Posh shop snub

By Kelly Yates
The upmarket retailer revealed last week that the popular shopping centre in Casey was not aligned to the “company’s core customer base or target demography.”
Cim Hogton from Verey’s Shoes said it was disappointing David Jones thought they were “too good for Narre Warren.”
“Well that’s not the case,” she said.
“There are plenty of people wanting to spend money on quality and service. But they don’t shop here because there are no top end shops and designer boutiques.”
Westfield corporate affairs manager Julia Clarke confirmed David Jones would no longer be coming into the centre, but Myer would.
“We’re very happy about our recent agreements with both major retailers and believe it’s an excellent outcome for Westfield Fountain Gate,” Ms Clarke said.
David Jones CEO Paul Zahra said in a media release that they were “pleased” to have terminated their Fountain Gate lease on acceptable commercial and strategic terms.
“We have known since our 2003 Strategic Review that the demography of the Fountain Gate centre is not aligned with our target customer and does not fit in with our new store strategy, which is to open high value stores in high value locations,” he said.
“We are also pleased with the option to open a new store at Innaloo located in the high growth, high value northern corridor of Perth.”
The re-development project at Westfield Fountain Gate, worth around $300 million, is set to start later this year or early in 2011.
The last major redevelopment at the centre, which is now famously known as the spiritual home of TV’s Kath and Kim, was in 2000 and included the incorporation of Safeway and Big W and a new food court, with cinemas and an entertainment and lifestyle precinct
Ms Hogton predicted Myer would be a popular choice for Casey residents.
“I’d be lying if I said I wasn’t nervous though,” she said.
“But healthy competition will keep us all on our toes.”
A Myer spokesperson said Westfield Fountain Gate had been identified as an opportunity for “company growth.”
“We are delighted to have signed the lease,” the spokesperson said.
“As a retailer and a growing business, we see Fountain Gate as a golden opportunity. It’s already an established shopping centre which is smack bang in the middle of one of the country’s fastest growing corridors.”