Sotheby’s International Realty, one of the world’s most revered luxury real estate networks, has just cemented its position in Australia with the official launch of its Melbourne operations and the appointment of Mitch Armstrong as the new local CEO. This signals an important milestone for the global brand, which is now focusing intensively on Victoria’s thriving premium property market after years of operating primarily from the Mornington Peninsula.

The decision to expand into Melbourne is widely regarded as a strategic response to the evolving dynamics of the luxury real-estate landscape. Long regarded as one of Australia’s most culturally vibrant and internationally connected cities, Melbourne has sustained interest from high-net-worth buyers, both locally and offshore. With international migration on the rise, strong school and university networks, and a resilient appetite for architecturally significant homes, the timing appears ideal for Sotheby’s to enter the market with a dedicated leadership team.

A Prestige Property Leader with deep experience

The new Melbourne office is headed by Mitch Armstrong, a seasoned expert in the world of luxury residential and mixed-use developments. Most recently before joining Sotheby’s, Armstrong was Head of Sales and Leasing at GURNER Group, one of Australia’s most well-known property developers specializing in high-end lifestyle precincts and landmark buildings. His experience in placing premium projects and managing multimillion-dollar sales pipelines positions him well to spearhead the brand’s ambitions in Melbourne.

Speaking on his appointment, Armstrong expressed enthusiasm about leading one of the world’s most recognised real-estate brands in a city known for its architectural excellence. He highlighted the power of combining Sotheby’s global prestige with local expertise, noting that Melbourne’s property market offers a rare blend of heritage homes, modern luxury residences, and world-class developments that are increasingly appealing to international investors.

A Strategic Expansion into Australia’s Luxury Capital

Sotheby’s International Realty’s foray into Melbourne is under the leadership of three highly regarded names in Australian real estate-Mark Harris, Julian Brown, and Rob Curtain-who are co-owners of the Melbourne operation. Collectively, the three have built an enviable track record, particularly through the stewardship of Sotheby’s on the Mornington Peninsula, where over the years the brand has become synonymous with beachfront estates, lifestyle homes, and luxury vineyard properties.

Their combined decades of experience gave them deep insight into market behavior across Victoria. As stated by the ownership team, Melbourne was the natural next step. Their goal: to provide a globally recognized boutique offering for high-end buyers and sellers who increasingly expect personalized service coupled with international reach.

The new Melbourne corporate office is set to open its doors in early 2026 in Hawksburn Village, an affluent pocket known for its premium boutiques, cafes, and proximity to some of the city’s most sought-after residential suburbs like Toorak, South Yarra, and Armadale. The company will manage both established home sales and off-the-plan project developments from this location, giving it a comprehensive presence across the luxury market.

Increasing Demand and an Expanding International Customer Base

The expansion reflects broader trends in Melbourne’s property market. Despite fluctuations in recent years, luxury homes valued above $3 million continue to see solid demand propped up by high-net-worth individuals, returning expats, and foreign investors looking for stable, lifestyle-driven real estate. Melbourne’s cultural reputation, international schools, gourmet scene, and relative affordability compared with global luxury hubs have made it attractive to wealthy buyers from Asia, Europe, and the Middle East.

Sotheby’s International Realty is positioning itself to take advantage of the enduring connection the company has with the Sotheby’s auction house, one of the most premier and prestigious companies globally in art and collectibles. The combination of these worlds-fine art, heritage, and luxury property-is the brand’s niche, which traditionally has been a hallmark of success in every market worldwide.

A New Chapter for Melbourne’s Luxury Real Estate Sector The appointment of Armstrong and the establishment of its Melbourne headquarters will see Sotheby’s International Realty raise the competitive bar in the city for prestige property services. It introduces a world standard of luxury marketing, international buyer access, and a high-service model that could potentially impact other leading agencies. For Melbourne’s high-value property owners, Sotheby’s arrival offers new possibilities for global exposure; for buyers, it provides access to a portfolio of exceptional homes, each bearing the stamp of one of the most respected names in luxury.