Val Morgan Outdoor (VMO) has expanded its retail network to 550 locations nationally, making it the largest retail outdoor network in Australia by footprint.
The milestone follows a $15 million capital expenditure that has added more than 100 new sites across the country in the past 18 months. New contracts and long-term renewals with Central Park Mall, Meriton Retail Precincts, Region Group, and TOGA underpinned the expansion.
Network built around shopping behaviour
Anthony Deeble, Chief Commercial Officer of The HOYTS Group and VMO, said the result reflected a long-held strategic ambition.
“This is a milestone moment for the VMO business. From the beginning, our long-term goal has been to deliver the most extensive retail coverage in the country,” Deeble said.
“It reflects the strength of the partnerships we’ve built with landlords and property groups over the years and the expertise and dedication of everyone in our team to drive this network forward. We’re proud of what we’ve achieved and to continue building on it.”
Paul Butler, Managing Director of VMO, said the network was designed to mirror how Australians actually shop – across a range of retail environments rather than a single format.
“VMO has been built on a simple understanding that audiences move through a mix of everyday shopping environments, whether it be neighbourhood centres, local retail, convenience stops and top-up trips, alongside larger, planned visits to purpose-built retail precincts,” Butler said.
“Our network reflects that reality. It’s designed around where shopping behaviour actually happens in these everyday moments, across both metro and regional communities. It’s within these environments that habit, frequency and path-to-purchase influence are formed, creating the strongest opportunity for brands to drive sales and action.”
VMO operates across Australia and New Zealand as part of the Val Morgan Group.