Perth, 18 June 2014 – Uber-trendy sneaker retailer Hype DC has signaled its faith in the Perth CBD retail market by securing landmark new premises in Hay Street Mall.
CBRE’s Craig Olde introduced Hype DC and worked closely with the landlord Hawaiian to secure this significant deal in one of the city’s super prime malls.
Hype’s new premises are at the entrance to Carillon City. Across the mall at enex100, Politix also signed for space this year, uniting with Hype DC in disrupting the international retailer takeover of Super Prime CBD sites in this section of Hay Street Mall. Another local retailer to join the fray has been Cotton On, having signed a new deal on Murray Street Mall in 140 William Street.
The 150sqm Hype DC store is in close proximity to the entrance to the CBD’s much heralded new Top Shop. Together with L’Occitane, Cue, Typo and a repositioned Saba, Mr Olde said the Hype DC deal created a chic and edgy retail zone in Perth.
“The owners of Carillon City have already leveraged the momentum created by Top Shop to initiate a refurbishment project to reinvigorate this part of Hay Street Mall,” Mr Olde said.
“Adding Hype DC to the mix of tenants in this zone creates an energetic balance of style with a fresh urban edge.”
Mr Olde said Hype DC had enjoyed a strong trading performance from its trendy Murray Street Mall basement store. CBRE had discussed their interest in Carillon City for a new store for around five years as the brand steadily emerged from the underground.
“With a recent rollout of cool new stores in Sydney, Brisbane and Melbourne, Perth was next cab off the rank, with the store destined to be a new retail landmark in Perth. Matching this point in the brand’s evolution, with a progressive development phase at Carillon City was the key to a beneficial result for both parties,” Mr Olde said.
As a long-time fan of the Converse Chuck Taylor, Mr Olde said he understood the retailer’s evolution and identified that the available tenancy in Carillon would provide for the fresh new store model that Hype had implemented on Australia’s eastern seaboard.
“People come to the CBD for a shopping experience that has some ‘wow’ to it, and when retailers go to great effort to create experiential stores it’s a pleasure to work with them,” Mr Olde said.
“Describing a concept like this to a landlord is more than just adding up the financials and negotiating a result that is equitable for all parties. Perspectives of the Hype fitout in other cities and painting the picture of this store fitting into the puzzle, were important to envisioning the end result, and the impact this is going to have on the property’s Hay Street Mall frontage. The owners understood this and welcomed Hype DC into this location.”
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