Harbour Town Premium Outlets on the Gold Coast has continued to strengthen its positions as one of Australia’s retail powerhouses, surpassing $600 million in annual retail sales over the 12 months to September 2025 – the strongest result in the centre’s 26-year history.
It’s been a transformative period for Harbour Town, which has strategically evolved beyond its original outlet model into a lifestyle destination defined by experience, design and sustained investment. Co-owners Lewis Land and Vicinity Centres have built on their partnership, established in 2021, to enhance the centre’s performance, introducing new brands, elevating the environment and reshaping the customer journey to meet changing shopper expectations.
Meredith Hayes, Lewis Land Head of Retail, said of Harbour Town’s record performance, “Shoppers are looking for exceptional value and quality brands, and Harbour Town continues to deliver,” she said. “This result speaks to the strength of outlet retailing and our commitment to evolving the experience for our customers.”
The centre’s success has been supported by a balance of premium and accessible retail, as it has welcomed new stores and expanded five existing retailers over the past year. From luxury fashion houses to activewear, family favourites and homewares, the mix reflects the diversity of Harbour Town’s customer base – locals, tourists and day-trippers all seeking quality and value in one open-air setting.
Vicinity Centres’ General Manager Property Management, Rosemary Condron-Calic, said the partnership between the two groups continues to drive growth across all metrics. “Our ability to attract new brands and create engaging shopping experiences is driving growth and reinforcing Harbour Town’s reputation as a must-visit destination,” she said.
Transforming spaces: The Convenience Mall upgrade
That reinvestment took shape in 2024 with the completion of Harbour Town’s $7 million Convenience Mall, which included an ambience upgrade of the southern section of the centre between JB Hi-Fi and the Fruit Market, extending to the area adjacent to the Harbour Town Eats water fountain. The project, which began in mid-2024, upgraded the centre’s oldest areas and brought it in line with the modern biophilic design seen throughout the rest of the precinct.
The redevelopment introduced two new dining and food kiosks, revitalised flooring, added new landscaping, additional shaded seating and a courtyard outside Woolworths, replacing the previous fountain. The new space connects the convenience end of the centre with the hospitality energy of Harbour Town Eats.
Centre Manager Greg Day said the upgrade has transformed what was once a transitional space into an area that invites shoppers to pause and enjoy the surroundings. “We were excited to give the southern part of the centre the upgrade it deserves,” he said. “This is one of our busiest entrances, and our customers deserve a premium experience every step of the way – from picking up groceries to enjoying a meal. It’s now a seamless extension of Harbour Town’s modern design language.”
The upgrade has improved comfort and pedestrian flow while adding new food and beverage options and creating a more consistent look across the centre. The refreshed design brings the precinct in line with current retail trends and reflects the continued evolution of the outlet model on the Gold Coast.
Experiential retail and cultural innovation
Harbour Town Premium Outlets is preparing to roll out a new retail and lifestyle concept aimed at setting a new benchmark for Australian shopping centres. The centre has received $74,532 in funding from the City of Gold Coast to develop a First Nations Bush Tucker and Wildlife Experience, an immersive cultural and environmental program designed to engage and educate international visitors.
The project will celebrate Australia’s Indigenous heritage and natural biodiversity through a guided, sensory experience that showcases native flora, fauna and bush foods. Developed in collaboration with local First Nations communities, the initiative aims to deepen visitors’ connection to place.
Since opening in 1999, Harbour Town has played a defining role in Australia’s outlet retail sector. As the nation’s first large-scale outdoor outlet centre, it set the standard for integrating international brands with Queensland’s open-air lifestyle. The introduction of the Harbour Town Eats precinct marked the next phase of that evolution, broadening the centre’s focus to include dining and entertainment alongside traditional retail.
The centre is home to more than 200 retailers, including global brands such as Coach, Ralph Lauren, Tommy Hilfiger, Nike, Adidas and Calvin Klein, alongside iconic Australian brands and specialty retailers. Its open-air design and resort-like atmosphere make it a standout not only on the Gold Coast but across the national retail landscape.
Hayes said the outlet model’s evolution continues to play a critical role in Harbour Town’s success. “Outlet shopping has evolved beyond the end-of-season sale. It’s now about discovery and experience and offering a space where customers can access the brands they love at great prices, but also enjoy the process of being here,” she said. “That balance between value and enjoyment is what keeps people coming back.”
This focus on design and experience has proven essential in a market where consumers are more discerning and digitally empowered than ever. Harbour Town’s open-air layout, modern landscaping, and social energy have positioned it as a lifestyle destination for shopping and downtime.
Looking ahead
With annual retail sales now exceeding $600 million and major capital works complete, Harbour Town is poised for its next phase of growth.
Group Marketing Manager Tanya Demaria said Harbour Town’s formula for success lies in its forward momentum. “The Harbour Town team has worked tirelessly to create an environment where retailers thrive and customers keep coming back,” she said. “It’s a model built on long-term investment, collaboration and a deep understanding of what today’s shoppers truly value.”
For Harbour Town Premium Outlets, that formula is clearly paying off. What began as an innovative experiment in outlet shopping has evolved into a destination that continues to set the benchmark for the future of open-air retail and outlet shopping in Australia.
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