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BUILDING 8, 658 CHURCH STREET RICHMOND PREPARED BY JONES LANG LASALLE FOR PROPERTY BANK AUSTRALIA
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658 CHURCH STREET, RICHMOND
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CONTENTS EXECUTIVE SUMMARY
5
MARKET OVERVIEW
6
PROPERTY OVERVIEW
10
EMERGING OCCUPIER TRENDS
12
STRATEGIC POSITIONING
13
LEASING STRATEGY
14
SUPERIOR MARKET INTELLIGENCE
18
JLL CORPORATE SOLUTIONS
19
MARKETING 20 COMPETITION MATRIX
26
RENTAL PARAMETRES, INCENTIVES, CAR PARKING AND LEASE TERM
27
MEET THE TEAM
28
TRACK RECORD
30
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658 CHURCH STREET, RICHMOND
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EXECUTIVE SUMMARY Building 8, 658 Church Street, Richmond presents the ultimate opportunity to the Melbourne Fringe market offering potential occupiers premium office accommodation in the most sought after locale in the Melbourne Metropolitan Market. We understand that Property Bank Australia (PBA) are looking to take a long term and strategic approach to the leasing of the upcoming vacancy at Building 8, 658 Church Street and as such are looking to appoint a leasing agent to seek and secure tenants on their behalf. The existing and upcoming vacancy will present to a market that has relatively limited competing vacancy creating an optimum opportunity to lift rental rates and reduce incentives. Out ultimate aim is to assist in the repositioning of the asset to create maximum value uplift. This is in-line with PBA’s strategic investment aims in value-add and reversionary uplift. Your committed marketing team consists of market leading leasing professionals with the most relevant experience and unsurpassed track record in securing high calibre tenants at the optimum rates. Our proposed teams members are experts within the local markets who will ensure that the project is presented to the most suitable tenants. This eclectic combination of experience, networks and market knowledge will ensure that Building 8, 658 Church Street will be exposed to the right people, at the right time. At JLL we possess a strong ethos in getting the right tenant, not the first tenant that comes along thus allowing us to maximise the value in each deal. In the past 12 months, we have continued to outperform our competitors in terms of deals completed at better rents and incentives. We pride ourselves on our ability to leverage the market, the building and the opportunity against the tenant in achieving these stand-out results. Effecive leasing is not a sprint, often coming first results in less value being achieved.
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658 CHURCH STREET, RICHMOND
MARKET OVERVIEW Demand Demand in the Fringe has improved with four consecutive quarters of positive net absorption over 2014. Net absorption for the year was 27,700 sqm, a recovery from the negative 37,100 sqm absorption recorded over 2013. Net absorption in 4Q14 was 11,700 sqm. The vacancy rate fell for the second successive quarter, from 11.7% at 3Q14 to 10.5% at 4Q14. Both prime and secondary grade vacancy improved with demand outpacing the level of new supply coming onto the market. The market has also been aided by a significant amount of stock withdrawal in the second half of 2014, with older stock in St Kilda Road being earmarked for residential conversion / development. Supply The only project that completed in the Fringe market this quarter was a 1,600 sqm strata unit project at 20-26 Rokeby Street, Collingwood. This project brought total completions for 2014 to 8,700 sqm across three projects. The supply pipeline in the Fringe remains subdued. Only 5,000 sqm is currently under construction in two projects, both expected to
complete in 2015. While there is a reasonable pipeline of approved projects, none have secured tenant pre-commitment. Asset Performance Face rents have risen marginally in each of the last three quarters, as have effective rents. As at 4Q14, gross effective rents averaged AUD 314 per sqm p.a., a 1% increase over the previous quarter. Secondary gross effective rents have also increased by 1% to an average of AUD 249 per sqm p.a. The prime yield range is now 7.25%-7.75%, the narrowest range in more than 10 years. Secondary yields recorded a 50 basis points tightening at both ends of the range to sit between 7.25%-9.00%. Major Sales Transactions Investment activity remains buoyant in the Fringe market. A further six transactions totalling AUD 379.9 million were reported in 4Q14. The major sale in 4Q14 was 509 St Kilda Road, Melbourne, which sold for AUD 90.0 million to a private Australian investor. The vendor was Calibre Capital. The sale reflected a sales rate of AUD 4,592 per sqm. Transactions volumes have been solid throughout 2014, with 27 recorded sales totalling AUD 951.8 million.
