SHOP LOCAL: Why DFO will be a success in Perth

DFO Perth centre manager Leanne Smith chatting to Denise Cahill
DFO Perth centre manager Leanne Smith chatting to Denise Cahill

THE much-anticipated DFO opened at Perth Airport last week and centre manager Leanne Smith talked to the Western Suburbs Weekly about why it would be a success.

1. How many retailers will be part of DFO Perth?

DFO Perth covers more than 24,000sq m and has 113 shops and 11 food and beverage places. It’s 100 per cent leased, which is unheard of in this climate.

2. What attracted DFO to Perth and the Perth Airport site in particular?

You don’t get the opportunity to build on a greenfield site these days. Perth Airport had a master plan where retail was included and it was the perfect opportunity based on the success of DFO over east. Given there will be a Costco on an adjacent site and developments earmarked for the area, DFO will complement these plans.

3. How will DFO provide a different experience for Perth shoppers?

I don’t think Perth has experienced premium outlet shopping yet. It offers a great depth of opportunity from designer to sportswear, kids’ clothes and menswear. The fitout is beautiful, 300 people can fit in the foodcourt area and there’s an outdoor playground which is a first for a DFO. People will be surprised by the quality of the space relative to their expectations of outlet shopping. We also have changerooms for people with a disability known as Changing Places.

4. Why does the DFO model work?

People are becoming a lot more savvy about their shopping, in particular for fashion, and the focus is on what you save, not what you spend. DFO will cater for mothers who need staples for their kids up to the fashionista who’s looking for a great handbag. A lot of stores will have a combination of new stock and marked down stock. DFO will have up to 70 per cent off all year round.

5. What is your local coffee shop?

F5 Coffee Co in Belmont has just opened and they do good coffee. At DFO I’m looking forward to Hay Market and Macchinetta.