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Relocating in Glenferrie Hawthorn

Updated: Dec 8, 2021

Relocation, location, location!

Location plays a powerful role in the success of any retail venture. As one of Boroondara’s most popular local shopping precincts, Glenferrie owes much of its growth to its proximity to public transport, the city, universities and schools, and surrounding residential neighbourhoods. As businesses grow and expand, some traders look for a larger location and to place themselves in a more premium position for passersby. Glenferrie traders who relocate and remain within the local area reinforce the stability, amenity, and prosperity of the Glenferrie Hawthorn streetscape and community.


Callipso One - Shop 1/818 Glenferrie Road


After five years on Glenferrie Road, when Tracy saw the opportunity to move Callipso One closer to Glenferrie’s other fashion boutiques, she took it.

The new location is “completely walkable from the centre” and she has noticed a significant increase in foot traffic, including a surprising number of locals who were not aware of her former store at 797 Glenferrie Road. Tracy used the move to remodel Callipso One to suit her taste and bring the store in line with her own black-and-white branding. “It’s more modern, more spacious, and easier for customers to shop,” she said, also finding it “more appealing to a younger demographic”. Callipso One regulars have welcomed the “luxe” new look and availability of on-street parking, meaning they are now able to stop in more frequently.

While Tracy did look at a few other shopping precincts, “I decided to stay in the area because of my customer base”.


Blackbird & Fox - 714 Glenferrie Road


When Blackbird & Fox were not able to continue the lease of their long-term retail space in 2019, it would turn out to be a blessing in disguise.

After almost a decade in the Lido Arcade “building strong links to the local community and a loyal clientele”, owner Kate had little luck looking for another suitable location in the local area until she was offered the soon-to-be-vacated 714 Glenferrie Road. “It was one of the properties I had always admired on Glenferrie Road,” she said. “I was excited to make it our own.” They embraced the store’s original period features and increased storage space with a matching vintage industrial interior design and much more open and spacious layout compared to their more “sterile”, multi-level former store. Now, even two years later, Blackbird & Fox still find themselves being discovered by new local customers and re-discovered to the delight of old regulars.

While the relocation was a definite upgrade to a more fitting premises, Kate does worry that the current real estate climate is difficult for small business owners. As leases negotiated prior to the pandemic come to their natural end, Kate expects a “shake up ... of businesses relocating”, hoping a post-pandemic Glenferrie Road will involve landlords and tenants working more cohesively for the benefit of the street as a whole.


Merton Lawyers - 713 Glenferrie Road


Merton Lawyers' relocation, rebrand, and renovation in January 2021 was a natural development for the firm, who were “never going to let go” of their connection to Glenferrie Hawthorn by moving anywhere else.

Directors Dave and Anthony began Merton Lawyers in 2016 at 26 Liddiard Street, originally a co-working space before the firm quickly expanded and took over the entire lease. 713 Glenferrie Road offered the opportunity for even further growth “front and centre in the local community”, with greater collaborative and private workspaces, private carparking, and convenience for clients now able to step right off the main road into their boardroom. When the laneway corner shop went up for lease, they were “excited to immerse ourselves” in their favourite “blue ribbon strip” of Glenferrie Road among veteran traders such as Readings, Haigh's Chocolates, Glenferrie Gourmet Meats, and Red White & Amber.

Despite the challenges of the past year, Anthony believes the recent influx of new traders and expansion of some local retailers is an exciting and successful time for Glenferrie Road. “Businesses have really embraced new opportunities, and it’s really going to thrive.”


Small Patch Wine Store - 707 Glenferrie Road


A week before lockdown at the end of May 2021 and a decade after first opening, Small Patch Wine Store reopened at 707 Glenferrie Road.

Owner Craig explained that the new location offers “so much more room to grow” than their original, smaller store at 346 Burwood Road, with multiple entertaining spaces offering exciting opportunities to host a range of craft beer, wine, and food events. He did consider expanding to a second location in another area, however “moving completely out of Hawthorn was not on our mind” because “we’ve built up a loyal base”. Still waiting to see which products take the fancy of customers in their new “microclimate”, now that Small Patch Wine Store find themselves “far more central” with “more foot traffic”, Craig looks forward to being discovered by even more locals “looking for that ‘neighbourhood’ wine bar/bottle shop experience”. He also appreciates that “there is a definite village feel to the pocket of shops that we are nestled into”.

Small Patch Wine Store's first week of trading on Glenferrie Road was crowded with regulars, new customers, and fellow traders. “It was lovely to hear all the love and support,” said Craig. “It’s very encouraging.


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