The transformed Ainslie Mall opened last month with a collection of premium Australian designer brands, marking significant firsts for the nation’s capital. Rebecca Vallance, Viktoria & Woods and Scanlan Theodore have established their presence alongside Aje's permanent store upgrade and Paris-founded Kookai.

Melbourne travel accessories brand July and cult Sydney basics label Nude Lucy (opening as a pop-up) complete the offering, creating a cluster of Australian designer fashion and lifestyle previously unavailable in the territory.

"Our specialty sales consistently outperform, demonstrating that Canberra rewards retailers who invest in this community," says Luke Young, General Manager – Leasing. “We're seeing major designers recognise Canberra not just as an underserved market, but as a destination worthy of flagship investment.”

At the heart of the new-look precinct is Mecca’s new 1500sqm flagship, consolidating the centre's former Maxima and Cosmetica locations into the brand’s third largest location after Melbourne and Sydney. The next-generation store features a dedicated perfumery bar, The Melbourne Apothecary concession, specialist facial services and comprehensive makeup artistry offerings.

The refresh extends beyond new arrivals. Aesop is doubling its footprint with a full refit, while Chanel Beauty's opening earlier this year signals growing international interest. These join established partners Oroton and Watches of Switzerland, together forming the critical mass essential for a premium fashion precinct.

Momentum across the centre continues to build, with recent expansions by Country Road and Lululemon, plus the arrival of Canadian outdoor brand Arc'teryx. Early forecasts suggest strong sales uplift, driven largely by Mecca's devoted Canberra following.

Canberra's strong economic fundamentals make it compelling for premium retailers. Mean household income of $137,000 leads nationally¹, with retail spending by local workers projected to reach $1.8bn annually by 2033². As a hub for government, industry and the arts, the city’s resilient and sophisticated customer base extends well beyond the resident population.

“Canberra’s demographics have always been strong – highly educated, high-income and brand-aware,” Young explains. “What we've done is create the physical environment and brand adjacencies that allow these retailers to thrive.”

Opening day crowds and social media engagement affirmed the strategy, which also taps into post-pandemic trends toward investment dressing, craftsmanship and Australian provenance.

The Ainslie Mall transformation underscores QIC's continued evolution of Canberra Centre as the capital's leading retail and lifestyle destination, now home to more than 200 retailers, extensive wellness amenities and a Work Club Global outpost catering to CBD professionals and residents alike.

^{1 2021 census
2 GapMaps, 2022}