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MELBOURNE FRINGE — MARKET BALANCE 14
18%
12
15%
‘000s (sqm)
10
12%
8 9%
6
6%
4
3%
2 0
0% 2011 2012 2013 2014 2015 2016 2017 2018
SOURCE: JLL RESEARCH — AS AT DEC 2014
MELBOURNE FRINGE — GROSS EFFECTIVE RENTS
AUD/sqm p.a.
350
300
250
200 Dec-09 Dec-10 Dec-11 Dec-12 Dec-13 Dec-14 SOURCE: JLL RESEARCH — AS AT DEC 2014
Primary
Secondary
MELBOURNE FRINGE — PRIME YIELDS 10%
Prime Yields
9%
8%
7%
6%
5% Dec-09 Dec-10 Dec-11 Dec-12 Dec-13 Dec-14 SOURCE: JLL RESEARCH — AS AT DEC 2014
Vacancy Total Completions Under Construction
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658 CHURCH STREET, RICHMOND
Inner Melbourne Market and Vacancy Schedule We have outlined below the current size and vacancy of the competing office markets which is where we are likely to source tenants from.
PRECINCT
AREA
CURRENT VACANCY
PERCENTAGE
Booroodarra
436,760
43,537
9.97%
Yarra
290,307
28,299
9.75%
St Kilda Road
647,570
88,793
12.06%
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658 CHURCH STREET, RICHMOND
PROPERTY OVERVIEW
CITY
LINK
(TOL
L RO AD)
Building 8, 658 Church Street is THE premium office proposition which has everything. Located in the highly sort after Cremorne Office precinct and residing in one of Melbourne most renowned business park, Building 8, 658 Church Street is the office space that corporate business will aspire to. The property offers the full gamut of what the modern day tenant is looking for in terms of retail amenity with a myriad of cafes, restaurants and bars, public transport with the train and trams all being within walking distance as well as excellent access to the South Eastern Freeway via Cremorne Street and the Yarra Creek bi-cycle trail which connects the South Eastern Suburbs with the CBD. The precinct connects with Australia’s major sporting precinct with the MCG, Tennis Centre and AAMI Park all within walking distance. Building 8, 658 Church Street is the lifestyle choice for progressive businesses. The Cremorne Office precinct is the precinct where some of Australia’s major corporate players reside, presently being the head office precinct for companies like, The Just Group, Country Road, REA Group and MONThese major corporates have focussed on Ford Australia to name a few. AS FREE of the afore mentioned Richmond over other areas to takeHadvantage WAY characteristics and the young and vibrant skilled work force that all want to work in the Richmond locale. Building 8, 658 Church Street is a three level corporate office building with secure basement car spaces. The main corporate foyer is accessed via Hargreaves and Electric Street and enjoys a quiet position at the rear of the business park. The property overlooks Tree lined open space with easy access to the abundance of surrounding amenity. The refurbished and decorated grand foyer offers an excellent entry point that is the envy of the surrounding buildings. The art work and break-out space provide a contemporary avenue into the availability as well as an informal meeting point. The upcoming consists of three, circa 900 square metre floor plates all enjoying excellent natural light. The lift allows access to all floors and there is a disabled toilet located off the main entrance foyer. The upcoming vacancy is occupied by Optus, who have had Colliers unsuccessfully trying to sub-lease one of their floors for the past 18 months. The existing fit-out is of little value to any potential tenants and detracts heavily from the offering. We recommend removing all of the fit-out and refitting with new carpet and lighting as a minimum. This will assist in significantly uplifting the rent.
MELBOURNE CBD
STREET CHURCH
PUNT RO AD
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658 CHURCH STREET RICHMOND
MO N ASH F
REEW AY
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658 CHURCH STREET, RICHMOND
EMERGING OCCUPIER TRENDS Higher occupational densities Undoubtedly occupiers are driving down their standard average densities. This is in part because the standard work place is now supplemented by providing a wider range of in-house amenities and internal meeting space for both staff and clients. It is highly likely that any ingoing tenant will establish a higher head count than desks and will employ forms of hot-desking/ hoteling.
