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Vicinity Centres launches new DFO in Melbourne

Vicinity Centres has launched its seventh national DFO outlet in Uni Hill, Melbourne, bringing outlet shopping to the region just before the all-important holiday period.

And, as the centre is opening in the midst of the Covid-19 pandemic, it will offer a contactless parcel concierge, as well as virtual queuing technology to allow customers to ‘skip the queue’ as well as maintain social distance.

The site is the fourth DFO in Melbourne, which is widely called the country’s fashion capital, and has an extensive sports and leisure offer according to Vicinity. Nike, Adidas, Puma and Asics all have a presence at the centre, as well as luxury brand Polo Ralph Lauren.

“We’ve got a clear DFO strategy that differentiates our outlet centres and we’re pleased to have further grown our DFO brand which we know resonates with our customers as an affordable, designer and brand shopping destination,” said Vicinity Centres’ regional general manager at DFO Daniel Sutton.

“Since the reopening of metropolitan Melbourne, customer traffic at DFO Uni Hill has grown significantly, up 27 per cent compared to last year and we expect strong visitation over the coming weeks with savvy Melbournians on the hunt for Black Friday bargains and to stretch their wallets further this Christmas.”

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