Gertrude Street, Fitzroy: A Retail Precinct Built on Authenticity, Longevity and Cultural Relevance
By Katherine Dean, Director — Miglic Dean
In a retail landscape that is constantly evolving — shaped by changing consumer behaviours, economic cycles and shifting urban dynamics — there are very few streets that consistently outperform expectations while remaining fiercely authentic. Gertrude Street in Fitzroy is one of them.
From a retail leasing perspective, Gertrude Street stands apart not because it chases trends, but because it sets them. The strength of the precinct lies in its deeply curated tenancy mix, its strong sense of place and the longevity of businesses that have become inseparable from Melbourne’s cultural fabric.
A Tenancy Mix That Works
One of Gertrude Street’s defining attributes is the balance between established icons and emerging brands. Unlike more homogenised retail strips, Gertrude Street’s tenancy mix feels intentional rather than opportunistic. Food, fashion, art, wellness and hospitality coexist in a way that feels organic — and, importantly, sustainable.
Cafés, wine bars, bookstores, galleries and boutiques sit side by side, creating a destination rather than a thoroughfare. This blended mix encourages lingering, repeat visitation and cross-pollination between customer bases. From a leasing standpoint, that is the holy grail.
Long-Standing Retailers: The Backbone of the Street
Gertrude Street’s strength is underpinned by long-standing operators who have weathered multiple retail cycles and continued to evolve while remaining true to their roots.
Icons such as the Builders Arms Hotel, Cutler & Co, E.S.S, The Standard Store, PPHH Store, Phillip & Lea, Rose Chong Costumes, Archies All Day, Aesop, Northside Records and Australian Print Workshop have become anchors for the precinct. These businesses are more than tenants — they are cultural institutions that have built trust, familiarity and loyalty over decades.
Their longevity provides stability for landlords and confidence for new entrants. In leasing terms, this kind of embedded success is invaluable: it lowers risk and raises the overall calibre of interest in the street.
New Kids on the Block: Fresh Energy, Thoughtfully Curated
What is equally compelling is how new retailers continue to select Gertrude Street — not because it offers mass exposure, but because it aligns with their brand values.
In recent years, we’ve seen a new generation of boutique fashion labels, hospitality concepts and specialty retailers (such as Rollie Nation, Mad About the Boy and Friends with Frank to name a few) take up space, bringing fresh energy without disrupting the street’s identity. These businesses are typically founder-led, design-driven and deeply considered in how they engage with their customer.
From an expert leasing perspective, successful new occupants on Gertrude Street share common traits:
- A clear brand narrative
- A strong physical retail experience
- A commitment to community and craft
These are operators who understand that Gertrude Street customers are discerning. They are not transactional shoppers; they are loyal patrons who value quality, story and experience.
Why Gertrude Street Continues to Perform
There are several key factors that continue to underpin the street’s resilience and desirability:
1. Authenticity Over Scale
Gertrude Street is not overrun by national chains. The absence of generic retail has preserved its uniqueness and allows independent operators to thrive.
2. Strong Local and Destination Trade
The precinct benefits from both a loyal local catchment and a broader destination audience drawn by food, fashion and culture.
3. High Barriers to Entry
Limited supply, tightly held freeholds and discerning landlords mean only the right operators secure space. This protects the precinct’s integrity and long-term performance.
4. Evolving, Not Reinventing
The street evolves subtly — refreshes, relocations and new additions — without losing the DNA that made it successful in the first place.
A Leasing Perspective: What Landlords Get Right
From working closely with both landlords and tenants, what stands out on Gertrude Street is a shared understanding of value beyond rent alone. Thoughtful tenancy curation, longer-term relationships and alignment on brand fit consistently deliver stronger outcomes.
Landlords who prioritise tenant quality and longevity over short-term gains are rewarded with low vacancy, strong demand and a street that continues to command attention in an increasingly competitive retail environment.
Looking Ahead
Gertrude Street’s retail future remains exceptionally strong, precisely because it resists being everything to everyone. As other precincts struggle with oversupply or loss of identity, Gertrude Street serves as a case study in what happens when retail is curated with intention.
For retailers seeking a location with cultural credibility and long-term upside, and for landlords wanting sustainable performance rather than volatility, Gertrude Street continues to set the benchmark.
At Miglic Dean, we see Gertrude Street not as a trend, but as a template — a reminder that the most successful retail environments are those built on authenticity, community and carefully chosen partnerships.