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New DFO Fyshwick will make airport seem “Brand Depleted”

By 5 July 2008 53

DFO CanberraI was made aware of the floorplan (download link) for the new DFO at Fyshwick. It appears that the new DFO complex will have MANY recognised brand name shops and outlets.

I feel somewhat sorry for any (struggling) operators that are locked in to long leases out at the airport as the new DFO complex with its diversity will certainly appear a far more attractive draw card for consumers.  

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53 Responses to New DFO Fyshwick will make airport seem “Brand Depleted”
#1
Pandy9:48 am, 05 Jul 08

Why would I go there to buy clothes?

#2
harley10:03 am, 05 Jul 08

I don’t feel sorry for anyone wrapped up in snowtown…

As a home renovator the purple end actually looks interesting – one place where lots of things are. Melbourne has dozens of places like this, and it makes it easy wondering between ideas, rather than trawling all-over fyshwick, and getting lost in the rent in the space-time continuum that those streets are…

#3
Duke10:17 am, 05 Jul 08

Brand Depot has been brand depleted for some time. I too feel sorry for the operators out there – during the week that place is a ghost town. The $4 all-you-can-eat pasta and free tea and coffee for pensioners all day Tuesday are the obvious harbingers of death.

I do not feel the least bit sorry for Mr Snow however.

#4
ant11:45 am, 05 Jul 08

Wow, that map is an eye-opener. DFO is going to be one busy place when it first opens! Looks like a handy collection of home-style shops down the big end, a bit like the Moore Park centre.

You can bet that Snow won’t suffer, whatever happens. He’s no doubt insulated himself from any downturn; it’s the shops in his Brand Shed that will cop it. He probably has all sorts of contingencies in place for his shed if what’s there now becomes completely unviable.

#5
Gungahlin Al12:01 pm, 05 Jul 08

Harley – laughed at your thoughts. I also have a normally unfailing sense of direction let me down severely in the jumble that is Fyshwick…

It seems from the plans that there are going to be a number of vacancies all over Fyshwick too.

#6
Whatsup12:07 pm, 05 Jul 08

Looks good. Still waiting for IKEA.

#7
ant1:42 pm, 05 Jul 08

I reckon they could’ve had an Ikea there… plenty of room for a shed nearby, should they stop being difficult and come to Canberra.

#8
hk0reduck3:22 pm, 05 Jul 08

I’ve never heard of Clive Anthony’s before, turns out it’s JB-HIFI’s version of a whitegoods store.

T17 Clive Anthony’s – http://www.cliveanthonys.com.au/
T12 JB-HIFI – http://www.jbhifi.com.au/

I bet your mind is blown now.

#9
abc4:12 pm, 05 Jul 08

They’re going to keep building at the airport…. Toys R US apparently landing after yet another building is built.

#10
harley4:31 pm, 05 Jul 08

abc said :

They’re going to keep building at the airport…. Toys R US apparently landing after yet another building is built.

I am told the concrete at Brand Depot is strong enough to hold a Boeing 747, and the building itself has no internal pillars…

I wonder why a building big enough for a 747 has concrete thick enough for one… I’m sure it’s just a coincidence, and has nothing to do with any long-term plans for a 24/7 freight hub at all…

#11
JC5:34 pm, 05 Jul 08

Brand Depot was always going to be the poor cousin. The operator of DFO is a major player who had all the majors signed up from day one. Snow only built Brand Depot as a spoiler, same too with his court case after he lost the auction for the land.

#12
heinous6:28 pm, 05 Jul 08

I wonder why a building big enough for a 747 has concrete thick enough for one… I’m sure it’s just a coincidence, and has nothing to do with any long-term plans for a 24/7 freight hub at all…

harley,

How could a nice man like Mr Snow be so deceptive an tricky with us all? LOL.

#13
heinous6:40 pm, 05 Jul 08

Looks good. Still waiting for IKEA.

Whatsup,

There is still hope for you because the DFO is only half of the development, across the road form it they are building a http://www.homemakerhub.com.au. Does anyone have a map for this one?

#14
heinous6:45 pm, 05 Jul 08

I bet your mind is blown now.

hk0reduck,

I heard that they are planning to build a http://www.wowwicked.com.au on the old Allens site in Fyshwick which should blow your mind and some.

#15
missjill7:01 pm, 05 Jul 08

Are JB Hi-Fi still around? Fletcher Jones? Hey, but what would DFO be without a discount rug store!

#16
bigfeet7:11 pm, 05 Jul 08

When will this wonder-of-wonders open its doors?

#17
Vic Bitterman7:26 pm, 05 Jul 08

I love visiting Rays Outdoors when in Melbourne – glad to see one coming here!!

#18
bd847:37 pm, 05 Jul 08

heinous said :

I bet your mind is blown now.

hk0reduck,

I heard that they are planning to build a http://www.wowwicked.com.au on the old Allens site in Fyshwick which should blow your mind and some.

The last building application for that site was for a giant children’s fun house place, that was last year and not much has happened since to my knowledge.

