EML Ltd's Ross Parker, who is development manager for the site, said the multi-million dollar development would use the new Mitre 10 Mega as an "anchor tenant" for the new trade and home oriented retail development.
Mr Parker said the development could be compared with Home Zone on Constellation Drive in Auckland and Southgate in Papakura.
"These two centres are more aligned to a 'trade feel' which Pukeroa is targeting. We don't believe the nature of this centre will compete with either the central business district or Rotorua Central," he said.
The Trade Central development is the largest development seen in Rotorua since the 8000sq m Rotorua Energy Events Centre that opened in March 2007.
Trade Central was the result of five years' careful planning that had seen many testing moments, including the global financial crisis, which had derailed many developments around the country, Mr Parker said.
He said Pukeroa would initially target new tenants to Rotorua and tenants from Fairy Springs Rd, Old Taupo Rd and Lake Rd and had been working closely with the Rotorua District Council to complement the existing city centre and the council's central business district strategy.
"Centralising many of the home and trade retail outlets on to a single site closer to the central business district will bring more people to the centre of Rotorua," he said.
The development is to be staged, with stage one concluding with the opening of Mitre 10 Mega on December 6.
Stages two and three would see the construction of another 7000sq m in four different buildings during the next 12 to 18 months.
Tauranga-based Marra Construction is building the Mitre 10 Mega store and had been asked by the developers to use as many local sub-contractors as possible.
Rotorua Chamber of Commerce chief executive Roger Gordon said the chamber supported the development and looked forward to welcoming Mitre 10 Mega to Rotorua.
"The strategy to bring new business to town as tenants will contribute to growing our economy.
"It will also provide a considerable boost to employment opportunities for the city."
Mr Gordon said trade suppliers could see the development as an opportunity to relocate to the new complex as a strategic business move.
"The balance will be to get the mix of new and existing trade suppliers right so the available trade demand is not spread too thinly over a greater number of suppliers.
"The concept plan shows that Trade Central will be an attractive trade retail destination close to the existing large format retail of Rotorua Central."
Mr Gordon said he would like to see sites restricted to a minimum of 400sq m to avoid further relocation of businesses from the central business district - as was already in place in the Rotorua Central Mall.
