Work is set to begin on a $15 million redevelopment of Launceston’s historic Birchalls building, with the long-vacant Brisbane Street Mall site to be transformed into apartments, retail spaces and food outlets.
The site was home to Birchalls bookshop for 173 years, from its opening in 1844 until the retailer closed in 2017.
The redevelopment plans, put forward by S. Group on behalf of the Birchalls Build Co consortium, would retain the historic Brisbane Street facade while transforming the building’s interior and rear sections into apartments, retail and hospitality spaces.
The plans include 21 apartments, six food and beverage tenancies and two larger commercial spaces.
A rooftop terrace, gym and meeting space are also part of the design.
The ground floor will feature a public laneway linking Brisbane Street Mall to Dechaineux Way, with food and drink vendors, public toilets, a parents’ room and two commercial tenancies.
S. Group director Sam Haberle said the vision was to create a north-south connection through the site “with food, drink, art and greenery bringing that passageway to life.”
“We’ve dreamed about what this building could become,” Haberle said.
“The building’s historic façade will be maintained, with the addition of 21 high-quality apartments at its rear offering affordable, connected living for those who want to be part of the city’s heart.”
The City of Launceston purchased the building for $8.8 million in 2020 and signed a deal with Birchalls Build Co in October 2025 to transfer the site to the consortium as part of the redevelopment agreement.
The arrangement attracted public criticism when it was announced, with some ratepayer advocates questioning the decision to transfer the council-owned asset to a private consortium.
Under the agreement, council will provide short-term rates relief until apartments are sold, though the duration has not been disclosed.
Mayor Matthew Garwood said the Birchalls building was “one of the most iconic locations in Launceston” and that the community had “been crying out to see it brought back to life.”
He said it would benefit the community through renewed mall activation and new housing.
Birchalls Build Co expects construction to take around two years to complete.
