Devils secure site for Northern Tasmanian hub and merchandise store

The Tasmania Football Club has locked in its first piece of Launceston real estate.

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The Devils have begun setting up offices and an adjoining retail store next door to iSEE church in Cimitiere Street.

The Tasmania Devils have secured a site for their new Launceston hub. Picture by Hamish Geale

The building has already been repainted in Devils green, and will eventually become a shared space for the club's Northern operations base, plus staff from AFL Tasmania and the NTFA.

There are also plans for a Devils mural along the car park wall.

Anna Reid, the Devils' senior education and impact manager, said it felt "pretty extraordinary" to have established a permanent base in Launceston.

"We're obviously starting to move in now, but we'll open as an office properly in October and our retail space before Christmas," she said.

The Devils have moved into the Cimitiere Street building that formerly housed AT+M, who have moved above Sportspower in St John Street. Picture supplied

"One thing we've learnt from our Hobart Devils Den is that not only is it a place where you can buy merch, but it's also a place where fans, members, and the community can come in and have great conversations.

"So we will use it as a place to engage with our fans and our members and also to talk through memberships."

The Cimitiere Street building was most recently home to decades-old Launceston business AT+M, which has relocated to a top-floor office above Sportspower.

"The site resonated with them due to the exposure, the location and surrounding development, and its close proximity to York Park," said leasing agent Blake Shepherd, of Shepherd and Heap.

"Those ingredients, coupled with the car parking to the right hand side, meant the suite was pretty appealing."

The milestones have begun coming thick and fast for the Devils.

The first Devils Den store opened in Hobart in late 2025, the VFL team has completed a successful first season, and the AFL and AFLW teams will make their debut in 2028.

Sarah Harper, Chelsea Healey, Jamari Lockhart, Ruby Hardcastle and Anna Reid outside the Tasmania Devils' new Launceston building. Picture by Hamish Geale

Ms Reid said the new Launceston site was a sign of things to come for Devils involvement in the North.

"For us it's demonstrating what we said we were going to do, which was to really make sure that we're investing across the whole state," she said.

"The other key message is just about reinforcing pathway opportunities, both through education and jobs for people in the North, and it will only continue to get more exciting.

"This is what we look like now in 2026, but you can just imagine what it's going to look like and the activity that's going to come as we build into '28."

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