Gertrude Street, Fitzroy: A Retail Precinct Built on Authenticity, Longevity and Cultural Relevance
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.
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THE ENDURING STRENGTH OF SEASIDE RETAIL STRIPS IN VICTORIA: A DIRECTOR’S PERSPECTIVE
Victorian seaside towns have always held a strong emotional pull for both locals and visitors. As someone who works closely with businesses navigating growth, brand presence, and commercial strategy and having spent time in Sorrento for a number of summers now, I’ve had time to analyse how retail thrives in this coastal location (currently full retail occupation by the way!) Suburbs like Sorrento demonstrate a particularly resilient form of retail ecology—one that thrives on a balanced mix of uses, seasonal versatility, and strong anchor tenants.
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THE RESURGENCE OF VINTAGE STORES IN FITZROY AND COLLINGWOOD: A COMMERCIAL LEASING PERSPECTIVE
In recent years, the vibrant neighbourhoods of Fitzroy and Collingwood in Melbourne, have witnessed a resurgence of vintage stores. On a recent trip to Newtown in Sydney we saw this trend was not only reshaping the retail landscape but also influencing commercial leasing dynamics.
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BEFORE AND AFTER — GERTRUDE STREET RETAIL
We love a before and after. Outstanding square metre rates achieved for the lease brokered by our director Katherine Dean, followed by a stunning transformation.
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Chiaki — Awarded the Age Good Food Guide Café of the Year 2024
In early 2023 our director Richard Miglic brokered the leasing deal to Chiaki — a captivating collaboration between Alicia Feng, Mo Zhou, and Kantaro Okada. Chiaki serves Japanese ochazuke and coffee by day and izakaya-style dishes and sake cocktails by night. This amazing collaboration was recently awarded the Age Good Food Guide Café of the Year 2024.
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BUILD-TO-RENT — BRUNSWICK STREET FITZROY
The Nursery on Brunswick Street, a stunning build-to-rent mixed residential & commercial development designed by the award-winning Clare Cousins Architects.
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FABULOUS FITZROY NORTH CAFE LEASE TO STANDING ROOM COFFEE
Fitzroy North - one of the inner urban retail strips we know and love; matching fabulous businesses with beautiful properties, it’s what we do; one of our recent leasing deals with the amazing @standingroomcoffee in Fitzroy North on an iconic corner just south of the village, beautifully transformed by @ifarchitecture. Contact us to find out more about how we can work with you.
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