We're not boring, insists mall owner

Trinny and Susannah's visits to Westfield malls were an example of the entertainment shopping centres could provide. Photo / Janna Dixon

The country's biggest shopping centre owner has hit back at criticism that malls are boring shoppers.

Westfield director Justin Lynch said that with 84 million annual shopper visits, his firm's centres were evolving and changing to stay appealing.

He was responding to NZ Retailers Association chief executive John Albertson, who said last week that most malls had the same offering and owners needed more independents or "you'll bore the pants off consumers".

Lynch questioned whether New Zealanders found his centres boring, given their success as measured by the number of shopper visits.

"Malls are designed as one-stop-shop experiences and deliver familiarity along with variety.

"Westfield do this by introducing regular events, engaging retailers and customers in our marketing campaigns and by achieving a significant percentage of the mix with independent retailers," he said.

"The design of our malls changes as retail trends emerge. Whenever we have the chance to redevelop or upgrade our centres we look at how we can deliver something new to discover in line with current design and retail trends.

"Both local and global trends affect the design decisions we make for our centres. As the seasons change we will constantly look for innovative new ways to keep our centres current, appealing and interesting."

Westfield has consent for its St Lukes to become New Zealand's biggest mall at 9.2ha of indoor floorspace. It failed to sell its Pakuranga and Glenfield malls.

Lynch said new retailers were welcomed because Westfield strived to appeal to a wide demographic.

"Westfield centres feature a broad range of retail stores alongside regular in-centre activities and experiences. The variety of retailers and our events attract a wide range of visitors to our centres.

"These initiatives strive to simultaneously support the community, the environment, and the local economy," Lynch said, referring to school holiday programmes, entertainment in the centres such as the Trinny and Susannah tours, ice rinks in the malls and walk-in wardrobe fashion shows.

Albertson told the Property Council retail conference in Auckland that malls were tedious and people were sick of them being exactly the same.

But Lynch said all 12 Westfield malls would soon have new children's play areas.

"While these initiatives drive foot traffic and retailer sales at Westfield centres, we are also proud of the fact that they provide community engagement ...

"Each Westfield mall has a point of difference; some include cinema complexes, others have a focus or theme such as Shore City which has a strong fashion focus."

WESTFIELD
* 84m annual shopper visits.
* 12 malls throughout NZ.
* Home to 1700 retailers.
* New kids' areas being developed.

Source: Justin Lynch, Westfield (NZ)