Celebrating 20 years of leadership: Philippa Kelly
This year marks a significant milestone for the Large Format Retail Association (LFRA) as the industry celebrates 20 years of leadership from Chief Executive Officer Philippa Kelly.
As the inaugural CEO of the organisation, which was originally established as the Bulky Goods Retailers Association (BGRA), Ms Kelly has played a defining role in shaping both the organisation and the sector it represents. Over two decades, her leadership has helped elevate Large Format Retail from a connected group of businesses into a cohesive and influential sector voice.
Bringing together a sector of this scale and diversity has required both vision and persistence.
Zac Fried, Executive Deputy Chairman, Spotlight Group & LFRA President, said, “Philippa’s astute thinking, steady hand and wise counsel have been instrumental in helping unify the Large Format Retail sector, and strengthen its voice in national policy discussions.”
Today, the LFRA stands as Australia’s peak industry body for the Large Format Retail sector, representing a diverse ecosystem of retailers, investors, owners, developers and service providers.
With 36 retail members spanning 64 brands, alongside 95 Associate Members, the Large Format Retail Association is widely recognised for the strong culture of collaboration it has fostered through advocacy, research, education and networking.
The sector itself now represents a substantial part of Australia’s retail economy. Large Format Retail generates more than $106 billion in annual sales, supports 478,605 jobs directly and indirectly, and spans 21.67 million square metres of retail floor space, approximately 35 per cent of Australia’s total retail footprint.
Shaping policy and reform
Under Philippa’s leadership, the LFRA has played an important role in advocating for planning and zoning reforms that provide greater clarity and consistency across jurisdictions, supporting investment and employment growth.
While often technical in nature, these changes have delivered greater certainty for retailers, developers and investors, enabling long-term planning and project delivery with confidence.
A landmark achievement was securing authorisation from the Australian Competition and Consumer Commission (ACCC) for the first national collective bargaining agreement for electricity in the sector. The approval allowed the LFRA to negotiate on behalf of members representing up to 1 per cent of Australia’s energy market.
Industry initiatives and innovation
Alongside policy advocacy, the Large Format Retail Association has also developed a number of initiatives to support knowledge sharing and sector collaboration.
Among the most significant is the Australian and New Zealand Large Format Retail Directory, now in its 16th year of publication. Produced in partnership with demand assessment economic firm, Deep End Services, the Directory has evolved into a comprehensive resource, now also in digital format.
Spanning nearly 1,000 pages, it covers 386 Large Format Retail centres across Australia and New Zealand, as well as the 20 largest precincts in Australia. It remains an indispensable reference for investors, developers, retailers and planners.
Another one of the LFRA’s most distinctive initiatives is the annual LFRA Overseas Study Tour.
“Not many industry associations take a contingent of members overseas with such a strong focus on learning and innovation,” said Ms Kelly.
“These tours immerse participants in Large Format Retail environments, exploring design, built form, retail concepts and emerging trends, and provide insights that can be applied to local strategy, innovation and sector growth.
“It has been incredibly rewarding to see how these experiences strengthen connections across the industry and contribute to a more informed and forward-looking sector.”
Under Ms Kelly’s leadership, the LFRA has also launched platforms to better connect and inform the industry, including Unwrap LFRA and LFRE (Large Format Real Estate), a members-only platform for leasing and acquisition opportunities across Australia and New Zealand.
Dedicated leadership, collaborative impact
Supporting this work is a dedicated team of two staff, working closely with an engaged Board and active membership base, a collaborative model that has been central to the Association’s success.
Reflecting on her 20-year tenure, Ms Kelly said it had been “an absolute honour and privilege” to lead the Association.
“I would like to thank the LFRA’s current President Zac Fried, immediate past President Ian Robinson OAM, all current and past Directors, and our members for their ongoing support,” she said.
“The advocacy of the sector continues, as does our focus on providing information, education and opportunities for connection across the industry.”
The foundations established over the past two decades position the LFRA to remain a strong and influential voice for Large Format Retail into the future.
