First look inside Mānawa Bay, Auckland’s newest outlet shopping centre

Thursday, 19 September 2024

Auckland Airport’s premium outlet shopping centre Mānawa Bay opened its doors on Thursday morning, to much fanfare.

The $200-million centre, hoping to capture the Auckland and international tourist markets, is home to 14 eateries and 100 shops, including Lindt, Guess, Timeless Watches and Kate Spade.

More than 20 companies have opened their first New Zealand stores in the centre, which sells a mix of local and international branded goods – some at discounted or reduced prices.

Hundreds of people waited outside the 35,000 sqm shopping centre ahead of its official opening on Thursday morning. Shoppers were greeted with a waiata by Te Ahikaaroa from Manurewa High School before streaming into the centre.

Brooks, Hoka, Dr Martens, ilabb, Fila, Nike and the North Face were among retailers that have stores in the centre, and queues could be seen outside Nike and New Zealand’s first Lindt store.

Sunny Sun arrived at the centre just before the 10am opening and said she liked what she saw. The Mt Eden-based shopper said she was particularly excited to visit the Nike, Lindt and Coach stores.

“I like the centre. I like the quite high ceilings, it’s a really comfortable shopping environment. From 1 to 10, I give Mānawa Bay 9.5,” Sun said. “I like all the rest areas too.”

Premium outlet shopping centres are experiencing a renaissance of sorts globally, driven by savvy consumers looking for bargains amid the high cost of living.

Retail commentator Chris Wilkinson said the perception of outlet shopping had changed, and some of the most successful malls globally were outlet centres.

“Outlet shopping used to be a functional shop but, increasingly, good food and beverage experiences are helping anchor centres and attract shoppers,” Wilkinson said. .

“While traditionally known as shopping centres for discounted, end-of-season merchandise, outlet centres have evolved. Today, many products are specifically designed for this market, but it's the brand recognition and the promise of value within a unique shopping experience that differentiates outlet centres and attracts consumers.”

Wilkinson said Mānawa Bay had launched with a strong food and beverage offering and would draw in shoppers with its unique brands.

Adam Price, head of retail at YD, one of the brands that opened in Mānawa Bay, had high hopes for the new store, one of nine across the country.

YD.’s Dressmart store in Auckland’s Onehunga was currently its biggest New Zealand store for turnover, but Price said Manawa Bay could take that title.

“This is the first centre that has opened fresh in Auckland in a long time and having a store open here is massive for us,” Price said.

YD. Mānawa Bay had a large portion of its goods marked down, including end of season stock, but also stocked its new season range.

YD. is part of Retail Apparel Group, which also operates Australasian retailers Tarocash, Connor and Johnny Bigg, owned by publicly listed South African retailer Foschini Group.

Mānawa Bay is located a four-minute drive away from Auckland Airport.

Wilkinson said he expected Mānawa Bay to quickly become one of Auckland’s most popular shopping malls.

“There is a significant audience that has developed around Auckland Airport in terms of workforce and hotels which underline reliable and consistent trade. Add to that good road connectivity from Auckland and Waikato, along with air travellers who will likely add this to their itinerary, and you have an already strong and growing market that will fuel demand.”

A spokesperson for Auckland Airport, the owner of the centre, was not immediately available for comment.

Thomas Schnetzler, master chocolatier at Lindt, told The Post Mānawa Bay was chosen for Lindt’s first New Zealand store as it was close to both the Airport and city centre.

The store, which served ice creams, hot chocolates and coffee, was designed to look and feel like its global stores.

“Whether you are in a Lindt shop in New York, Paris, Zurich or Auckland Mānawa Bay, they are all virtually the same in footprint, look and feel. Coming here, you are getting the same experience as you would get in Zurich,” Schnetzler said.

Setting up the Auckland Lindt store had been a “significant” investment, Schnetzler said.

“We’re a premium product so [the biggest] investment for this store has been in machinery and store layout. This is one of the first stores that we have with digital screens and that gives us flexibility and adds to the premium look.”

Lindt planned to open more stores in New Zealand, he said.