Brand Smart Outlet Mall

Nunawading, Vic

From early 1998 Circa Property was contracted to a development consortium to provide development, leasing, tenancy delivery, asset, project marketing and operational management services for a proposed factory outlet development in Nunawading. Circa Property drove the conceptual development into what became Brand Smart and deliver a retail factory outlet concept to level of professionalism and quality in both design and tenancy offer that had previously never been achieved by other larger developers.

Located approximately 30 minutes east of the Melbourne CBD in one of Australia's strongest "Big Box" precincts, Brand Smart Outlet Mall is the first true purpose built premium factory outlet mall to be developed in Australia.

Launched in November 1999, Brand Smart houses 7,500 sqm of GLA representing approximately 50 factory outlets for a portfolio of leading international brands including Polo Ralph Lauren, Oroton, Calvin Klein, Warners, Esprit, Laura Ashley, Osh Kosh B'Gosh, Jigsaw, Mikasa, Villeroy & Boch, Colorado, Footlocker, Converse, Sheridan and many others.

Embracing a strong branding strategy, Brand Smart has successfully created a new retail medium for retailers and manufacturers alike to manage inventory, enhance branding and to provide a new business opportunity for profit growth. The environment and ambience achieved has broken the traditional mindset concerning factory outlets in Australia and has created a new retail channel that does not negatively impact brand equity.

The launch of Brand Smart has established a new institutional grade property asset that is driving a new and increasing focus from leading Australian and international investment funds.

In May 2000 Tony Rule was appointed the Chief Executive Officer charged with the responsibility of further developing the concept and establishing another 5 to 6 Brand Smart Outlet Malls nationally in larger formats.

Function: Leasing, development, asset and operational management.