Environmental Sustainability A huge area and one that will undoubtedly be given high priority by any of our target users. There is an opportunity for misunderstanding of this whole issue and it will be essential to clearly set out environmental sustainable credentials. Obvious ones will be to provide for high BEEC ratings (Green Star and NABERS). Occupiers now aspire to a Minimum 5 Star Green Star and 4 Star NABERS rating.
Employee Retention In many ways it is difficult to get a competitive advantage by specification of individual buildings, as their overall location and setting will make a significant difference. Recruitment and retention of employees is fundamental to any successful business. The workplace which can be created should be a vibrant location with a strong community feel, impressive aesthetics and quality.
Open Light Filled Floor Plates One of the great attractions towards Building 8, 658 Church Street for occupiers across the broader market are the open and light filled floor plates that will be available once the space has been refurbished. There are presently very few options in the Richmond market that open plan, refurbished floorplates with views towards Melbourne Sporting Precinct.
Accountancy Standards Emerging accountancy standards are also changing occupier’s views of lease lengths, and their approach to financing office fit-out.
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STRATEGIC POSITIONING Building 8, 658 Church Street offers potential occupiers an unbeatable blend of premium quality of building, highly sought after location and access to a vibrant and skilled work force that will allow Building 8 to dominant its competition. JLL is excited about the potential of offering the Melbourne corporate office market such a unique property that will allows us to set a new bench mark in rents and incentives.
Crucial to the success of any major vacancy is the understanding of the strategic position of the asset. We achieve this by identifying what the ‘value’ proposition of the asset is and then identifying who the optimum target is. JLL excels within the market in both of these aspects and believe that we can add the required spark to create the optimum leasing success.
ATTRIBUTE
BENEFIT TO THE MARKET
Premium office accommodation
Building 8, 658 Church Street is one of the newer buildings within the 658 Church Street Business Precinct. Many of the competing projects lack the high end finishes, public open space, dominant corporate foyers and architectural features that this project has to offer.
Public transport
Access to public transport is crucial to any major corporate especially those that are seeking a dynamic work force. It is one of the key elements in attracting good talent to a business.
Access to the sporting precinct
Receive unrivalled access to one of the world’s best sporting precincts including the MCG, AAMI Park and the Melbourne Tennis Centre.
Retail amenity
Happy staff are productive staff. Moreover the availability of a thriving retail proposition will assist in the recruitment and retention of staff. One of the major functions of any successful business.
On-site secure parking
On-site parking, whilst less important in the inner suburbs, is key for business leaders as well as businesses with an active sales force.
Flexibility to cater for a multiple of business sizes
As the vacancy is three contiguous floor plates it allows us to target tenants looking for anywhere from 900 – 2,700 square metres. This flexibility will broaden the potential target set and should allow us to leverage bigger tenants from smaller tenants
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658 CHURCH STREET, RICHMOND
LEASING STRATEGY We believe that the success of Building 8, 658 Church Street, Richmond will rely heavily upon Property Bank Australia forming a partnership with a dedicated and capable corporate leasing agent that will deliver a successful leasing outcome. This is more than just finding a tenant and getting them to sign the lease. In this changing and challenging market it is crucial that Property Bank Australia and their dedicated leasing partner are aligned in their strategy to deliver real value and upside. No one is better placed to achieved this and our track record speaks for itself. JLL has completed more leasing transactions, for better terms than any of our competitors. We have achieved this by targeting the right tenants in the market, having a true understanding of their needs and requirements, and then focussing on the benefits that align with property. This allows us and our client to better leverage the tenant and the deal and set new benchmarks in the market. The market has changed and significantly tightened since you leased your other Richmond asset to Goodyear. There is now limited available corporate office options in the Yarra Precinct. We think this will lead to significant upside if the right strategy is adopted. Some of the highlights in terms of recent transactions completed by JLL show how we are better placed to leverage the deal than any of our competitors.
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TENANT
LEASE TERM
NET RENT
INCENTIVE
BENEFIT TO PBA
4%
Sitting within a very similar position to Building 8 being across the open space. We were able to set a new benchmark for an existing building in Richmond’s Cremorne precinct. The tenant was seeking some ‘wow’ factor and soon as we determined we could leverage the stunning views over Melbourne’s sporting precinct, the deal was done. This was the first time anyone had achieved over $350 in Richmond.