As for this place, it’s got pretty much the same as every major shopping centre in canberra bar a few new interstate newcomers. It will probably struggle as much as brand depot once the novelty wears off. It will also be interesting to see what closes in fyshwick where there are double ups of retailers.

#19
bigfeet7:45 pm, 05 Jul 08

bd84 said :

As for this place, it’s got pretty much the same as every major shopping centre in canberra bar a few new interstate newcomers. It will probably struggle as much as brand depot once the novelty wears off.

But won’t it have the end of run, end of season etc at much cheaper prices than the ones at Westfield? Thats what I assumed anyway.

#20
Felix the Cat7:55 pm, 05 Jul 08

It certainly blow Brand Depot away with the variety and number of stores. A far better location too is Fyshwick, rather than the Airport.

#21
gun street girl8:06 pm, 05 Jul 08

bigfeet said :

bd84 said :

As for this place, it’s got pretty much the same as every major shopping centre in canberra bar a few new interstate newcomers. It will probably struggle as much as brand depot once the novelty wears off.

But won’t it have the end of run, end of season etc at much cheaper prices than the ones at Westfield? Thats what I assumed anyway.

Yep, that’s how DFO works in Sydney. If you want to stock up on cheap stuff, and you’re willing to filter through a lot of rubbish stock, you can usually find a few good buys.

#22
skaboy128:21 pm, 05 Jul 08

bd84 said :

heinous said :

I bet your mind is blown now.

hk0reduck,

I heard that they are planning to build a http://www.wowwicked.com.au on the old Allens site in Fyshwick which should blow your mind and some.

The last building application for that site was for a giant children’s fun house place, that was last year and not much has happened since to my knowledge.

As for this place, it’s got pretty much the same as every major shopping centre in canberra bar a few new interstate newcomers. It will probably struggle as much as brand depot once the novelty wears off. It will also be interesting to see what closes in fyshwick where there are double ups of retailers.

Does anyone know who is managing this site?? I need to chat to them.

#23
les9:18 pm, 05 Jul 08

has anyone noticed Snow’s clever marketing trick – if you google “DFO Canberra”, as I did hoping to find out when we might expect it open, google asks if you might also like to search for “Brand Depot Canberra” and provides handy links…

#24
missjill9:37 pm, 05 Jul 08

les said :

has anyone noticed Snow’s clever marketing trick – if you google “DFO Canberra”, as I did hoping to find out when we might expect it open, google asks if you might also like to search for “Brand Depot Canberra” and provides handy links…

I just did this search, and noticed the Wikipedia link to Canberra International Airport. First para tells me that it was opened in 2004, but there are no current international flights, except for one to Fiji way back when. Red cheeks.

On Brand Depot. I went there once, only to have to run 8.6 km’s to the nearest and only public toilet, which was conveniently located along runway 16 North-North-West of the food court.

The two year old couldn’t wait that long, and well, needless to say, the trail of wet footprints was hilarious. No danger of any slipping accidents though, as the place was empty. :)

#25
bigred10:02 pm, 05 Jul 08

Is there a 2CA T shirt shop setting up there? If so, next to a BnT I hope.

#26
Morgan12:01 am, 06 Jul 08

missjill said :

Are JB Hi-Fi still around? Fletcher Jones? Hey, but what would DFO be without a discount rug store!

JB Hifi, what planet are you on? There is a huge store in the Canberra centre.

Fletcher Jones have three stores in Canberra, the one in the city has been in the same location for years.

#27
heinous8:39 am, 06 Jul 08

The last building application for that site was for a giant children’s fun house place, that was last year and not much has happened since to my knowledge.

Yes I saw this one as well, however there has been another more recent one that show three businesses on the site. The kids fun house, WOW Sight ‘n Sound and another un-let premises. The plan (on the billboard outside the developmental) shows a 2 story building on the present car park. They have just started construction.

#28
ant10:24 am, 06 Jul 08

heinous said :

I wonder why a building big enough for a 747 has concrete thick enough for one… I’m sure it’s just a coincidence, and has nothing to do with any long-term plans for a 24/7 freight hub at all…

harley,

How could a nice man like Mr Snow be so deceptive an tricky with us all? LOL.

Indeed! Fact is, I think we’ve all learned to take everything he says and does with a bagful of salt, and look for what he’s really up to.

#29
jvb10:36 am, 06 Jul 08

heinous said :

I wonder why a building big enough for a 747 has concrete thick enough for one… I’m sure it’s just a coincidence, and has nothing to do with any long-term plans for a 24/7 freight hub at all…

harley,

How could a nice man like Mr Snow be so deceptive an tricky with us all? LOL.

Just to balance some of the negative comments about the Snows, have a look at the Snow Foundation. A very worthwhile charity http://snowfoundation.org.au/aboutus.htm

#30
missjill11:21 am, 06 Jul 08

Morgan said :

JB Hifi, what planet are you on? There is a huge store in the Canberra centre. Fletcher Jones have three stores in Canberra, the one in the city has been in the same location for years.

My name is Sam Tyler. I had an accident, and I woke up in 1973. Am I mad, in a coma, or back in time? Whatever’s happened, it’s like I’ve landed in a FJ store. Now maybe if I can work out the reason, I can get home.”

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