The shopping centre industry is driven by people. It’s the skills and expertise of the people that manage, develop and evolve shopping centres for their communities that creates this great industry. In this special ‘Movers & Shakers’ feature published in SCN magazine, we speak with nine industry leaders about their career journey and experiences, and discuss some of the key trends and major challenges facing our industry. Here, we profile Meredith Hayes, Head of Retail at Lewis Land Group. 

Tell us about your current role and main responsibilities

As the Head of Retail at Lewis Land, I lead the Group’s shopping centre business, overseeing a $1 billion portfolio. I am responsible for the management and performance of Lewis Land’s retail assets, primarily focused on enhancing customer experience and delivering superior returns to our shareholders. The portfolio includes the properties Harbour Town Premium Outlets on the Gold Coast and in Adelaide, as well as Sovereign Place Town Centre in Port Macquarie.

My role extends to the master planning of Lewis Land’s extensive land holdings and future developments, particularly in the Gold Coast and Port Macquarie areas.

I shape the company’s retail strategy and to maintain Lewis Land’s position as a significant player in the Australian retail property market. I have an extensive background in property management, transactions and commercial real estate which helps me navigate the complexities of the retail property sector.

What do you love most about your job?

The incredible people I get to work with. Our centre teams, my colleagues, and our stakeholders form a dynamic and collaborative environment that makes each day exciting and rewarding.

As someone who enjoys connecting with people, I find satisfaction in building and nurturing relationships within our team, and with our retailers and joint venture partners.

Do you have any career highlights, proudest moments?

Something that I am most proud of is motivating a culture of collaboration across our asset teams. This collaborative spirit not only enhances our team’s performance but also allows us to share insights and best practices, ultimately contributing to the success of our shopping centres and the experiences we create for our customers.

Which in your opinion is the best example of a good shopping centre, retail precinct or place?

A standout for me is Bicester Village in the UK. What I love about this premium outdoor outlet centre is its commitment to luxury. You have your high-end brands like Gucci, Prada and Burberry set in an up-market village style layout that makes the experience feel more like a mini-holiday than a shopping trip. As a full line centre, a destination such as Westfield London also comes to mind with its impressive design elements and sheer size. A place customers can revel in luxury shopping alongside a champagne bar and enjoy alfresco dining in a vibrant evening economy. Ideally, a perfect centre would be a destination where customers feel a sense of community; a hybrid centre where people can go for basic needs, a phone case, a luxury car, or just free air conditioning. A good shopping centre will leave our customers who have spent their hard earned money feeling satisfied without regret. In a post-pandemic era, shopping centres need to reinvent and repurpose themselves, providing customers with more than just a mix of familiar retailers. Biophilic design elements can offer our consumers social benefits together with an engaging customer experience.

Your favourite retailer and why?

As a quality, Australian and premium brand, R.M. Williams stands out for me for its exceptional craftsmanship and timeless style. This carries through to its incredible store designs and merchandising, which create an immersive environment and authentic connection with customers.

We are fortunate to have R.M. Williams as a tenant in both of our Premium Outlet centres, and the brand offers an engaging shopping experience for our local customers and tourists who visit us. The brand’s commitment to excellence, Australian heritage and ability to remain relevant to both long-time customers and new generations, make it a standout choice.

What advice would you give to someone starting in the industry?

Be open to new opportunities and experiences. The retail landscape is constantly evolving, and being adaptable is key to success. Embrace change and be willing to step out of your comfort zone. Remember that hard work is essential in this field; there are no shortcuts to building a successful career in retail property. Be prepared to put in the hours and to learn from every experience.

Equally important is to avoid pigeonholing yourself too early in your career. The retail property industry offers a wide range of roles, from leasing and property management to development and investment.

Explore different aspects of the industry to find where your passion and strengths lie. Be confident in your abilities, but also understand that gaining knowledge takes time.

What excites you about the future of our industry?

I am particularly excited by the evolving role of outlet centres in Australia. Luxury and premium brands, both established and emerging, are taking a fresh look at outlets and finding they have a place in their retail strategy. This shift coincides with consumers adopting budget-stretching strategies, including shopping at outlet centres, which has led to growth in this sector.

What’s especially exciting is the emergence of Gen-Z adults as a key demographic for us. This growing customer base is forming shopping habits that they’ll carry forward into their prime earning years, and we are connecting with them now. They’re tightening their belts due to the rising cost of living but are unwilling to sacrifice quality for value, making outlets an attractive option for finding the best brands at lower prices. This demographic focus also positions outlet as a starting point for new consumers to begin their journey with luxury and premium brands.

At Harbour Town Premium Outlets, we invest in experiential amenity, because our centres are destinations that are not central, so it’s crucial to have an offer that provides a day out for the whole family.

We’ve enhanced our dining precincts through Harbour Town Eats entertainment and leisure offerings, and convenience. As we look to the future, I’m excited about the opportunities for growth and innovation in outlet retail, especially as we continue to adapt to changing consumer preferences and economic conditions.

This Q&A profile of Meredith Hayes forms part of SCN’s Movers & Shakers feature. Premium members can view the full series in the latest edition of SCN magazine.