Marcel Sultan, Director Retail Leasing at Mirvac, explores how experience-led retail, omnichannel expansion and community connection are reshaping Australian shopping destinations in 2026.
Retail has fundamentally shifted – it’s no longer just about transactions; it’s about creating destinations where people genuinely want to be. The consumer mindset has evolved: shoppers don’t simply want to buy; they want to belong. We are seeing physical retail shift toward fostering connection and community, with digital channels serving the convenience aspect.
In 2026, Australian retail will be defined by brands mastering omnichannel expansion and building authentic customer connections through immersive, experience-driven destinations that bring together shopping, dining, culture, and community spaces. At Mirvac, we’re proud to be at the forefront of this evolution, curating environments that foster genuine engagement and a sense of place.
Several standout brands are leading this charge. Adore Beauty is making a bold move from online to physical retail with a data-driven approach, having opened their first NSW store at Broadway Sydney. Yo-Chi exemplifies Gen Z retail – the frozen yoghurt chain has transformed into evening social destinations, not just daytime treats, with a new store soon opening at Kawana Shoppingworld on the Sunshine Coast.
In activewear, Amer Sports brands like Salomon and Arc’teryx are expanding, with Salomon opening its first NSW outlet at Birkenhead Point mid this year. Homegrown brands LSKD and Elite Eleven, both with cult followings, continue their expansion trail. Youth fashion brand Princess Polly is also confirming more physical stores nationwide and you can never go past the juggernaut that is Mecca ‘magic’ – who continues to revolutionise retail with the fun, accessible and experiential.
The thread connecting these brands? They understand that curating what customers want isn’t just strategy – it’s survival. At Mirvac, we are committed to delivering places where people can connect, have fun, recharge, and, importantly, where both our partners and customers can experience retail redefined.
- This article by Marcel Sultan, Director Retail Leasing at Mirvac was first published in SCN magazine – Big Guns 2026 edition
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