Optus

Australia

Powering Optus’ National Retail Evolution

Through a long-term partnership, greater group has supported Optus in reshaping its telco retail design and build strategy across Australia. Spanning 100+ stores and multiple format evolutions, the long-term relationship has continually evolved the “Yes” brand in physical space, with the Bourke Street Mall flagship representing its most refined retail articulation.

IndustryTechnology and Telco

Project ExecutionAustralia

Project ScopeDesign, Procurement & Build

01 - Project Brief

A Long-Term Retail Partnership

Optus has engaged greater group across multiple phases of retail transformation, from concept development to nationwide implementation. The objective has been to continuously evolve the in-store experience — strengthening brand clarity, supporting broader technology ecosystems and ensuring consistent execution across a complex and growing store network.

02 - Our Approach

Custodianship And Multi-Format Delivery

Acting as design custodian, we developed adaptable store formats supported by disciplined documentation, procurement and build management. Interactive zones, education-led layouts and flexible merchandising systems ensure stores respond to shifting product ranges and service models, while maintaining operational efficiency across varied tenancy conditions.

03 - Project Outcome

Network Consistency With Flagship Impact

More than 100 stores have been delivered or refitted under greater group’s stewardship, reinforcing a cohesive national retail presence. The Bourke Street Mall flagship stands as the most advanced expression of the Optus experience — setting a benchmark for immersive, service-led telco retail in Australia.

Optus Flagship on Bourke Street

The Bourke Street Mall flagship embodies the evolution of Optus’ retail journey — a high-profile, multi-level environment showcasing interactive product discovery, personalised consultation zones and bold brand expression, defining the next chapter of Optus’ national retail network.

We have been working with greater group since 2012 to redefine the Optus store experience in-line with the relaunch of our brand in Australia. They provided Optus an end to end retail rebranding service including retail store design, prototyping, procurement, construction management, logistics and maintenance. The greater group has proven to be an invaluable solution partner for our business. We recently refitted our 140th store and we look forward to continuing our transformation with the greater group.

Optus Singtel Managing Director