Geon Property plans to rebrand Fairfield Homemaker Centre as Fairfield & Co, a new destination for shopping, entertainment and amusement.

Fairfield & Co is a six-stage mixed-use lifestyle destination featuring tenants such as Hayman’s Electrical, Queensland X-Ray, and Greencross Vets.

The fourth stage of its development, covering 4200sqm of tenancy space, was opened last week and includes a variety of tenants as well as Townsville’s first X-Golf venue, which has six golf simulators, food and beverage options, and a mini golf course.

“Bouldering giant Urban Climb, swim school Fish n Flips, FitStop and local favourite Lighten Up Yoga are other big names in Fairfield & Co Stage 4,” said Geon Property CEO Ben Griffin. 

Thanks to the emergence of Gen Z, the company’s initial 2016 launch as a typical retail centre has been replaced by a landmark shopping and entertainment experience for all ages, he said.

Townsville has a higher-than-average percentage of Gen Z residents who were born in the late 1990s and early 2010s, which has driven a significant transformation in retail.

“With Gen Z representing such a significant part of the local market, and bolstered recently with the return of international students, getting the tenancy mix right will be critical to attracting and retaining this key demographic as their consumer power grows,” Griffin added.