Highpoint Shopping Centre

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Highpoint shopping centre is about to get a make-over. Three new fashion and beauty brands; Benefit Brow Bar at Myer, Metalicus and La Senza are about to be added to the existing 200 fashion retailers currently represented in the centre.

The addition of these stores is just the beginning of Highpoint's redevelopment plan over the next couple of years, which will result in the introduction of David Jones in 2013 - the first in the west, and a definite 'highpoint' for the centre.



At a recent Royal Wedding party guests were divided - over Kate Middleton's eyebrows. Whilst the girls admired the impeccable shape of Katie's brows, the guys concluded they were too thick. Thick or thin, well groomed brows are an essential accessory and the notion of seeking professional help for a flawless look is one that has caught on over the last few years. "I love watching a woman's confidence soar after shaping her brows," say Hilary Foote, Benefit Global Brow Expert and Master Aesthetician.

The Benefits of professional brow shaping:
1. It's quick easy – can be done in your lunch break or before/after work.
2. "Well groomed brows set your face and make you look instantly put together," says Hilary, which will give you confidence in your appearance.
3. The Benefit team will recommend tips and handy products to keep your brows looking their best between visits, such as brow pencils and gels. They even have products to match your brows to your hair colour (should this change).
4. Benefit Brow Bars are available in most Melbourne Myer stores, so are easily accessible.

The Metalicus clothing concept originated from designer Melma Hamersfeld's experimentation with stocking fabric in 1992. Hamersfeld's curiosity with stretchy fabric resulted in the development of this innovative bodywear brand that grew from the demand for high-quality basics suitable for laying. Over the last couple of decades, Metalicus has broadened their selection of fabrics, which now include cotton, wool and silk and developed ranges to cater for children and tweens. Their core philosophy remains unchanged: "No matter how far we go and how far we grow, everything from our fabric to our designs is made with our philosophy in mind: we provide the basics, you create the look."
The Metalicus Autumn/Winter 2011 collection incorporates a variety of styles including jackets, tops, skirts, dresses, accessories and legwear. Key colours include stone, aubergine, burnt coral and black.

With six existing stores, an online store and five other stores (including Highpoint) set to open this month (with more planned openings throughout June and July), it is evident that lingerie retailer La Senza has a firm grip on the Australian market.

In August last year The Australian reported that La Senza would expand from four to fifteen stores within the year, with more than 100 stores planned for Australia and New Zealand in the next three years. Speciality Fashion has signed a ten year licensing agreement for La Senza in Australia and chief executive Gary Perlstein justifies the group's aggressive expansion with the fact that "the intimate apparel market is worth $2 billion and is growing by 6 per cent a year. We see a big growth opportunity for our group." Perlstein also believes that La Senza's success in Australia will be driven by a market that "is currently dominated by department stores which sell a whole range of different lingerie brands, but is under-represented by stand-alone labels."

La Senza is a vivacious, young, sexy brand that uses bright colours and flirtatious styling to appeal to its fun-loving customers. Look out for brightly coloured bra and brief co-ordinates in lace, as well as fun prints and cute trims such as ruffles and bows. You can read more here .

As with many redevelopments, there will be periods of inconvenience as certain areas of the centre close for building works. Safeway and several other fresh food retailers, as well as approximately 600 car parks and part of the Ring Road from Warrs Road will close on Sunday 1 May 2011. A new supermarket and other fresh food options will result from this redevelopment in late 2012.

The final phase of the project will include the addition of David Jones department store, 100 other speciality retailers and an additional 1000 car parks by 2013. The new development will also employ sustainable alternatives, such as recycled materials for construction, as well as energy efficient lighting and natural ventilation.

Benefit Brow Bar at Myer and Metalicus have just opened at Highpoint. La Senza opens on 12 May.

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