17%
JLL knew that Ford Australia has a high dependence on car parking requiring nearly 8 per 100 square metres. Victoria Gardens is the only building that could cater for this requirement. We confidentially took them around the market and when we realised this, ratcheted up the rent and did an incentive that outperformed the market by more than 13%. The Face rent is also a new benchmark for the Victoria Gardens Precinct.
Building 5, 658 Church St, Richmond
10 years
$360
Level 1, 600 Victoria Street, Richmond
10 years
$340
Level 7,8,9, 650 Chapel Street, South Yarra
8 Years
$325
26.5%
Relocating one of Richmond most renowned advertising agencies out of a Character building that they loved in one of the toughest markets was no easy feat. Especially given the vacancy in Richmond at the time being in excess of 12%. JLL where aware of the upcoming lease expiry and was able to put forward an unsolicited offer to CHE well before their brief hit the market. This allowed us to position Mirvac and the Building ahead of our competitors. The result was a deal that was better than the market was willing to offer (>30%). The vacancy period for Mirvac was less than three months for one of their biggest vacancies in the Como Precinct ever.
Level 2, 4-12 Amsterdam Street, Richmond
10 Years
$350
None
We were engaged by one of our global clients (Grey Group) to assist them with a sub-lease or assignment of their lease which was surplus to requirements. One of the issues that we had to overcome was the as new fit-out that Grey had installed still had over $400,000 in depreciation benefits. We had to find a tenant that was willing to not only take no incentive, but off-set the depreciation with a cash payment. The end result was we found Grill’d who wanted high-end space with outdoor areas in Richmond. We knew we were the only one in the market and the end result was spectacular. The owner got a new 10 year lease, we assisted Grey Group out of their lease and Grill’d were ecstatic with their new high end office premises. Win, Win, Win.
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658 CHURCH STREET, RICHMOND
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LEASING STRATEGY CONTINUED The above are just some of the highlights that we have completed within the Yarra Office precinct and the surrounds. We offer the above case studies with pride as we believe we have done some great work for our clients. In this new market we believe that we can deliver another exemplary result for you and your investors. We believe that now is the time to seek major upside in rents and incentives will deliver. This is how we will achieve this. PBA purchased the property in 2008 on a yield of 8.25%. The passing rent at the time would have been circa $320 including car parking. Incentives since then have peaked at more than 30%. In fact, some of our competitors have been completing deals in the Richmond precinct, the hottest in the metropolitan market in excess of 30% and in some instances in excess of 40%. We believe that there is a good lead time to the vacancy in March 2016 and the property should be marketed straight away. We believe that as part of the planned refurbishment process, PBA should utilise renderings to show the refurbishments. Most sophisticated tenants can look beyond the poor existing fit-out that is currently in place. We suggest that PBA should enter into discussions with the existing tenant to see if they are willing to relinquish a floor prior to the vacancy. We are aware that Colliers have had Level 2 in the market for sub-lease for over 18 months and we are confident that PBA could achieve a favourable outcome in these negotiations. This would create the opportunity to create a ‘show floor’ and allow us to push the rents and the opportunity well before the vacancy Our recommendation is to set aggressive rental asking parameters of $380.00 per square metre and an incentive of no more than 25% remembering that tenants that generally undertake a brand new and extensive fit-out will more than likely sign a longer term lease. We believe that these parametres are more than achievable and if we apply a capitalisation rate of 7% which is still somewhat conservative in the current market, it would see the investment value of over $32,000,000 which is almost double the acquisition cost in 2010. We believe that through effective targeting, leveraging and an unsurpassed understanding of the market, we can deliver an increase in asset value of nearly double the purchase price.
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658 CHURCH STREET, RICHMOND
SUPERIOR MARKET INTELLIGENCE Part of our superior ability to add value to the process is our deep dive understanding of the likely tenants and their lease expiries. Provided below is an example of JLL’s extensive tenant database expiry diary. We maintain stacking plans and an up-to-date lease expiry diary for major suburban developments, across the market.
