The concept of the lifestyle fashion centre, launched by RMB Properties and leased by RMB Properties retail team, has been inspired by a burgeoning trend in Europe supplementing the traditional large, convenience malls with smaller, more intimate shopping destinations such as WorldWear.
Tana Schultze of RMB Properties is passionate about the concept and says: "Consumers won't just visit the centre. They will discover it. Our weather, lifestyle and enjoyment of expansive space makes this type of shopping experience a natural fit for South Africa. It is an extension of the consumer's lifestyle. The emphasis is on space, ambience, attention to detail and quality."
Located on the corner of Beyers Naude & Wilson Avenue in the affluent north-west region of Joburg, with its huge windows facing the intersection of the N1, the centre is intended to be a boutique shopping experience in a single destination that is accessible, personal and an attention-grabbing experience in itself, aimed at the discerning and brand-conscious consumer who is bored with the same-old, busy, parking-embattled and overcrowded convenience malls.
With a gross leasable area of 13 500m2, the architecture and design (juxtaposing the quaint with the modern and post modern) enhances the sense of glamour, variety, distinctiveness and, most importantly, expansive space - to walk, to shop and socialise.
Over 240 international and local brand names will be represented in the store. Fashionistas will be excited to know that the trendy US brand Abercrombie and Fitch has arrived in the country, just in time for summer, and will reportedly be available for the first time in South Africa at the WorldWear Centre.
Among the many other international brands available at the centre will be Hugo Boss, Timberland, Morgan, Diesel, Lee Cooper, United Colours of Benetton, Max Mara, Guess, Nine West, Mandarina Duck, Varalli and Jean Paul Gautier - to name but a few.
South African designers such as Maya Prass, Fred Eboka, Bongiwe Walaza, Stoned Cherry, Sun Goddess and Colleen Eitzen will also be represented. The wide range of sports brands will be include Reebok, Puma, Cressi Sub, The Pro Shop, Lizzard, Footwear Traders and Grand Prix Unlimited.
A number of individual boutique stores trading their own brand names will also populate the lifestyle fashion centre - among them a new bridal concept, a South African-centric accessories store and a kid's clothing store.
Fuelled by the booming luxury goods market, both here and overseas, shoppers can expect more WorldWear centres in the country's major cities - each defined by a sense of variety, intimacy and discovery.
