Emporium Melbourne has marked a major milestone – surpassing $500 million in MAT for the first time in its decade-long history. This achievement reflects not only the centre’s resilience through extraordinary challenges but also its bold strategy for growth and reinvention in a rapidly evolving landscape.
For the first time in its ten-year history, Emporium Melbourne has passed the $500 million MAT milestone, a testament to its status as the beating heart of Melbourne’s retail and cultural landscape.
From its glittering launch in 2014, Emporium set the benchmark for premium retail. Five years of strong performance followed, before the world shifted overnight. The impact of COVID-19 was immediate and profound, and nowhere felt it more than Melbourne’s CBD. The closure of non-essential retail, prolonged lockdowns and the shift to remote work reshaped the city. And with a lease cycle placing many brands at a crossroads in late 2019 and early 2020, Emporium faced a perfect storm.
A bold recovery strategy
With a high concentration of premium and flagship brands, Emporium Melbourne was among the hardest hit, but the vision never wavered. The asset team pivoted fast, working alongside retailers to stabilise and future-proof the centre. Complex lease negotiations, extensive support for retailers, and a commitment to experience-led retail laid the groundwork for recovery.
When Myer relinquished 6,000m2 on Level 4, the team saw opportunity, not setback. It would take until November 2023 for Rebel’s flagship to open, followed by coworking facility JustCo in May 2024, but it was worth the wait.
As Melbourne CBD’s flagship store, Rebel is a major traffic driver to the top floor of the centre, while JustCo boasts occupancy averaging 90 to 95%. Meanwhile, Fortress Melbourne, occupying 2,700m2, Australia’s largest video gaming venue, had only been open for four days before the first lockdown hit. Yet through persistence, it has carved out a loyal following, proving that innovation thrives in Melbourne’s heart.
Holding firm on premium retail
By 2021, the leasing strategy was clear; Emporium Melbourne would double down on curated, first-to-market and flagship experiences, no compromises. The right brands were worth waiting for. The momentum kicked off with Kookai and built from there.
The year 2022 saw Seed, The NBA Store, Scanlan Theodore, MUJI, LukFook Jewellers, and an expanded Victoria’s Secret join the mix. Then 2023 brought Hai Di Lao, Zimmermann and Rebel, alongside expanded flagships for Lululemon and UNIQLO.
By the close of 2023, footfall had surged back to 18 million (just two million shy of 2019), MAT had exceeded $400 million and Emporium was buzzing once again. The pipeline remained strong, with deals for Arc’teryx, Ksubi, On and Coach well underway.
A thriving house of Melbourne
Fast forward to today, and Emporium Melbourne is not just back, it’s stronger than ever. Foot traffic has surged to 20 million, sales have hit the half-billion-dollar mark, and an exciting shift in consumer behaviour is emerging: weekends are now the new peak shopping days, while Mondays and Fridays remain quieter.
In 2025, the focus is stability and evolution.
The Level 3 Cafe Court is being reimagined, the Lower Ground Urban Kitchen is evolving, and with the unwavering backing of our JV partners, the centre is poised for continued success.
Emporium Melbourne has always been more than a retail space, it’s positioned as a retail destination for curated experiences and will continue to be the city’s stage for style, culture and community.
This article by Gordon White, Centre Manager at Emporium Melbourne is featured in the latest edition of SCN magazine.
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