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Retailers will be hoping a name change and an influx of new tenants, including an international fast-fashion giant, will help reverse the fortunes of Harbour Town Melbourne shopping centre at the Docklands.
Harbour Town's owners, AsheMorgan, have announced the precinct will soon be known as District Docklands, and Swedish giant H&M; had signed on as the anchor tenant.
Every few years the Melbourne City Council surveys every square metre of land in the city, and this data is full of interesting facts that say a lot about where the city is at.
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Every few years the Melbourne City Council surveys every square metre of land in the city, and this data is full of interesting facts that say a lot about where the city is at.
The area is undergoing a $150-million redevelopment to revitalise the centre, which has struggled to draw crowds especially at nights and on weekends.
Other retailers set to join the revamped District Docklands include New Zealand brand Canterbury, Japanese-Chinese variety store Miniso, plus Cotton On and General Pants Co.
To address Harbour Town's battle to trade well in the cooler, wetter months, the owners have installed all-weather roofing, as well as bolstered the greenery and landscaping elements.
Harbour Town Melbourne's marketing director, Kelly Jensen, said:Â "This is definitely the Docklands transformation Melburnians have been waiting for."
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"We're not going to see all the changes overnight. This is the first step ... We're acknowledging the perceptions about the area and take the comments seriously.
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If you build it, will they come? An artist's impression of the redeveloped Harbour Town shopping centre, to be known as District Docklands. Photo: Supplied
The entertainment precinct will include an eight-screen Hoyts cinema, a new leisure concept by Funlab, which runs Strike Bowling and Holey Moley mini-golf, and new dining outlets.
But Harbour Town, and the Docklands more broadly, has struggled to attract visitors outside of business hours.Â