Whitehorse’s grand shopping strip, the MegaMile, boosts jobs and economic value

WHITEHORSE’S grand shopping strip has evolved from a cluster of factories to one of the largest homemaker precincts in Australia.

Brand Smart feature & vox pop pics

IT’S had many names over the years — from the Golden Mile to Furniture City — but while a popular destination for homewares, the Mega­Mile along Whitehorse Rd was never planned that way.

About 270 businesses, employing more than 2000 people, line the road between Blackburn and Mitcham.

Covering 113,251sq m in floorspace, it’s the second largest homemaker precinct in Melbourne and fifth largest in Australia, according to the Large Format Retail Association.

Association chief executive Phillippa Kelly said clusters such as this traditionally grew organically rather than being planned.

Whitehorse Historical Society president Vicki Jones-Evans said the area’s transformation from factories to furniture began in the 1980s.

She said the precinct had several names over the years including the Golden Mile, Furniture City and Homemaker Centre, before Whitehorse Council dubbed it MegaMile in 2005.

Bedding giant Snooze, then called Capt’n Snooze, was the first furniture retailer to move in, in 1984.

Whitehorse Rd had been dominated by factories such as Stanley Tools, Seward Industries and Agfa-Gevaert from the 1950s onward and, before that, was mainly orchards and flower farms.

“Being old factories they were large sites so very suitable for furniture showrooms needing a lot of floorspace,” Ms Jones-Evans said.

The Stanley Works, 1992.

Harvey Norman opened on the former Stanley site in 1994, foreshadowing several moves two years later.

Seward left 311-315 Whitehorse Rd, Nunawading, now a Beds N Dreams and Autobahn.

No. 246 was leased to Sleeping Giant bedding, now Roth Newton Recliner Warehouse, while 296 was rented by Carpet Call.

In 2005, Agfa-Gevaert was the last of the manufacturers to close on the stretch. The site is now Home HQ.

When Leader Community Newspapers moved its ­headquarters to Chapel St, Blackburn, its former 160 Whitehorse Rd site covering 8767sq m with 162m frontage was snapped up by car dealer Lexus.

Whitehorse Council general manager of city development Jeff Green said manufacturers had gradually moved to outer suburban areas for economic and commercial reasons.

“(For retailers) the site ­exposure along Whitehorse Rd was seen as a high-profile opportunity with good consumer access,” Mr Green said.

He said the location continued to be in high demand for retailers, franchises and auto trade.

“The Mega­Mile does provide a significant contribution in jobs and economic value to Whitehorse,” Mr Green said.

“The Mega­Mile does provide a significant contribution in jobs and economic value to Whitehorse.” — Mr Green.

Jones’ Flower Farm in Nunawading, which was known as Tunstall until 1945.

While the precinct remains popular, Snooze Nunawading franchise owner Ron Gillies said tech-savvy buyers were forcing retailers to up their game.

“I think the number of people shopping, the floor traffic, has definitely reduced over the past five or six years,” Mr Gillies said.

“A lot of people are researching what they want online, and then going to that specific store.

“What’s on offer has to be stronger and provide a point of difference.”

The MegaMile Business Association was created in 2013, but Mr Gillies said the precinct needed a stronger, more collective, voice.

“The area just evolved,” Mr Gillies said.

“But to be able to maintain and facilitate interest here, you can’t leave that to fate.”

Brand Smart in Nunawading.

Booming Brand Smart grows

BRAND Smart has been a magnet for shoppers since opening on the MegaMile in 1998.

Outlets for brands such as Oroton and Royal Doulton proved drawcards to the Whitehorse Rd centre for bargain-hunters from around Melbourne.

In 2013 renovations added 2700sq m and 15 new stores including Sass & Bide, Sportscraft, Decjuba, Simone Perele, Lorna Jane and Converse to the mix of 60+ brands offering up to 70 per cent off retail prices.

Brand Smart spokeswoman Chelsea Thomas said the revamp had also added restaurants to the venue.

“We’ve stayed quite boutique, but there is a great mix of stores so you can get what you want and get a car park,” Ms Thomas said.

With a Sunbeam factory outlet new to the centre, Ms Thomas said Brand Smart was always looking for opportunities to introduce new brands.