3,000 Immediate
3,000 Early 2017
1,800 Q3 2016
1,500 Q3 2016
5,000 2017
2017 Late 2016
5,000 Mid 2017
2,000 – 3,000 Late 2017
2,000 Late 2017
1,500 Mid 2016
1,500 Late 2015
3,000 Mid 2017
3,500 – 3,000 Mid 2018
2,000 Late 2017
4,000 Mid 2016
4,000 Owner Occupied
3,000 Mid 2016
1,500 Mid 2017
2,000 – 2,500 Q1 2017
5,000 2016
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JLL CORPORATE SOLUTIONS JLL’s Leasing team will provide GPT access to a diverse range of corporate clients via our Corporate Solutions team. Listed below are many of the organisations JLL Corporate Solutions has represented over the past 18 months.
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658 CHURCH STREET, RICHMOND
MARKETING STRATEGY At JLL we relish in the prospect of taking a property to the market like Building 8, 658 Church Street which virtually sells itself. It has the wanted commodity of being a:
1
Premium grade asset
2
Located in the hottest market in Metropolitan Melbourne
3
In one of the tightest market in terms of vacancy we have seen.
But as we have contested, simply leasing this space, to the first tenant that comes along, is not enough. We want to change the proverbial game and set a new bench mark for existing space in the precinct. In order to achieve this, we believe in a smart, focussed and well thought out advertising campaign, that does to need to cost the earth, but is some this that creates a differential between 658 Church Street and its competitors. Below is just one idea that our creative team at Blaze Advertising has come up with and we think it hits the mark. It is something that will create chatter and noise throughout the local market one something as seemingly benign as office space.
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COMPETITION MATRIX PROPERTY ADDRESS Building 10, 658 Church St, Richmond
AVAILABILITY TARGET (SQM) RENTS
2,500
$320-340
COMMENTS
AGENTS
OWNER
August 2015
800 currently under offer from an existing tenant.
Open Agency
Australand
JLL & Colliers
Salta
600 Victoria St, Richmond
4,000
$340
Now
Currently being refurbished. Most recent deal completed by JLL at $340 and 17% to Ford Australia.
678 Victoria St, Richmond
4,500
$340
Now
Currently being refurbished. Ex REA Group tenancy.
JLL & Colliers
Salta
40 River Blvd, Richmond
4,000
$330
August 2016
BAE Handing back an entire floor.
Colliers & Kelly Kelly
Salta
Colliers
GE
JLL & Colliers
Vantage Property Group
Building 8, Botanica, Richmond
2,400
$280-320
Now
Sub-lease via GE. Offering the most aggressive deals in the market.
651 Victoria St, Richmond
1,000
$325
October 2015
B Grade Space, not real competition for Building 8, 658.
We have outlined the above as the major competitors for Building 8, 658 Church Street over the next 12-18 months. In terms of location Building 8, 658 Church Street is in the heart of the Richmond Precinct whereas all of the other competitors except for Australand’s asset are located on the suburb’s fringe. The non-core properties (ie on the fringe of the market) often need to provide a massive financial motivation to win over tenants when competing with sites like Building 8.
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Building 10, 658 Church Street will directly compete with Building 8 however we believe that Building 8 will dominate as the Building 10, Level 1 space is dark, has limited views beyond those of the central open space and has a tired call centre fit-out. From a timing point of view, we expect that Building 10 will be taken out of the market before your vacancy comes up as there is limited opportunities in Richmond at present. Victoria Gardens is going through a major cyclical change at present as they deal with nearly 12,000 square metres of Vacancy. Victoria Gardens have been somewhat lucky in landing a few tenants at impressive rents and low incentives at the moment, but this is more a factor of limited other availability in central Richmond. We think that due to the lack of competition and the fortuitous timing of the vacancy the following rental parameters should be adopted.
RENTAL PARAMETRES, INCENTIVES, CAR PARKING AND LEASE TERM ASKING RENT
$360-380 per square metres
ANTICIPATED INCENTIVE
CAR PARKING
LEASE TERM
15-20%
$200 – 240 per bay per month
5- 10 years
As we have outlined before, we believe that now is the optimum time to take advantage of a gap in the market. There are some major supplies coming to the market in 2017-2018 with the likely relocation of Just Group at Building 2, 658 Church Street and ANZ Bank at 570 Church Street, Richmond which will result in a further 21,000 square metres entering the market. But until such time, we are tracking minimal direct and sub-lease vacancy. Thus, we believe that we can achieve new benchmarks for rents and incentive in core Richmond. Something that we have been able to achieve in the past by effective leveraging.
