Tung Chung complex aims to fill a gap by bringing together discount stores offering global brand names
Faced with competition from conventional retail arcades in the city's busy districts and lured by the successful experience of overseas operators, Swire Properties Management has been transforming its Citygate shopping centre at Tung Chung into a factory outlet complex.
The conversion plans to bring customers year-round discounts of 30 per cent to 70 per cent and boost the appeal of the centre which is in a remote district.
However, property consultants said such a transformation was aggressive and the landlord would find it challenging to entice shoppers to the complex.
Tim Jones, a senior portfolio manager of Swire Properties Management, said the concept was similar to that seen overseas.
'It shares overseas outlet malls' winning formula in offering international brand names outlets,' Mr Jones said.