster Harbour Town brand

Harbour Town’s mini makeover is nearing completion as centre owner Lend Lease seeks to raise the profile of the outlet shopping centre.

The new designer precinct on level one already has a number of new national retailers, including Seed, French Connection and Charlie Brown.

A new escalator and lift that will connect directly with the new stores will be operational in time for the post-Christmas sales and high-profile fashion brands Mimco and Rip Curl are expected to launch in the New Year.

The development of the fashion quarter is part of a broader push by Lend Lease to smarten up the Harbour Town brand by aligning it with high-end fashion labels.

The discount centre has always traded well from its city fringe location but retail property specialist Jim Tsagalis said the addition of a suite of new, big name fashion brands was a smart strategy.

“Retailers like Seed will have a true off-price offer at Harbour Town and it preserves the true nature of outlet shopping,” Mr Tsagalis said.

Harbour Town Perth marketing manager Helen Smith said the addition of high end and specialty brands that were popular in the eastern states, including Western Australia’s first Queenspark and Unit stores further strengthened Harbour Town’s status as an all-round shopping destination.

Lend Lease bought Harbour Town in 2010 as part of a bundle of ING Retail Fund assets, including the Lakeside Joondalup shopping centre.


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