Has Eastland’s high-end experiment in Ringwood paid off?

Has Eastland positioned itself as the east’s premier shopping centre or has it failed the pub test by pitching itself to high-end clientele? Have your say.

Shoppers in Eastland’ Town Square precinct in Ringwood. Picture: Wayne Taylor.

It’s been five years since a rundown Eastland shopping centre was transformed in a multistage, $600 million overhaul.

There’s no doubt it was much needed — it lacked big names, had confusing access points, a grimy vibe and didn’t do much to lift Ringwood’s reputation.

So in came the wrecking balls, out went the ‘rats’ and the ‘emos’ who used to hang out at the front of Off Ya Tree, and a glitzy, expanded shopping mecca — 50 per cent bigger than its predecessor — was born.

But has the centre and owners QIC’s approach to bring bling to the ‘burbs paid off?

It’s clear some of the retailer choices haven’t resonated with the casual, everyday shoppers who used to make up Eastland’s usual clientele.

The most obvious example is the centre’s troubled level two corridor of high-end boutiques, which has been a revolving door of failed stores.

If it wasn’t for Goldelucks Doughnuts in the middle, or for T2 replacing another failed store on the corner a year ago, the section would be a ghost town.

It’s hard to say what could generate more foot traffic, after all, major department stores Kmart, Target, JB Hi-Fi, Big W and Best and Less are already in the centre.

But maybe centralising its fresh food offerings, presently in two blocks outside Coles and Woolworths, and creating a market-style atmosphere, could do the trick.

The problems with the corridor seem to have extended nearby; there’s frosted glass hiding closed-down shops on both sides of the Shard elevator, and the small shops in the Block Arcade are surely feeling the pinch too.

Popular overseas giants Uniqlo and H&M were great additions — they’re affordable, trendy and not-too-pretentious, and appear to be performing well.

But the homegrown anchor tenants have struggled, notably the David Jones concept store, which had to cut a level less than three years after it opened.

David Jones scrapped its Town Square entrance and top level in late 2018.

It had an entrance from the Town Square and was right next to some of its fancier eateries.

Are there really a swarm of people living in Maroondah who would park in valet, go and buy a $500 handbag or jacket, then go for a multi-course feed at Gradi? I don’t think so.

Meanwhile, Myer had to put in a children’s playground to revive its flagging fortunes.

The Town Square precinct offers great connections from the shops and out to the Realm library and Ringwood railway station.

But at night, it’s not the mega-bustling hub that even the ailing Knox OZone can be on weekends.

David Jones’ replacements — Holey Moley and Strike Bowling — are its only after-dark entertainment options, and one wonders why another gym — Goodlife — was necessary with Anytime Fitness a short walk away.

The only bar in the precinct, the craft beer, wine and charcuterie board-focused Sub Urban, isn’t really heaving at night and often closes its upper levels early.

Eastland’s The Cellar Door got renamed Sub Urban in 2018. Picture- Nicole Cleary

And when Jimmy Grants went under, instead of reinventing the prime corner spot, another Greek eatery with a new name waltzed in.

A casual pub, or a sports bar — hello The Sporting Globe — could have been the answer to quench the thirst of the sport-loving outer east fans.

Eastland is now trying to crack the office worker market and is building a co-working hub on level three, and its huge 11-storey EastCo tower for the Department of Transport opposite Town Square.

It’s a smart move, because these workers can then tap into the retailer mix within the centre.

But its questionable whether they will want to have lunch daily at Hunter and Barrel, or go buy a dress from Martin York between meetings.

Don’t get me wrong, Eastland is much bigger and better than before, and far more appealing than my old local, Westfield Knox, which Scentre Group is inexplicably taking forever to revamp.

The centre has also done some fantastic community initiatives and activations, including its free meals for the needy with the Glen Park Community Centre, which received a council Australia Day award last month.

It’s just their attempts to please the affluent crowd which seem to have missed the mark, and maybe some work is needed to refine the offerings so they appeal to more demographics.

Because for now, shoppers are voting with their feet and sending a message that Toorak-style shopping and vibes is not part of the Ringwood DNA.