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658 CHURCH STREET, RICHMOND
MEET THE TEAM Part of any successful leasing campaign in contingent on the right team being assigned to the project. We proposed a team of three agents specifically assigned to the leasing of Building 8, 658 Church Street. The assigned team will be supported by the broader JLL leasing business which has 15 active leasing agents in the Melbourne CBD, Fringe and Suburban Markets. We propose a mix of the most relevant and experienced operatives to ensure that we maximise the result for Property Bank Australia. Because we believe the likely tenant will come from both the fringe and suburban markets we propose a team that consists of our most senior Fringe Leasing operatives, Richard Norman as well as Joshua Tebb and Matt Brown-Greaves. We have outlined the benefits of this team to the project below.
JOSH TEBB DIRECTOR Joshua Tebb will be the leasing lead and main point of contact throughout the campaign. Josh has become one of the most highly regarded leasing operatives in the Melbourne market having leased more space than any of his competitors in the past 24 months. Some of the highlights of 2014 include the two biggest leasing transactions outside of the CBD being Monash University (8,000s quare metres) and Acquire University (8,000 square metres). Remarkably, both of these transactions were un-represented tenants. Major clients represented: Salta, Australand, Mirvac, Dexus, CBUS, Investec
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RICHARD NORMAN
ASSOCIATE DIRECTOR Richard is a specialist in the Melbourne Fringe market who focusses on key client project leasing. Richard is one of the lead performers in the St Kilda Road market, a market that is shrinking due to residential conversions. We expect the St Kilda Road precinct to provide much of the activity to Building 8, 658 Church Street and thus Richard will be an excellent resource in uncovering quantifiable leads from this market. Many of the Gross Rental Rates for the St Kilda Road market are in excess of Richmond resulting in tenants in this market being more willing to pay the asking rent than those in other markets. We believe this will be a major benefit in setting a record breaking rent in Richmond for Building 8, 658 Church Street. Major clients represented: Prime Value, Investec, Charter Hall, Mirvac
MATT
BROWN-GREAVES MANAGER Matt is a recent addition the JLL’s leasing business and works closely with Josh and his major clients. Matt is a Richmond specialist having worked for Kelly & Kelly and Knight Franks Fringe leasing business. Matt has an unbeatable understanding of the Richmond market and its occupiers having relocated many of them already in his stellar career. Matt will provide easy access to some of the major occupiers in the local Richmond market and will assist in us setting new record rents for the market. Major clients represented: Salta Properties, Cremorne Properties, PODCO, Vantage Property Group
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658 CHURCH STREET, RICHMOND
TRACK RECORD In the past 24 months JLL has completed more of the major leasing transactions outside the CBD than any other of the major agencies. We have achieved this by maintaining strong contact with the corporate occupier market, excellent lines of communications with our market leading corporate solutions business and the ability to get a deal done in a tough market. Some of the highlights in the past 24 months are as follows.
TENANT
BUILDING
SIZE (SQM)
Treasury Wine Estates
58 Queensbridge Street, Southbank
7,400
University of Melbourne
100 Leicester Street, Carlton
7,000
Cardno
501 Swanston Street, Carlton
5,200
Jemena
580-600 Orrong Road, Armadale
3,400
Acquire Learning
600 Glenferry Road, Hawthorn
2,000
Coffey
436 Johnston Street, Abbotsford
2,500
University of Melbourne
204 Lygon Street, Carlton
2,000
Wright Express
293 Camberwell Road, Camber well
2,000
University of Melbourne
550 Swanston Street, Carlton
1,840
OneView
436 Johnston Street, Abbotsford
1,650
IGT
395 Tooronga Road, Hawthorn
1,500
Blue Cross Aged Care
117 Camberwell Road, Camberwell
1,500
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TENANT
BUILDING
SIZE (SQM)
Beverage Williams
1-11 Glenferrie Road, Malvern
1,500
Insurance House
100 Wellington Pde, East Melbourne
1,320
Leader Newspapers
340 Bell Street, Preston
1,300
WT Partnership
4 Riverside Quay, Southbank
1,200
Blue Print Group
192 Burwood Road Hawthorn
1,100
Acquire Learning
863 High Street Armadale
1,000
ROI
Building 1-6, Railway Parade, Camberwell
1,000
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For more information please contact: JLL CBD Office Leasing Level 21, 600 Bourke Street Melbourne VIC 3000 P 03 9672 6666