Mall on Shore to get new identity

Westfield Shore City is about to get a new name and new kids' playground.

Evan Harris, Colliers International's national director of retail real estate management, said the rebranding was planned for the three-level Takapuna mall around November.

The new playground and a new website would come afterwards, he said.

At the start of this month, Westfield announced it had sold the 14,120sq m mall on the corner of Como St and Lake Rd to Aviva Investors Asia Pacific Property Fund for $83.5 million.

Jeremy Chai, Aviva's Singapore-based deputy fund manager, said the business was looking at rebranding the centre which has 74 tenants and enhancing and adding value.

Harris said more emphasis would go on fashion.

"The centre will be given a new, fresh identity of its own, catering to its fashion-focused customer base on the North Shore," he said.

"Shore City is very popular as a local fashion centre with many customers having grown up shopping there. We plan to build on its existing strength in that market, expanding on its status as a boutique fashion destination," Harris said.

Market surveys were being conducted and feedback from focus groups received to identify customers' needs and priorities.

New concepts or retailers not already in New Zealand might be introduced, Harris said.

Aviva has $514 billion assets under management and the Takapuna purchase is its first in New Zealand.