Close
 

Retail reinvention: Eastgate mall becomes town centre post-earthquake

  • Property
  • June 4, 2015
  • Elly Strang
Retail reinvention: Eastgate mall becomes town centre post-earthquake

When the earthquake struck in 2011, Eastgate mall suffered badly.

The mall had to close for six months to rebuild and owners NPT Limited had to figure out a way to rise from the rubble.

However, it was dealt another blow when Farmers Trading Company decided to pull out of the shopping centre and put a larger store in at nearby Hornby Mall.

“That prompted us to step back and have a really good strategic look about what were going to do with [the mall],” NPT chief executive Kerry Hitchcock says.

“To lose a 6000 square metre tenant, your anchor tenant, as a result of the earthquake in the most economically challenged area in Christchurch is a pretty major issue.”

He says NPT decided to look at what customers wanted from a shopping centre.

They carried out research through focus groups and gained some interesting insight into the Christchurch shopper’s mind.

They found that Christchurch residents were quite restricted in getting around due to the roading and infrastructure being dramatically affected by the earthquake.

“Because the CBD has been effectively destroyed they have to get that retail experience in their local area,” Hitchcock says.

“Communities are tending to stay, shop, eat, entertain in their patch. The less they have to travel, the better.”

NPT decided to target its strategy at developing a community-based town centre.

The library that was wrecked during the earthquake moved in upstairs, as well as a medical centre that used to be opposite the centre.

A group of NGOs, including Women’s Refuge and Red Cross, joined the party, moving in beside the medical centre. 

Physiotherapists, radiology, a gym and a bank are now also a part of the mix.

These diverse additions to the mall have turned out to be a win-win for everyone involved.

The library has 30,000 people visit it a month, so Eastgate Mall experienced a huge increase in foot traffic while the library secured a new home.

Other shops began feeding off the confidence of increased foot traffic and improving their offering, Hitchcock says.

The Warehouse also signed a lease committing to another 12 years, which he says is a vote of confidence.

The mall is now expanding its offering even more. Consent has been approved for two restaurants to go in and resource consent is underway for additional shops.

“If you can get more people there, you can better tenants to give a better offering,” Hitchcock says.

One of the gaps that needs to be filled in Eastgate’s well-rounded offering is more shops for blokes.

When the company held research focus groups, the comment that popped up time and time again was that men’s shops are lacking, he says.

Electronic, automotive, and entertainment stores are being sought after for a 3900 square metre block of shops that’s aimed at men.

Hitchcock says there’s been considerable interest already from tenants meeting the criteria and he thinks it will most likely go ahead.

He says considering 10 percent of the surrounding catchment has moved away from the area, what they’ve achieved in retail is pretty special.

“People in the area have been lost, but we’ve increased foot traffic by 30 percent,” He says.

“We must be doing something right.”

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

 

How do Kiwis do their Christmas shopping at Mighty Ape?

  • News
  • November 20, 2019
How do Kiwis do their Christmas shopping at Mighty Ape?

New Zealand e-tailer Mighty Ape surveyed 2,962 Kiwi shoppers post-Christmas last year. Among its findings are that Black Friday is officially bigger than Boxing Day among its audience, with almost four times as many products were sold on Black Friday compared to Boxing Day 2018. Cyber Monday, the online-only sale that falls on the Monday following Black Friday, has also proven to be popular with Kiwis. It now also outsells Boxing Day at Mighty Ape.​ ​It's presented further findings in a clever infographic.

Read more
 
 

Introducing New World's 2019 Christmas ad

  • News
  • November 19, 2019
  • StopPress Team
Introducing New World's 2019 Christmas ad

New World and Colenso BBDO have unveiled this year’s Christmas ad, showing the generous Kiwi tradition of inviting every available Tom, Dick and Harry to Christmas lunch, resulting in many mouths to feed.

Read more
 
 

Raglan Coconut Yoghurt's Latesha Randall reports back from the US on what's hip and happening

  • News
  • November 19, 2019
  • Latesha Randall
Raglan Coconut Yoghurt's Latesha Randall reports back from the US on what's hip and happening

Latesha Randall is ​the co-founder of Raglan Coconut Yoghurt, a delicious dairy-free yoghurt born out of a beautiful town two hours south of Auckland. She previously documented the adventures of her company when it was a start-up in a column in Idealog – you can read it here. Recently, Randall traveled to the 2019 Natural Products Expo in Baltimore, USA and observed the food trends that were happening abroad. New Zealand foodies, take note: here, she reports back on what she thinks will be big contenders in the future food space.

Read more
 

Social scoreboard

Zavy and The Register have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

 
topics
Concept to closet
Business coverage of New Zealand Fashion Week.
Regional rollercoaster
What does retail look like in 2019 for ...
Town centres
A positive retail environment over the past 12 ...
Amazon Arrival
Keeping up with all things Amazon as it ...
The Retail Yearbook 2017
As we battle our way through the busiest ...
The future is bright
We spoke with four retailers in their twenties ...
Hospitality enhancing retail
Some think food and integrated hospitality offerings will ...
Spotlight on signage
At first glance, the humble in-store sign might ...
Red Awards 2016
The Red Awards for retail interior design celebrate ...
Auckland Unitary Plan
Auckland is changing. The Unitary Plan will decide ...
How to open a store
Sarah Dunn considers what it would take to ...
All things to all people
Kiwi retailers share their omnichannel strategies.
Rising stars
Retail's top young achievers.
Delivering on your promises
The sale isn't over until your item is ...
Retail in heartland New Zealand
Retailers keep the regions pumping, but how strong ...
Sisterhood
Women in retail help one another. We spoke ...
The changing face of retail
Shifting demographics are creating big changes in New ...
The retail yearbook
With the help of experts in the retail ...
Retail rogues
We put the spotlight on staff training. Jai ...
Here come the giants
Topshop has arrived in Auckland’s CBD, David Jones ...
From retail to e-tail
Ecommerce has become part of the way mainstream ...
Loyalty in the digital age
How are retailers maintaining loyalty? Sarah Dunn, Elly ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
The Innovators | In partnership with Spark Business
Technology is rapidly changing the retail industry as ...
 

Outdoor goods retailers Cactus Outdoor and Kathmandu collaborate

  • News
  • November 19, 2019
  • The Register team
Outdoor goods retailers Cactus Outdoor and Kathmandu collaborate

Two prominent Kiwi outdoor goods retailers, Kathmandu and Cactus Outdoor, have collaborated to produce a line of certified ‘Buy NZ Made’ products which will be launched in Kathmandu stores around New Zealand on Buy NZ Made Day this week.

Read more
 
 

Casual brows

  • Opinion
  • November 18, 2019
  • Sarah Dunn
Casual brows

As competition hots up between internationals and local brands in the beauty category, NZ Retail and The Register editor and associate publisher Sarah Dunn considers what comes next.

Read more
 

How New Zealand businesses performed in China’s 11.11 shopping festival

  • News
  • November 15, 2019
  • The Register team
How New Zealand businesses performed in China’s 11.11 shopping festival

This week marked Singles’ Day - a Chinese holiday run by mega-retailer Alibaba that, while still relatively unknown in the western world, is surpassing Black Friday and Cyber Monday in scale and sales. Alibaba reports it generated US$38.4 billion of gross merchandise volume this year.

Read more
 
Next page
Results for
Topics
Jobs
About us.

The Register provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise
The Register

editor@theregister.co.nz

Content marketing/advertising? Email anita.hayhoe@icg.co.nz or call 022 639 3004

View Media Kit

}