New Diepkloof Square in Soweto is swift to gain strong shopper support

Diepkloof Square community centre is reporting strong and growing trade less than six months after opening on 29 November 2012, bringing quality community shopping to this iconic Soweto suburb.

This 15,772sqm shopping centre is in the heart of affluent Soweto, where it meets the daily shopping needs of one of the wealthiest township suburbs in South Africa, in an exciting setting within a growing community.

Diepkloof Square provides a mix of quality retail in a smart setting with a modern design. It gives local consumers easy access to tailor-made convenience shopping anchored by Pick n Pay and featuring 45 stores including the first Food Lovers’ Market store in Soweto.

“The market response to Food Lovers’ Market Diepkloof Square is extremely encouraging,” says Food Lover’s Market Group Property and Business Development Manager Graeme Liebenberg.

He adds: “Our Diepkloof Square customer base comes not only from Diepkloof but from the greater Soweto area too. The store is performing positively in line with projections, it has a well-positioned offering and it’s attracting wide spectrum of shoppers.”

Liebenberg explains the store is based on the Food Lovers’ Market upmarket urban area concept, with the product offering and design of each department tailored to its specific customers. “Nothing has been compromised in this first generation store for Soweto. The entire design of the store is unique for the area.”

By matching products and sections to local shopper needs, Liebenberg confirms that most departments are performing well – a pleasing achievement, especially considering it is the first experience of this type of store for many local consumers.

This is Food Lovers’ Market second emerging market store. Liebenberg says, “As part of our growth strategy, Food Lovers Market is exploring opportunities in emerging markets. Our model is to provide a first-world shopping experience for customers in these markets coupled with affordability and range of products.”

Besides achieving successful trade from its first day, emerging shopping patterns show Food Lovers’ Market Diepkloof Square trades up on afternoons and weekends.

McCormick Property Development developed Diepkloof Square in partnership with leading African black-owned and -managed investment holding company Shanduka Group Pty (Ltd). Full-service specialist retail leasing company Retail Network Services crafted the retail mix at Diepkloof Square.

Gavin Tagg of Retail Network Services says the community centre’s instant success is driven by its retail concept that reflects quality and community. “The shops and services at Diepkloof Square mirror its upmarket setting, but appeal to shoppers from all income groups and meet the everyday needs of this growing local market,” explains Tagg.

“Diepkloof Square has raised the bar for the retail in Diepkloof with its prime location, modern design, exciting retail mix, and unmatched local shopping experience,” says Tagg.

Diepkloof Square is in Diepkloof Extension 3, with excellent visibility and access from the main arterial road serving Diepkloof, Immink Road. It is near the N1 Highway.

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