Greensborough Plaza

Greensborough Plaza

Greensborough Plaza from Main St.
Location	Greensborough, Victoria, Australia
Coordinates	37°42′14″S 145°06′07″E / 37.704°S 145.102°E / -37.704; 145.102
Opening date	1978
Management	Lend Lease Retail Group
Owner	Lend Lease through the Australian Prime Property Fund
No. of stores and services	~185
No. of anchor tenants	6
Total retail floor area	70,804 m²
No. of floors	3
Parking	~2700
Website	greensboroughplaza.com.au
Statistics from Lend Lease.

Greensborough Plaza is a major regional shopping centre, located in Greensborough, Victoria in the north eastern suburbs of Melbourne, Australia.

First opening in 1978, the centre was known simply as Greensborough Shopping Centre. Around 1990, the centre was known as Valley Central, and the current Greensborough Plaza name was introduced in 1995. Former major tenants in the centre over the years have included: Waltons department store, Stan Cash, McEwans, Venture, Jewel Food Barn, Franklins No Frills and World 4 Kids.

The shopping centre has undergone two major renovations in its lifetime. The first of these renovations took place in 1990, and the second in 1996 which included the addition of a new 13,000m² Myer store, the first new store for the chain to open within Victoria in over twenty years.

In 1998, both Harvey Norman and Rebel Sport both commenced operations at the centre. Both stores were designed as new larger concept stores which had never been tried by either retailer before. Harvey Norman has left in 2015 and JB-Hi-Fi moved to its location becoming jb hi fi home

In September 1997, it was announced that the Myer department store was to be converted into an outlet for Target, as a Target Home concept store. Costing A$5 million (1997), the conversion was scheduled for completion by February 1998.

The store was converted after months of evaluation and market research, on account that the store was not satisfying consumer needs. According to research undertaken by the Centre and Coles Myer at the time, customers were preferring to go to larger Myer outlets in the nearby suburbs of Preston (Northland) and Doncaster (Shoppingtown). Analysis also suggested that a Target outlet at the centre was more preferred by the centre's target market, and would boost visitors to the centre by 6%. The Greensborough Plaza location was the first Target store to be rolled out as part of the Target Home concept.