DFO wins the war

johnboy 25 February 2011 24

DFO

The Canberra Times brings word that the Airport’s Brand Depot factory outlet is surrendering in the long war against Fyshwick’s DFO.

Brand Depot at Canberra Airport is closing, ending one of the territory’s fiercest retail wars.
Airport managing director Stephen Byron said a third of the 75 discount shops were vacant and four more shops would close over the weekend, while traders say 24 will go over the next three weeks.

Mr Byron said in the depressed retail industry, the factory outlet model’s failure was widespread.

Majura Park, however, lives on with the Costco monster about to open and active advertisement underway.


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24 Responses to DFO wins the war
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Davo111 Davo111 11:08 am 25 Feb 11

Last week i went to both DFO and Brand Depot early in the morning.

Brand Depot, there was a lot of kids being dropped off at the playgroup there, and then it was like a ghost town. After walking around the place, i spotted 3 other shoppers.

DFO, this was on a weekend and it still looked low on numbers. There were a few people in each store, but also almost empty. The walkways were uneventful – didnt need to dodge in and out of other people to get around like last year.

I’ll give DFO a few more months before it shuts down.

Chaz Chaz 11:14 am 25 Feb 11

It was a good idea in theory, but I don’t recall seeing “factory outlet” prices. No wonder it failed

Gantz Gantz 11:17 am 25 Feb 11

What will happen to the toys r us there?

Erg0 Erg0 11:29 am 25 Feb 11

I am Jack’s complete lack of surprise.

DFO was pretty busy when I stopped in a couple of times during January, it may just be suffering a post-holiday lull.

Pommy bastard Pommy bastard 11:34 am 25 Feb 11

The big downfall for Brand depot was the lack of big name brands they attracted.

p1 p1 11:36 am 25 Feb 11

Chaz said :

It was a good idea in theory, but I don’t recall seeing “factory outlet” prices. No wonder it failed

Can’t help but feel this is a large part of their problems. That and two massive identical facilities trying to exist side by side in the same market.

DeadlySchnauzer DeadlySchnauzer 11:47 am 25 Feb 11

– brand depot. fail.
– majura park offices. fail. (Massive overcapacity, lots of empty space).

honestly the airport must make an absolute bucket load to subsidise these monumental failures. but don’t worry, the upcoming freight hub and international airport will be fine. just look at the snowsters brilliant track record.

roshen roshen 11:59 am 25 Feb 11

I’m guessing several stores from Brand Depot will move over to the DFO since there’s still quite a few vacant spots there, so in theory that should help keep the DFO alive.

I wonder if Costco will consider stopping it’s construction and take out the Brand Depot building instead.

harvyk1 harvyk1 12:05 pm 25 Feb 11

It is of no surprise that brand depot has (or is about to) closed…

It is in the middle of no-where, where for a long time had limited public transport options, where you could buy the same stuff that they are selling at numerious other more convenient locations around Canberra, for pretty much the same price.

I expect the building will be turned into Mr Snows freight warehouse. I think it’s a little close to the runway to be used as an additional passanger terminal, but it is of a nice size and construction for a freight terminal.

EvanJames EvanJames 12:09 pm 25 Feb 11

It is a shame. I liked Brand Depot. I liked the peace and quiet, but the attrition rate with shops was a concern. The kitchen shop is the best in Canberra. They have a bit of a community there, the shop people look out for each other, guard each others’ shops while they go to the loo, and often can be seen in little groups chatting. I’m sad it didn’t work.

Supa-Barn is leaving when their lease is up, they’re angry about CostCo and I suspect didn’t do as well as they hoped to. With the loss of critical mass, you might see the other retailers out there doing the same soon. The only business going gangbusters is McDonalds.

Beserk Keyboard Warrior Beserk Keyboard Warrior 12:18 pm 25 Feb 11

I always thought Factory Outlet malls were a bit 1990’s.

Holden Caulfield Holden Caulfield 12:26 pm 25 Feb 11

Chaz said :

It was a good idea in theory, but I don’t recall seeing “factory outlet” prices. No wonder it failed

The Puma outlet at DFO is generally pretty good in that regard.

sexynotsmart sexynotsmart 12:54 pm 25 Feb 11

This tweet made me laugh:

realcanberra realcanberra
Brand Depot to close down. Planespotter guy angry, now has to pay parking costs at #canberra airport. Clangs soup thermos in protest

midnight midnight 7:25 pm 25 Feb 11

Ikea should open up there given it’s about to be empty.

PJCanberra PJCanberra 7:05 am 26 Feb 11

Such a shame. If Brand Depot had only been built in a different location maybe it would have done better. DFO is good but at least Brand Depot had a variety of different shops and was cheaper for low income earners.

PJCanberra PJCanberra 7:06 am 26 Feb 11

midnight said :

Ikea should open up there given it’s about to be empty.

Agree! Ikea is a fantastic idea, and the capital city should have one!

JC JC 8:58 am 26 Feb 11

Pommy bastard said :

The big downfall for Brand depot was the lack of big name brands they attracted.

Hardly surprising considering DFO had all the big names signed up before hand. Brand Depot was just built as a spoiler because Snow didn’t get his hands on the DFO site.

JC JC 9:01 am 26 Feb 11

DeadlySchnauzer said :

– brand depot. fail.
– majura park offices. fail. (Massive overcapacity, lots of empty space).

honestly the airport must make an absolute bucket load to subsidise these monumental failures. but don’t worry, the upcoming freight hub and international airport will be fine. just look at the snowsters brilliant track record.

But if you listen to the people who run the airport the airport side of the business makes nothing, hence why they have no option to build shopping and office space. Makes you wonder what effect all this has had on developments where developers have had to play by the rules, whereas at Snowtown these have been able to get away with massive developments without any consideration for the territory as a whole.

fgzk fgzk 9:53 am 26 Feb 11

Brand Depot always reminded me of a freight hub.

hairy nosed wombat hairy nosed wombat 5:57 pm 26 Feb 11

So we went out to Bland Depot, with a view to getting a few prize entrails from the steaming carcass that remained.
We were however surprised. While a number of shop fronts were empty, there was enough life in the old girl to kick me in the hip pocket.
A couple of shops said they had long term leases and were not intending on going anywhere. Another had a sign in the window saying they were moving in April.
One shop said they were definitely not moving.
What is happening out there? Who knows. But there number of other vultures (aka bargain hunters) out there, The traders may be able to pay their rents for this month.

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