A renowned national furniture and home living brand, James Lane, has recently secured a lease at the Primewest Geelong Gate Centre in Corio, marking its first venture into regional Victoria. This move signifies the brand’s strategic expansion into new markets beyond metropolitan areas.
The Primewest Geelong Gate Centre, located at 470-490 Princes Highway, Corio, serves as the ideal setting for James Lane’s foray into Geelong’s retail landscape. Positioned at the main northern entrance to Geelong, this single-level retail development enjoys high visibility and accessibility off the Princes Freeway, enhancing its appeal to both local residents and passing traffic.
With a well-established presence boasting 29 stores across Victoria, New South Wales, Queensland, and South Australia, James Lane’s decision to establish a foothold in Geelong reflects the city’s growing prominence as a retail destination within the region.
Chris Parry, a partner at Leedwell Property, facilitated the lease transaction, which attracted significant interest from multiple retailers seeking to secure space within the coveted Primewest Geelong Gate Centre. The former occupant, Harpers Bathrooms, paved the way for James Lane’s entry into the premises, aligning with the evolving retail landscape and consumer preferences.
Geelong’s retail sector is experiencing a surge in demand for quality retail spaces, driven by the city’s rapid growth and evolving consumer behaviors. This trend has sparked heightened competition among retailers vying for prime locations in Geelong, underscoring the city’s appeal as a lucrative market for expanding brands seeking to capitalize on its flourishing economy.
The impending launch of a large format retail development at 50 School Rd, Corio, further underscores Geelong’s status as a burgeoning retail hub, with agents actively seeking tenants for the upcoming project. The appetite for retail spaces in Geelong remains robust, fueled by population growth, urban development, and shifting shopping habits post-pandemic.
Geelong Gate, constructed around 2010, boasts a diverse tenant mix and a substantial gross lettable area, housing prominent brands such as Freedom Furniture, Fantastic Furniture, Chemist Warehouse, BCF, and Derrimut Gym. The center’s strategic location and established anchor tenants position it as a sought-after destination for retailers seeking high visibility and foot traffic.
Gartland, a leading commercial agency in Geelong, is spearheading the leasing campaign for three showrooms at 50 School Rd, Corio, offering flexible floorplans to accommodate varying retailer needs. The development’s anticipated completion in the third quarter of 2024 has already garnered strong interest from national furniture chains, signaling sustained demand for retail spaces in Geelong.
Adam Farrell, a commercial leasing agent at Gartland, anticipates that the new showrooms will attract established national retailers keen on leveraging Geelong’s thriving retail landscape. The development’s proximity to existing retail establishments and its accessibility off the Princes Highway positions it as a prime location for retailers looking to tap into Geelong’s growing consumer base.
As Geelong continues to evolve into a dynamic retail destination, the influx of national brands like James Lane underscores the city’s appeal as a strategic market for retailers seeking to expand their presence and cater to the region’s burgeoning consumer demand. The city’s retail sector is poised for further growth and diversification, driven by ongoing urban development and changing consumer preferences.
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