Sensational-Adelaide.com

Type: Complying Development
Application Number: DA/73/2013
Lodgement Date: 1/02/2013
Location: Apple - G.25, Ground 77-91 Rundle Mall, ADELAIDE SA 5000
Description: Shopping Centre Tenancy Fitout (Shop G.25 & L1-G.25 - Apple Store)

Applicant Name


GEYER DESIGN P/L

Ben wrote:Seems they are aiming for a "middle aged crowd" with the exclusion of Apple.

Dark days over: Harris Scarfe plans 30 new stores

Thursday, 7 February 2013

Melissa Mack

HARRIS Scarfe has found its way out of the rabbit warren to pitch itself to a new younger fashion conscious market, with plans to expand by up to 30 stores nationwide.

The new Rundle Place flagship store is set to open on March 26, touted as the beginning of a “new future” for the company which is expecting to grow from 50 to 80 stores in the next five years.

General manager Joe Barberis said Harris Scarfe had been dormant on the department store scene.

“We’ve had some downs, 10-12 years ago as many of you would remember, but from those ashes is rising a new phoenix evolving very much into what we think will be Australia’s preferred department store in the next few years,” Barberis said.

The re-branding of the store, which will focus on a lower case “hs” logo, is in line with the high-end development of Rundle Place.

Along with the flagship tenant, Rundle Place will also contain the first Apple store in Adelaide, high end fashion retailer Ted Baker, suit store Peter Jackson and Jones the Grocer.

The new Harris Scarfe will see bargain bins and paper discount flyers take a back seat to a boutique range of clothing and “fabulous” visual merchandise displays.

“We position ourselves mainly between Myer and Target; we have more in common with Myer than any other retailer, but our prices are like Target,” Barberis said.

“We don’t want to lose the essence of Harris Scarfe which is that understated quality; it is more about presenting an inclusive retailer, as opposed to an exclusive retailer.”

The department store flew in Kyly Clarke for the media launch of the new store at Chianti Classico yesterday.

Clarke presented a preview of the new “premium” range of women’s clothing which feature prominently as a draw card into the store.

“When you first walk in there will be a seasonal catwalk that makes a different statement every week with 30 mannequins that represent the seasonal fashion,” marketing manager Chris Kontos said.

“To the left you’ll walk into the lovely boutique range, which Kyly is the face of, that’s our premium brand and that begins the language of this store.”

Kontos said the new store was essentially the same content with a “modern twist”.

“We don’t want to eliminate our current customer but we want to introduce something new to our new customers.”

He said the design is predominately white, spacious and light filled with a new café “1849”, the year that Harris Scarfe was opened, which will also be rolled out to other stores.

“There are going to be moments in the store when your breath is going to be taken away – it will be so fabulous.”

Ben wrote:The fitout of Apple is to cost a crazy $2.5m! According to ACC documents.

crawf wrote:I hope it's still going to have the awing, or it will look out of place with just the eastern side done.

crawf wrote:I hope it's still going to have the awing, or it will look out of place with just the eastern side done.

Pants wrote:We can only hope that people will survive the treacherous 15m walk!

Pants wrote:We can only hope that people will survive the treacherous 15m walk!