Trade Secret opens third Gold Coast store at Helensvale

MORE than two decades after Australia’s first Trade Secret store launched on the Gold Coast, the big brand retail store has returned to its original stomping ground.

Trade Secret opened the doors of their third Gold Coast outlet at Helensvale on Thursday.

Trade Secret General Manager of Stores and Operations Matthew Mackenzie said the company had come a long way since initially opening its doors at Southport in 1992.


“It’s been a busy journey for Trade Secret over the years and we’re really excited to be strengthening our presence in the Gold Coast community with the launch of the Helensvale store,” Mr Mackenzie said.

“We could never have predicted the Trade Secret brand would have become so popular and well-known nationally, so to be opening another store back where we started is a really special milestone.”

“Our two existing stores on the Gold Coast have had a very loyal customer base over the years and our success in this market has really been testament to their support. We have customers that visit us sometimes as often as every few days!”

Mr Mackenzie said the strong demand for a new Trade Secret store in recent years from residents in Helensvale and surrounds had not been surprising, considering the Gold Coast is one of the company’s strongest regional trading markets.

“Gold Coast locals have embraced Trade Secret’s ‘treasure hunt’ style shopping experience from day one, so we have always had an overwhelming level of support at a local level,” Mr Mackenzie said.

“Helensvale in particular has a substantial local population, and the new store opening at Homeworld Helensvale will mean locals won’t have to drive as far to reach their nearest outlet.”

“It will also generate approximately 30 new jobs which is great news for the local economy and takes our total employment figures on the Gold Coast to over 150.”

Mr Mackenzie said the Helensvale store would differ slightly from other stores, with goods laid out according to size to provide an easier shopping experience.

“This will be the first Queensland store to be merchandised in this way, although we have rolled out this same prototype in Victoria with significant success.”

Homeworld Helensvale Asset Manager Linda Durant said she was thrilled to welcome such a high profile brand to the complex.

“We’re delighted to add Trade Secret to the Centre’s impressive line-up of national retailers. Trade Secret’s reputation as Australia’s leading off-price fashion and homewares retailer marries well with Homeworld’s position as the largest showroom retail shopping Centre on the Gold Coast.”

To find out more about Trade Secret or shop online, visit