Inside story: how Vicinity helped Trinny London find a home in Melbourne CBD

Vicinity’s Leasing and centre teams are well-versed in supporting retailers, whether it’s in helping them grow, connecting with new audiences, or launching into a market for the first time.

With robust insights and a data-led approach combined with extensive local market knowledge, Vicinity’s teams are able to find the right space for retailers to help achieve their goals, notably with Luxury Escapes and Saccas Fine Foods.

Now it’s the turn of Trinny London.

To find out how the team supported the UK skin and makeup brand, we caught up with Mall Leasing executive, Gabrielle McAsey and Leasing Executive, Danielle Nohra to learn more.

Hi Danielle, Gabrielle. First thing's first, who is Trinny London?

Trinny London is a skin and makeup brand that has grown exponentially In the UK and US markets. They have been wanting to expand in Australia and have been looking for an appropriate space in Melbourne CBD for the past couple of years.

And, what makes them an interesting retailer for Vicinity?

Trinny London has grown exponentially since 2018 and are backed, branded, and endorsed by entrepreneur Trinny Woodhall, so they have great presence.

Trinny has created a 'Trinny tribe' that shares the passion and love of the products and services Trinny London provides, collecting makeup and skincare that stacks for easy storage.

It's a brand that has proved successful overseas and has all of the credentials to be successful in Australia having already built up a level of customer interest online.

So, Trinny London was online and now they've expanded to a physical store at Emporium Melbourne?

That's right! Trinny London wanted to be in a Melbourne CBD location that had fashion conscious customers and a premium feel, so on the face of it, with Emporium Melbourne’s premium retail mix with international flagships and leading Australian designers, we were a perfect match.

The challenge was that we had zero vacancy across mall leasing in Emporium Melbourne – all of our spaces were taken! But we knew our customers would love having Trinny London and Trinny London could establish itself successfully in our centre, so we had to find a solution.

When we have a problem like this, we are great at putting our heads together as a team and finding the solution. So, between Leasing, Centre Management and Marketing, we freed up a perfect space which is ordinarily a marketing activation location to permit Trinny London to trade for a six month stay in the centre, giving them the opportunity to trial the space and grow their local customer base.

And how did it go?

The six month period went really well. Customers at Emporium Melbourne connected with Trinny London just as the data and insights we had suggested they might.

Following that successful six months, Trinny London has decided to solidify their presence at Emporium Melbourne with a permanent lease, aiming to establish a strong foothold in the Melbourne and Australian market which is great news for the local 'Trinny tribe'!

It's a really good result and another example of how our Leasing team is able to work collaboratively across the business and with our retail partners to help them grow their business is a sustainable way that adds value to shopping centre communities.

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