Page 7 or decades, Hanna’s Arcade stood as one of Armidale’s great meeting places – a cultural and commercial hub where locals mingled, shopped, and shared daily life. But as retail trends shifted and the historic department store closed, the once‑bustling arcade slowly emptied. Its long colonnades, stained‑glass touches, and unmistakable charm remained, but much of the energy that once defined the East Mall faded away. Today, that story is changing – and it started with two tenants who saw possibility where others saw decline. When Sam Kelly and his business partner Duncan Moran relocated their B2B IT services company, Morelly, from the Smart Region Incubator at the university into town, they were looking simply for a place to grow. They found far more than an office – they found a vision. “We took the opportunity to set up our office in what is genuinely one of the most beautiful buildings in town,” said Duncan. But when they moved into Hanna’s Arcade, they noticed something else: the old department store space, a defining feature of the building, had been left in an “undesirable” state. Rather than accept it, they rolled up their sleeves and began cleaning, repairing, and refreshing the space – not because they were asked to, but because they believed the arcade deserved better. That initiative caught the attention of the building’s owner group, who soon invited them to buy into the property. They accepted enthusiastically. “Our guiding principle wasn’t simply finding the easiest tenants to fill a space,” said Duncan. “We wanted to put the right tenants in – businesses that complement each other, build community, and re‑establish culture and vibrancy in this part of town.” That philosophy has already reshaped the arcade. Long‑standing tenants – APJ Law, Image 2 Dye 4, Smith Sharpe & Abbott, New England Records and others – provided a solid foundation. But new arrivals, including NJOY Pilates, Via Rey, Double Drop Espresso, Bistro Margolyn, and Chique Hair, have introduced fresh energy and daily foot traffic. “It’s about creating stability for the building and anchoring a new version of the epicentre Hanna’s once was,” he said. “Whether it’s early mornings, nine‑to‑five activity, or evening dining, we want to bring life back to the East End Mall.” More exciting tenants are still to be announced, and additional footprint will soon be available for businesses looking to join the momentum. The revitalisation hasn’t stopped at street level. The pair have also established Regional Workspace, a fully serviced office offering upstairs. It’s become a hub for businesses that don’t need a full commercial lease but want a professional presence in the CBD. What’s emerged is an organically formed community – many of them women‑led businesses – including Wholesome Health Chiropractic, Her Heard, Little Steps, and Wallaby Indigenous Corporation. Through referrals, collaborations, and shared goals, they’ve built a micro‑ecosystem that strengthens the arcade as a whole. But at the heart of this revitalisation is a simple but powerful belief: Armidale deserves a CBD that reflects its character. “We imagine the East End Mall as a place that blends relaxed country lifestyle with the vibrancy of an urban centre,” said Duncan. “Armidale has the socio‑economic profile to support great offerings – the community just needs the opportunity.” The team has been active participants in Creative Streets, Christmas in the Mall, and other council‑led initiatives, and they’re eager to collaborate further. Since December 2024, Armidale Regional Council has worked closely with the team to untangle complex redevelopment challenges, from building certifications to broader regulatory hurdles. “Much of the legal and bureaucratic terrain was new to us, but rather than letting us stumble, council stepped in with timely guidance and practical support,” said Duncan. “That partnership has been critical to attracting new businesses back to the East End Mall and to the progress we’ve made so far. “We’re proud to be operating in an environment where council and local business are aligned in driving regional growth. As a local with a young family growing up in Armidale, that shared commitment gives us real confidence to keep investing our time, energy and resources in this town.” F How Hanna’s Arcade is powering the East Mall’s renewal
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