New South Wharf DFO opens in Melbourne in October

14/10/2009 7:52 pm

The newest Direct Factory Outlet, DFO, opens at Docklands' South Wharf on October 15, with over 100 brand outlets with savings of up to 70% on retail prices of clothing, jewellery, bedding and manchester, sporting goods and footwear.

DFO Links:

DFO South Wharf HERE
DFO South Wharf shops map HERE
DFO South Wharf parking HERE

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Just in time for Christmas shopping, the newest DFO store offers shoppers a huge range of clothing, homewares and sporting wear at reduced prices. The current DFO at Spencer Street is changing to be a retail shopping centre, rather than a discount outlet. The South Wharf DFO is located in the Homemaker Hub at South Wharf, along with The Good Guys.

What stores, outlets and seconds shops are at DFO South Wharf?

DFO centres are home to Australian and international brand stores selling discontinued lines, current end-of-season lines, previous season stock and samples. Save up to 70% at DFO South Wharf's over 100 outlets and stores including:

Ginger Tree, Dotti, Diana Ferrari, Cue, Country Road, American Cargo, Charlie Brown, Cotton On, Garfunkle, Guess?, Review, Rivers, Pepe Jeans, Mossimo, Seed, Femme, T Bar, Pilgrim, Jeans West, Jay Jays, Glassons, Veronika Maine, Witchery, Marcs, Levis, FCUK, Industrie, Armani Outlet, TaroCash, Novo, Nine West, Aquila, Sketchers, Bed Bath and Table, Brands Outlet, Bendon, CK Intimates, Simone Perele, Peter Alexander, Bras N Things, Mimco, Strandbags, House, Matchbox, Anaconda, Kikki K.

Aswell as the clothing shops Anaconda outdoor and camping mega store, JB Hi-Fi and The Good Guys are in the Homemaker Hub.

As with all DFO centres, you won't find latest season stock at 70% off unless it is damaged or a sample. You will find good bargains on last season's stock, samples and end of line items. You should put aside at least an hour at any DFO centre to allow you to search racks for bargains in your size or colour.

DFO South Wharf address:

Convention Centre Place South Wharf 3006. Between the Melbourne Convention Centre and the new Melbourne Hilton Hotel.

Hours of operation: 10am to 6pm seven days a week (open late till 9pm on Friday). Catch tram 96 and 112 and hop off at the Melbourne Exhibition Centre and follow the walkway around past the Exhibition Centre and follow the Orrs Walk. Contact South Wharf DFO on 03 9099 1111 or email southwharf@dfo.com.au

What is the new DFO like? Is it any good?

Admin's thoughts so far:
I've visited the new South Wharf DFO twice now. Once on the official open day and then again on October 31 for the Anaconda opening.

On the official opening day maybe one third of the shops were open and the entire centre smelt of fresh paint.

The second visit was at 8am on October 31 for the official opening of the Anaconda store. I received a free Anaconda day pack with beanie, coffee travel mug and headlamp. An odd time for an opening. No other stores were open at that time, there still seemed to be many shops that had not been filled yet.

South Wharf DFO Parking: ($4/Hr 1/2 Price with a DFO purchase. Max Daily $24)

There is paid parking directly outside the DFO and Homemaker Hub. If you purchase within the centre you can validate your parking and receive 50% off. It is still a bit steep for a shopping centre that is still opening. I spotted a few free parks outside the parking lot if you fancy a little bit of a walk to save some coins. Wilson Parking are the official providers, see a map and pricing click here. Check casino parking prices as DFO is a nice wander along the front of the Melbourne Exhibition center (past the Polly Woodside). Casino parking can be $6 for 6 Hours in the multi-deck on Clarendon Street.