Melbourne’s DFO South Wharf has launched its new basement precinct following a $14 million redevelopment and a new loyalty program.

The completed expansion project welcomed an additional 22  international and local brands to the transformed basement area including Victoria’s Secret, Tumi, Furla, David Lawrence, Marcs, The North Face, Adventure Megastore and Speedo.

The shopping centre held a gala shopping event during the unveiling of the new basement precinct last week. The event was hosted by television personality Lauren Phillips, with guests that include Natalie Bassingthwaighte, Hugh Sheridan, Rebecca Maddern, Jarryd and Sarah Roughead, Jordan and Lucy Lewis, and John Steffensen.

As part of the redevelopment, Sylvia Jeffreys from the Today Show, has been named the brand’s new ambassador, launching the new customer membership program, “DFO Insider”.

The program is designed to give members first access to a range of exclusive benefits including special retail offers, members-only shopping events, giveaways and the latest fashion tips.

Beginning next month, DFO will start broadcasting “Insider TV” – a new digital social media channel – giving only “DFO Insider” members access to monthly episodes hosted by Sylvia. The clips will be filmed at DFO South Wharf, Essendon and Moorabbin in Melbourne, and Homebush in Sydney.

“As a busy, stylish and modern woman, we are confident that Sylvia will resonate well with our customers,” said Simone Carroll, executive general manager of digital, marketing, people and culture, Vicinity Centres.

“Insider TV” will include styling and fashion ideas, behind-the-scenes exclusives, blogger interviews and member-only rewards.

DFO South Wharf will also welcome new brands which include Icebreaker, The Cosmetics Company Store, Neverland, Folli Follie and O’Neill, which will open their first outlet stores in the country at DFO South Wharf.

DFO South Wharf is home to over 200 local and international brands including Sass & Bide, M.J. Bale, Armani Outlet, Michael Kors and Kate Spade.

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