RX's Melissa Hayden typically sits behind the scenes, running our engine room. In her first article for The X-Files, she gives us her take on the new Mānawa Bay and her thoughts on whether this will be a fizz or flame destination.
Working in a retail consultancy practice, the much-anticipated opening of Mānawa Bay, a new premium outlet mall, had been on our radar for most of the year. When it finally opened on September 19th, it provided the perfect opportunity for a “work” shopping recce to assess how it stacked up against expectations.
Usually, you’ll find me working behind the scenes on the operational side of the business, so shopping for me is usually for pleasure or therapy! This, however, was my first experience analysing a shopping venue through the lens of retail experience.
A Strategic Location for Shoppers
Mānawa Bay is strategically situated near Auckland Airport, making it accessible to both local shoppers and those traveling from different parts of the city. Its prime location off the Southwestern Motorway adds convenience, enhancing its appeal as a premium shopping destination for Aucklanders and tourists alike.
Elevating the Outlet Shopping Experience
With a mix of global fashion houses, athleisure brands, and everyday wear, Mānawa Bay aims to redefine outlet shopping in New Zealand. More than just an outlet mall, it’s positioned as a premium retail destination, where the shopping experience itself is intended to be just as significant as the value offered.
First Impressions: Seamless Arrival
We arrived on a Monday morning after a successful opening weekend. The media had highlighted extensive traffic jams, a scramble for car parks, and even missed flights due to the mall's proximity to the airport. By Monday, the opening buzz had subsided and at 9:45 am, the car park was easy to navigate, and finding a spot was a breeze.
On entering the mall, visitors are funnelled through a main entrance with clear wayfinding and signage, and the mall’s figure-eight layout directs foot traffic in two main directions: toward the Lindt shop and eateries on one side, or fashion and athleisure stores on the other. Despite several stores still being under construction, there was plenty to explore.
Is It Truly Premium or Just Another Outlet Mall?
While Mānawa Bay aspires to offer a premium outlet experience, it currently feels more like a polished, modern version of Dress Smart or the Australian DFOs. The store selection, with a few notable exceptions, doesn’t yet distinguish itself significantly from other outlet centres in the region.
Many stores offered new season stock at full price with sections of discounted outlet bargains. While some stores, like Flo & Frankie, offered on trend items at reasonable prices, most left me feeling underwhelmed and in some the prices were expensive for the quality of the goods on offer.
My mission to find sports socks for my child led me to several athleisure stores, but the lack of regular sizes in stock reflected the typical challenges of outlet shopping—XS and XXL sizes were all that remained. It was understandable, given the rush of the opening weekend, but still disappointing.
There are, however, some exciting additions that elevate the experience. The Lindt shop is New Zealand’s first ever and comes complete with a pick-and-mix station. Given the lines of eager shoppers queuing up for coffee and sustainably sourced chocolate, this store is a winner.
High-end brands Kate Spade, Michael Kors, and Tommy Hilfiger contribute to the mall’s more premium aspirations. The bags at Kate Spade were whimsical and had an international feel although whether the general NZ population is ready to purchase a bag that looks like a teapot is yet to be determined.
The Arrival of Ariat: A New Retail Addition
One of the most exciting and new to NZ brands at Mānawa Bay is Ariat, which blends athletic footwear technology into equestrian boots. The brand offers more than just equestrian gear, with a range of dress, work, and western-style boots, durable denim, and weatherproof jackets.
Smart visual merchandising in the store highlighted how their jeans pair perfectly with their boots, creating an aspirational yet functional shopping experience. We were ready to buy some boots, channel our best Beth Dutton impression and find ourselves a cowboy.
Thoughtful Design Enhances Consumer Flow
The layout of Mānawa Bay is carefully designed to optimise customer flow, making the shopping journey feel intuitive and engaging. Wide walkways and a natural flow between sections make it easy to navigate, ensuring that shoppers can move efficiently between zones. While the spacious design created a relaxed atmosphere on a weekday morning, I can imagine it becoming more congested on a busy weekend.
Best Store Layout: Nike
One of the standout experiences was the Nike store, which excelled in customer engagement and store layout. Large digital displays at the storefront drew in shoppers, while inside, elevated plinths with mannequins showcased complete outfits, providing style inspiration. Nike's commitment to diversity was evident through the inclusion of plus-size mannequins. The open layout made it easy to navigate between sections for men, women, and kids, while at the rear, stacked vertical footwear racks maximised space and efficiently accommodated the store’s vast range of SKUs.
More Than Just Shopping:
Mānawa Bay does offer more than just shopping in its food court and outside areas. Included are essential food icons like St Pierres, Tank Juice, Better Burger and Wu Cha, as well as crowd favourites like Korean fried chicken slinger Ko Ko Dak and pasta-centric Needo, plus newcomers like Australian fresh food brand Soul Origin which delivers health hits in the form of salads, sandwiches, and smoothies.
Thoughtfully designed seating areas, family-friendly amenities, outside space, activities for the kids and a variety of dining options make it a welcoming environment for all. The waterfront location adds to the feel, with stunning views from the food court and outdoor cafes, enhancing the overall customer experience. Today’s shoppers crave more than just a transactional visit—they seek experience, and Mānawa Bay delivers on that front.
Outlet Showdown: Who Will Reign Supreme?
Mānawa Bay’s closest competition is Dress Smart in Onehunga, and with many of the same stores on offer, Dress Smart will need to step up to maintain its appeal to both loyal and new customers. To stay competitive, they must attract fresh retailers, refresh common areas, upgrade amenities, and modernise the overall look and feel of the mall.
Mānawa Bay already stands out with a more inviting and vibrant shopping environment. While Dress Smart’s closer proximity to the city is a distinct advantage, it also needs to reconsider its operating hours, as the current 5:30 pm close pales in comparison to Mānawa Bay’s extended 7 pm hours. At this point, Mānawa Bay is emerging as the clear winner, and there's a real concern that Dress Smart could risk the fate of other struggling shopping centres, with retailers possibly choosing not to maintain a presence in both locations.
Final Thoughts: A New Retail Destination with Potential
Overall, Mānawa Bay is a welcome addition to Auckland’s retail landscape. While it is still early days, and the experience didn’t yet fully differentiate itself as a premium outlet, the thoughtful design and brand mix show promise. With its strategic location and blend of established and new-to-market brands, it is positioned to attract a wide range of shoppers.
As more stores open and the vision for the mall comes to life, I’ll be eager to return and see how the experience has developed. In a constantly shifting retail landscape, Mānawa Bay signals that Auckland is striving to keep pace with global retail trends, and I look forward to watching its growth as a premier shopping destination.
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