New Zealand’s much-loved outlet shopping destination Dress Smart Auckland is bucking retail trends in the leadup to Christmas, with increased foot traffic despite a tough economic climate.  

Shoppers flocked to the outlet centre during the week of Black Friday sales, with foot traffic up 17% on the same period last year. The upward trend remained throughout the month of November, with sales up 5% on November 2022.

In a challenging environment for the sector, where retailers nationwide noticed a 10% decrease in Black Friday sales, Dress Smart Auckland is holding strong as a destination of choice for savvy shoppers.  

Managed by Oyster Property Group, Dress Smart Auckland’s centrally located shopping centre is home to more than 100 brands, from premium fashion brands to high street favourites, plus sports and outdoor stores.

Dress Smart Auckland Centre Manager Linh Luong says the statistics show that shoppers are looking for value in the leadup to Christmas.

“We’re really pleased that we’re continuing to see a strong upward trend in foot traffic here at Dress Smart Auckland,” she says.

“We have a mix of premium and high street brands, meaning that we can give shoppers at multiple price points a chance to make their money go further.”

Aware of the pressures on customers’ incomes, some retailers started their Black Friday sales in early November – an initiative that is likely to have contributed to the surge in foot traffic during the week of the annual sales day, which has come to mark the start of the Christmas shopping season.

For Hine Tuatagaloa, Store Manager at Coach, the foot traffic statistics back up the sense of momentum retailers are noticing at Dress Smart Auckland.

“We’ve certainly noticed our customer numbers trending upwards in the leadup to Christmas. There’s always a great energy in the centre at this time of year,” says Tautagaloa.

“We’re continuing to see a variety of customers connecting with our brand, whether they’re treating themselves or buying something to put under the Christmas tree.”  

Reflecting upon 2023, Oyster Property Group’s Asset Manager – Retail Jennifer Andrews says it has been an exciting year of leasing.

“We have a tight knit community of retailers – it’s great to have been able to offer existing retailers the chance to grow their offering, and to have welcomed new retailers into the fold.

“Having been here for more than 25 years, Dress Smart is well established as a destination for shoppers from the region and beyond. Our retailers benefit from that longstanding reputation.”

And there is more for retailers, shoppers and the centre’s vibrant surrounding community to look forward to heading into 2024.

As announced this year, Dress Smart Auckland is set to grow, having received council resource consent to transform an adjacent carpark into an expanded retail precinct. 

The new footprint will connect to the existing shopping centre, and alongside exciting new local and international retailers, will include an enhanced food and beverage offering and increased carparking facilities. An ambience upgrade for the original centre is also planned, enhancing the appeal of the already popular shopping centre.

The new leasing opportunities the expansion will bring are being snapped up by local and international brands with Decjuba, Dr Martens, Flo & Frankie and Seed Heritage having signed leases, and adidas set to take on a larger space.

Dress Smart – iconic New Zealand outlet shopping centre

• Established in 1995 – iconic outlet shopping centre
• Situated 10km from international airport and 12km from CBD
• Easy access to public transport links.
• 12,867m2 net lettable area
• 90+ tenancies
• 900+ car parks

More information: https://auckland.dress-smart.co.nz/centre-info/leasing-dress-smart-auckland-redevelopment/.

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