City the place for electronics giants
The global electronics giant is looking to lease a high-profile marquee store in a prime city retail location on Collins or Bourke Street ahead of its rival.
Apple has searched without success for a similar shop spot for years.
Samsung is also expanding its bricks and mortar presence in other Australian capital cities, a move sparked by its intense battle with Apple over consumer technology products and the success of its concept store in Sydney's CBD.
It has briefed at least five agencies on its requirements.
"The Sydney store is extremely busy, and they are looking at opportunities in Melbourne among other states to roll out," CBRE's associate leasing director, Max Cookes, said.
In Sydney the company occupies 213 square metres of space vacated last August by fashion brand French Connection at 450 George Street, its first major retail outlet in Australia.
But for Melbourne it wants double that size for a larger, more lavish store. The tech giant wants to lease at least 500 square metres with street frontage, ideally in the much-sought-after Collins and Bourke street shopping strips between Swanston and Elizabeth streets.
It is not the only international retailer moving to Melbourne.
The $1.16 billion Lonsdale Street Emporium due to open this year has attracted tenants such as Uniqlo, Top Shop/Top Man, Sass & Bide, Salvatore Ferragamo, Scanlon & Theodore and Zimmerman.
Apple's search in Melbourne has foundered on the difficulty of finding a large-enough space.
It requires at least 1500 to 3000 square metres of floor space for its purpose-built shop fitout where roving sales staff sell the latest technology must-haves.
Samsung's less onerous requirements were likely to be more successful.
"With a more flexible requirement they may find it a lot easier to secure a spot," Jones Lang Lasalle retail leasing director Jaycen Willox said.
Options include the new Emporium and Australia on Collins building.
Frequently Asked Questions about this Article…
Samsung is looking to lease a high‑profile marquee store in Melbourne, ideally with street frontage on Collins or Bourke Street between Swanston and Elizabeth streets. The company wants a larger, more lavish retail outlet in the city and has briefed multiple agencies on its requirements.
Samsung's Sydney concept store occupies 213 square metres at 450 George Street. For Melbourne it wants a bigger footprint — at least 500 square metres — roughly double the Sydney size for a more expansive store.
Apple has searched for years without success because it requires much larger, purpose‑built shops. The company typically needs between 1,500 and 3,000 square metres of floor space for its store fit‑outs, which has made finding an appropriately sized site in Melbourne difficult.
Industry commentators say Samsung’s less onerous and more flexible space needs should make it easier to secure a prime spot in Melbourne. With a smaller minimum requirement than Apple, Samsung has more realistic options in the city’s retail market.
Options mentioned in relation to Samsung’s search include the new Lonsdale Street Emporium (a $1.16 billion development due to open this year) and the Australia on Collins building, in addition to prime street sites on Collins and Bourke Street.
Yes. The article notes Samsung is expanding its physical retail presence in other Australian capital cities, a move driven by its rivalry with Apple and the strong performance of its Sydney concept store.
The Lonsdale Street Emporium has attracted several international and high‑profile fashion tenants, including Uniqlo, Top Shop/Top Man, Sass & Bide, Salvatore Ferragamo, Scanlon & Theodore and Zimmerman.
Samsung has briefed at least five agencies on its Melbourne requirements. For investors watching retail leasing, that indicates an active, targeted search for prime space and growing interest from global electronics brands in Melbourne’s high‑street retail locations.
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