East Rand Mall’s mega facelift adds shopping value
The East Rand Mall has breathed new life into the establishment’s scene after a R460 million cash injection by the organisation’s partners Redefine Properties and Vukile Property Fund and JHI.
Situated in the heart of Boksburg, the new-look mall now boasts some of the leading brands and an even more attractive array of fashion and lifestyle outlets under one roof.
The East Rand Mall is owned by Redefine Properties and Vukile Property Fund. Both organisations are leading giants in South Africa’s property market, with interests in various other multi-billion-Rand property development initiatives around the country.
According to Sonya Cawood, the marketing manager of the East Rand Mall, under the latest asset enhancement enterprise, several improvements were carried out, including reconfiguration of the retail space and common walkway, conversion of car park spaces into additional retail space and revamping of the mall’s interior, as well as the facade.
“This was all done to improve the visitor experience,” said Cawood.
She added that it has been a very challenging experience that has culminated into one of the biggest property development initiatives of 2016.
“Strategically, we have repositioned tenants to create a better shopping experience for shoppers,” she said.
Petra Foord, the East Rand Mall’s general manager, says the centre is looking to attract more shoppers from the region and, thus, remain the destination of choice on the East Rand.
“By supporting the community on their retail and lifestyle demands, we are able to boost and support our local metropolitan community to stay relevant and grow our offering to assist with servicing our community’s needs,” she said.
Commenting on why the revamp was necessary, Foord revealed that the mall needed an upgrade and a modern look which would give it energy in a consumer market that is getting younger and more vibrant.
“It also needed a more upmarket and refreshed look and the new look and feel will go a long way in minimising inconvenience to our customers and tenants alike which was one of our biggest challenges.
“Our offering now includes more of the fashion anchors, as well as an increased offering in the fashion stores for all children, teens, young male and female adults and stylish upmarket gear.
“Alongside this we have supported these stores with lifestyle brands for shoes, accessories and leisure choices.,” explained Foord.
“Our plan is to stay relevant in our times by offering what is needed with the best service and safety in place. Our offerings will stay current with the times and needs and we look to always have a CSI community support initiative tied into our daily activities.”
* Some of the new leading brands that have bought into the investment and can now be found at the mall include Cotton On Kids, Soda Bloc, Sportscene, Due South, Gemini Octopus, Toy Kingdom, Baracci Wears, Flip Flops, Forever New, Kurt Geiger, Naartjie and Earth Child.
