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Tag: chadstone

  • Adidas Reopens 569-Square-Metre Chadstone Store Under Home of Sports Concept

    Adidas Reopens 569-Square-Metre Chadstone Store Under Home of Sports Concept

    Adidas reopened its Chadstone store in Melbourne with 569 square metres of selling space, making it the first location in the region built around the Home of Sports concept.

    The store returned to trading following a three-month renovation designed to expand floor capacity and introduce new merchandising layouts.

    Customisation and Footwear Ranges

    Part of the expanded floor plan houses a dedicated Originals shop-in-shop, using the brand’s Collection V2 design for the first time in the Australian market. Two main footwear walls show inventory spanning running, training, football and lifestyle lines.

    Shoppers can also use a dedicated Made for You counter near the point of sale. The station applies heat-pressed patches and personalised name sets directly onto apparel and shoes during purchase.

    Foot Traffic and Format Rollouts

    Securing prime space matters for sportswear operators chasing high-volume sales. The Chadstone shopping centre draws more than 22 million visitors each year, giving the brand direct exposure to one of the highest-density retail corridors in the country.

    Sportswear majors across Asia-Pacific continue to replace standard mall units with larger experience-led stores that combine performance categories with lifestyle streetwear under one roof. Nike and Puma have followed similar paths across regional gateway hubs, using flagship remodels to push direct-to-consumer sales and higher-margin personalised gear.

    The business opened the upgraded doors with a weekend roster of local pop-up collaborations, with attention now turning to how the Home of Sports layout performs ahead of wider network updates across Australia.

  • Strandbags unveils new retail store experience at Chadstone

    Strandbags unveils new retail store experience at Chadstone

    Luggage and handbag retailer Strandbags launched a new concept flagship store in Chadstone Shopping Centre over the weekend – the first step in a new bricks-and-mortar strategy which will see some stores triple in size over the next three to five years.

    With handheld payment devices freeing up staff and digital screens showing video and digital content, the Chadstone flagship store is Strandbags’ effort to deliver a world-class shopping experience.

    Strandbags managing director Felicity McGahan said the store was fitted to be unique and engaging, but also to give customers the freedom to shop for what they want, how they want, when they want.

    “Digitisation is giving the customers complete control. They’re in control of us, they’re savvy,” McGahan said.

    “Sixty-four percent of our customers have already researched online before they walk into our stores. So, how do we create a space that supports that? Where they can come in and really engage with the brand?

    “We’ve got to give them a reason to get off the couch and come in-store, and not let them down when they get in there. Trying to find that balance has been really important.”

    According to McGahan, the Chadstone flagship is the first in a new line of Strandbags stores, underpinning a complete redesign and refresh of the core brand.

    Contrary to many of its peers, this refresh is not part of a turnaround strategy, or an effort to stave off slowing sales – with the business selling a handbag every five seconds, a wallet sold every six seconds, and a suitcase every 12 seconds.

    “There’s a saying: The time to fix the roof is when the sun’s shining,” MacGahan said.

    “It’s not a broken business, and I’ve spent a lot of time understanding what makes it successful. This is about evolution. We’ve got to keep moving, keep changing. Retail is changing, and the experience is very important.”

    The luggage retail market is growing at a rate of five percent year-on-year, according to McGahan, which has enabled the brand to quietly grow its footprint.

    In the last year, Strandbags has up-sized 25 of its stores and is looking to do the same across many more over the next three to five years with the improvements seen in the Chadstone flagship to be rolled out across its store fleet.

    “We see a mega-store opportunity. We see large stores as well, and then obviously core stores as well. Chadstone is just another proof point to say that this is the right strategy,” McGahan said.

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  • Chinese discount merchandise chain Miniso plans 100 stores in Australia

    Chinese discount merchandise chain Miniso plans 100 stores in Australia

    Chinese discount merchandise chain Miniso says it expects to have 100 stores trading in Australia by the end of next year.

    “Australia is a key country in the world for the rapid expansion of Miniso,” said Miniso Australia VP Richard Li.

    “Our chain of stores opened in Australia include outlets in some of the country’s top shopping centers, including Chadstone in Melbourne and Westfield Parramatta, with a further 68 openings planned over the next 15 months.”

    So far the company has 32 stores trading Down Under. It recently reached the 100-market milestone in its global rollout program. It has 3869 stores open worldwide, and last year posted turnover of US$2.5 billion.

    Miniso has just launched a range of up to 600 lines of Marvel merchandise.

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