Retailers set up shop in Melbourne Airport’s T4
A phased opening will begin over the next three months for the 34 new retailers opening at Melbourne Airport’s new $400 million redeveloped Terminal 4 (T4), including Country Road’s first full line airport store, and the second Australian store for Spanish retailer, Desigual.
Other tenants include Country Road’s sister brands, Mimco, Trenery, and Witchery, as well as Victoria’s Secret, Rip Curl, and Amuse Beauty Studio. The retail line-up is the result of research conducted by Melbourne Airport on 23,000 passengers.
The renovated terminal will carry Jetstar, Rex, and Tiger flights within a two level complex. Terminal 4 will also be responsible for significant passenger growth to Melbourne Airport, with more than 20 million passengers expected to pass through Terminal 4 by 2020.
“This development is very much customer-led. We’re bringing the experience and the retailers, which our customers have said they want to see,” Andrew Gardiner, executive – customer Melbourne Airport, told Inside Retail Weekly.
One retailer which stuck out “loud and clear” to Gardiner throughout the customer research was Woolworths SA-owned Country Road, which will open its first full line airport store, housing all three ranges – women’s, men’s and, children’s. Sydney Airport’s Terminal 2 Country Road store operates on a 180sqm footprint, whereas in Melbourne the T4 full line store will be between 250sqm and 300sqm.
Another first-time entrant to the airport will be Spanish retailer, Desigual, with Melbourne T4 to boast one of two stores slated for Australia over the coming months. The second will open later this year at Sydney Airport. Desigual’s debut follows two years of negotiations between the retailer and Melbourne Airport and will be the first travel retail presence for the brand in Australia after opening its first standalone store at The Strand in Melbourne in October 2014.
“We have brought in 34 new stores, and we had 35 stores, so we have effectively doubled the domestic retail business at the airport,” Gardiner said. “There is going to be about 10 million customers through the terminal, and as an overall terminal we operate 24 hours a day, so we’re mindful of which retailers open when. They are all scheduled to be opened in phases over the coming months and will be based on how customers come through the airport.”
The T4 precinct has been designed as a ‘large departure lounge’ centred among the retailers, offering free Wi-Fi and seating for around 1800, encouraging passengers to “eat, shop, and surf,” said Gardiner.
Adding a local touch, Melbourne Airport has also sourced locally known brands including Melbourne-based coffee house, Brunetti; and the Icons Victoria store will showcase regional produce, wine, and gourmet food products.
A ‘cosmetics emporium’ is also part of the redevelopment, including Amuse Beauty Studio, which opened also opened at Sydney Airport earlier this year. Amuse Beauty Studio is a concept that has been developed by LS Travel Retail Pacific, and combines key anchor brands such as MAC Cosmetics and Benefit.
Other LS Travel Retail Pacific concepts, tech accessories chain, Tech2Go; and sunglass retailer, Eye Love; will also open in the terminal. This will be the third Eye Love concept store to open in the Pacific region.
Additional T4 retailers include, Quikshots, Brassiere Bread, Ali Baba, Salsa’s, Boost Juice, McDonalds, Muffin Break, Velocity, Think Asia, Sushi Sushi, Oporto, Chop Salads, Sixpence Pies, WH, Smith, Amcal Pharmacy, Go! Convenience, and Quickfix.