Puffing Billy Railway


Retail Strategy

The iconic Puffing Billy is Australia’s leading steam railway, located in Victoria’s picturesque Dandenong Ranges.

As visitor numbers grow year on year, a new Discovery Centre is being built to improve the hospitality and retail offerings and provide an engaging exhibit of the railway and its surrounds.

In line with the three year strategic plan, we were engaged to develop a Retail Strategy that reinvigorates the retail journey and matches the retail experience to modern expectations.

We set a new vision for the brand story to shine through merchandising, product mix and experience at every touchpoint.

With the new development set to open 2020, we look forward to seeing the new retail experience come to life.