Dan Murphy's, Australia’s largest liquor retailer, is making a historic return, moving its flagship Prahran store back to its original birthplace: the iconic Prahran Arcade at 282 Chapel Street.
This full-circle moment sees Dan Murphy’s re-establish itself at the very site where founder Daniel Francis Murphy opened his first-ever store in 1952.
The homecoming is a significant moment for both Dan Murphy's and the Prahran community, as the store moves from its current location just across the road.
"Stepping back into our original Prahran home is more than just a physical move; it's a powerful affirmation of our enduring commitment to customers, our suppliers and our pioneering spirit - making the world of drinks accessible to everyone,” said Agi Pfeiffer-Smith, Managing Director of Dan Murphy’s.
“Daniel Murphy's vision was revolutionary, and in this beautifully reimagined store, we're not only celebrating that incredible heritage but also setting the stage for the next chapter of Dan Murphy's. We're excited to offer an unparalleled selection and innovative experiences, all while upholding our promise of unbeatable value and expert service right where it all began."
The original Prahran store holds a special place in the brand's history. It was here, in 1952, that a then 34-year-old Daniel Francis Murphy famously knocked through a wall into a neighbouring unused basement, giving birth to the Dan Murphy’s Cellar, and launched his philosophy - “everyone deserves a good drop without breaking the bank.”
The reimagined Prahan Arcade store spans two levels, boasting the largest fine wine and imported wine range across the entire Dan Murphy's network, featuring over 600 fine wines and 700+ international selections, alongside an exclusive Grange set and extended premium Champagne.
Downstairs, a dedicated tribute to Daniel Francis Murphy showcases heritage memorabilia and antique bottles from the store's inception. While a Premium Spirits section with a discovery bay and a central Tasting Table invite exploration, the store proudly offers Prahran's most extensive range of beer and RTDs, all at famously low prices, ensuring exceptional value for all shoppers.
Adding a unique touch to the store's historic return, a bespoke mural by Melbourne-based artist, Georgia Harvey, will be a permanent feature within the Prahran store. Drawing on techniques that mimic the patina of age, the mural evokes a vintage style with a carefully chosen colour palette that blends contemporary elements with sepia tones and limewash effects. This artistic tribute beautifully complements the restoration of the original building, ensuring the artwork feels like a natural part of the store's rich legacy rather than a modern addition, celebrating the spirit of the past within this new space. 
While the Prahran Cellar itself returned to its original location in 2016, this year marks the full return of the adjoining building to re-introduce Dan Murphy's Prahan Arcade.
The new Dan Murphy’s Prahan store opened to the public on Friday, 1st August 2025. To celebrate the occasion, there are a number of hot offers exclusive to Dan Murphy's Prahran including Grey Goose Vodka 700ml for $65 (My Dan's Offer, normally $71.95) and Moët & Chandon Brut Impérial 750ml for $60 (My Dan's Offer, normally $79.95), ensuring My Dan's members enjoy premium drinks at the lowest prices. This promotion runs from 31/7/25 to 13/8/25.