Facelift given to the East Rand Mall

Photographer: Glasshouse Communication Management

The East Rand Mall is owned by Redefine Properties and Vukile Property Fund, both of which have interests in various other multi-billion-rand property development initiatives around the country.

Redefine Properties is the second-largest property company listed on the Johannesburg Stock Exchange (JSE) and Vukile was the first property company in South Africa to be awarded Real Estate Investment Trust (REIT) by the JSE.

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 revamp of the mall’s interior as well as façade.

This was all done to improve the visitor experience. 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.

The relaunch hosted a Fashion Showcase at the Food Court recently, as part of its festivities. The fashion show revealed this season’s latest trends in two shows and also brought revellers the Samsung Galaxy VR Cube Experience, glam stations; flash mobs and various other forms of entertainment.

A very challenging experience

Sonya Cawood, the marketing manager of the East Rand Mall, said it has been a very challenging experience that has culminated into one of the biggest property development initiatives of 2016. “Strategically, we have re-positioned tenants to create a better shopping experience for shoppers,” she said.

Petra Foord, the East Rand Mall’s GM, said that the centre is looking to attract more shoppers from the region and, in turn, remain the destination of choice in the East Rand.

“By supporting the community in 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 centre needed a revamp, Foord revealed that the mall needed an upgrade and a modern look that 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.

“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 always to have a CSI community support initiative tied into our daily activities,” she added.