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Brand Depot Opening

By blingblingbears 24 September 2006 34

Since a few months I ago I joined as a Brand Depot Frequent Buyer Club member, I thought I may as well go to check out the pre-opening shopping day for members only, in order to beat the rush on opening day. My intentions were to first wait a few weeks to let the big hype of it all die down and just pop in to see what it was all about, but I must say it was a little too temping for a shop-a-holic like me, so off I went.

Before I get into all the nitty gritty, well what else can I say than it was much more disappointing than I had expected, in fact it stunk – literally! Once I parked my car in the way oversized car park, the walk up to the front door reeked of fresh manure… It was so strong that I had to hold my breath! Once inside, a free hat and a directory was shoved into my hands and away I went…

Layout: it is basically just a huge warehouse with a few walls and windows between the shops – no roofs! So you can hear everything else from the entire centre… every store was playing a different song and it got a little, what’s the word… “over-noised” I suppose. The walkway is one big rectangle and you have to basically walk past every store to get to the toilets, parents room, and “refuel lounge” and back out again. Ok, a smart idea by the management to ensure the shopper walks past every store, but not very practical for someone who is busting for the loo, has a bunch of shrieking kids about to pee themselves, or is dehydrated from the stench of manure out the front and is dying to get a drink! A walkway to cut through the middle would be much more practical. I just can’t believe that the original completion date was June… what took so long to build that they were 3 months late in opening?? Very strange… and you know what? The place isn’t even finished yet – room for another 20 stores is yet to built.

Shopping & Prices: what a huge disappointment! Most of the clothes were absolutely disgusting, and none were at “factory” prices – most were actually at full regular store prices!!… hmm and for some reason I thought that Brand Depot was a “factory outlet”??? Silly me! To add to this disappointment, many stores were not even open (even though they had staff inside chatting and looked fully stocked and ready to go), and these were the ones that looked more promising fashion and price-wise. Other stores that were “open” were for example just a huge grey room with 5 pairs of shoes on either wall – what a joke! You call that a store?? To add to this I noted that many of the store’s cash registers and eftpos machines were out of order – so even if you did find something you wanted to buy… you couldn’t.

Refuel Lounge: the only food choices were pies (at $5 per pie – what a rip off! $5 for a freaking meat pie!!), sloppy subway, greasy Asian, sickening donuts and an overpriced café. Nothing very appealing to say the least.

All in all I found Brand Depot very disappointing and doubt that it will last very long, and after reading the Canberra Times story about the actual opening day I find it very hard to believe that the ATMs ran out of cash and a number of stores had run out of stock. Could it be because the eftpos machines in the stores were not working and that perhaps some of the stores only had a very small handful of items to sell anyways? Also, apparently 3000 cars were parked at the site on opening day – where? There are only 1700 car spots!! I think they are all trying to make the place sound better than it actually is…

So… did anyone else go to the grand opening? What did you think?

What’s Your opinion?

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34 Responses to
Brand Depot Opening
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VYBerlinaV8 10:49 am 28 Sep 06

For basic stuff Ikea is good. We got some standard white bookshelves for the family room for next to nothing a few weeks ago.

That said, I wouldn’t furnish any room that visitors might actually see with their stuff. Still, the founder of Ikea is one of the wealthiest people in Europe, so my guess is that he doesn’t give 2 craps about what we have to say!

Pandy 8:49 pm 26 Sep 06


IKEA you can get Swedish meat balls and bottomless cup of coffee for around $7.

Swedish meat balls, cabbage and boiled spuds. Mmmmmmmmmmmmm.

poppy 8:21 pm 26 Sep 06

I work at the business park and afternoon peak hour traffic has been much worse since the brand depot opened. It now takes an extra 10-15 mins to get into Civic, where I now miss my connecting bus, increasing my travelling to over 1.5 hours in the afternoon. Good thing I’ve got another job anyway – I won’t be considering any jobs located at brindabella business park in the future. It was bad enough as it was!

ant 8:19 pm 26 Sep 06

Quite right, Ikea is terrible. All the discerning people buy furniture from Do-MAYNE. It’s so much more individual! And if you are feeling really avant-garde, you can venture into Freedum.

bonfire 4:34 pm 26 Sep 06
Absent Diane 4:25 pm 26 Sep 06

and what a scarey subspecies that is

Thumper 4:19 pm 26 Sep 06

Valley girl?

Isn’t that a subspecies of Tuggeranong female bogan?

bonfire 4:17 pm 26 Sep 06

yet another benefit to living in canberra.

Smackbang 4:08 pm 26 Sep 06

Well whoever told you that was wrong. There was a rumour that DFO pulled out of negotiations with the airport (Brand Depot was originally going to be the DFO when Ikea pulled out, but even Mr Snow has said that there is no way Ikea would come to Canberra – they need a much bigger population than Canberra and the region to support one of their stores. Ikea is trying to get rid of all its smaller format stores (like Moore Park) and only do the huge stores like at Rhodes. Canberra won’t be getting one of those.

Mr_Shab 4:02 pm 26 Sep 06

Heh – I saw Ikea referred to as “the abattoir of the soul” in the SMH yesterday. Couldn’t agree more.

blingblingbears 3:30 pm 26 Sep 06

apparently we are getting an IKEA out at the airport in the near future… just a little rumour I heard

bonfire 3:24 pm 26 Sep 06

please…. no ikea.

ikea sucks.

its the mcdonalds of furniture.

its where people with no imagination shop.

whoever told you or sold you the notion that spannering together your own furniture is fun should be shot.

in fact any furniture made from particle board should be banned on aesthetic grounds.

the_ruler 1:55 pm 26 Sep 06

Let’s face it there are not great brands. brand Depot can’t get them as DFO have them all and have apparently told them that if they go to Brand Depot they will be pulled out of all other DFOs over Australia.

How much cheaper can Valley Girl get anyway???

James-T-Kirk 9:58 am 26 Sep 06

Anybody christened the bathrooms with their partner yet?

Mr Evil 9:52 am 26 Sep 06

“I went out there today and had to walk a mile to find the bathrooms to start with which was a pain to start with.”

Do they have bathrooms out there? I thought they only had toilets! 🙂

schmerica_ 8:13 pm 25 Sep 06

I went out there today and had to walk a mile to find the bathrooms to start with which was a pain to start with.

And wow! $240 for a jacket? Bargin indeed.

Pandy 8:12 pm 25 Sep 06

What we need is an IKEA. at least they have cheap food and drinks in their refuel lounges.

But thanks for telling me about the $5 pies.

I’ll stick to Paddies and Market City.

Smackbang 3:46 pm 25 Sep 06

> “brand detour”

love it!

Indi 3:02 pm 25 Sep 06

They shouldn’t rush to build in the remaining 20 outlets – allow the current ‘shopfronts’ to produce the goods. If they can’t, bring in a new set of ‘known’ outlets…the place is more like a ‘brand detour’ at this point.

bonfire 1:00 pm 25 Sep 06

The Ct article is perfect example of its ever increasing use of reporting straight from the press release.

No fact checking, no verification of claims – just pretty it up, add the reporters name and print it.

very very lazy.

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