INDUSTRY NEWS
BATTLE OF
THE BRANDS
The Quarter
There are people who get a thrill out of picking out new furniture and
appliances when they move house – and then there are the rest of us, which
explains the growing appreciation of, and demand for, integrated appliances.
K
Many of the buyers in these markets are investors
who are buying to let, and their tenants are usually
professionals, often from overseas. They have neither
the time nor the inclination to go shopping for their own
furniture; they’d far rather move into a fully furnished
space. And, of course, this enables the property owners
to obtain greater yields from their rentals.
ent Gush of Kent Gush Properties has played a role in
marketing and selling some of Johannesburg’s premium
developments, including the likes of Eye of Africa and
Steyn City. While integrated appliances are now de rigueur
at most estates of this calibre, Gush remembers the first
time he worked on a development offering this concept: It was The
Emperor in Sandton, back in 2005. ‘At the time, we offered integrated
appliances as an option, but we found that most buyers chose to upgrade
– so it made sense to introduce this as a standard.’ Small wonder, then,
that most kitchens in newly developed luxury estates are fitted with
double-door fridges, washing machines, tumble dryers, and everything
else the modern domestic god (or goddess) could wish for. ‘It just makes
sense,’ argues Tim Kloeck, CEO of The Houghton. ‘Filling the spaces
intended for appliances with beautiful high-end product immediately
makes them more appealing.’ Naturally, that has significant implications
for a property’s value. Kloeck imagines that it might add at least 10% to
the purchase prices. That’s good news not only for developers, but also
for owners looking to sell their properties.
The growing demand for this service has prompted homeware retailer
Weylandts’ interiors division, Weylandts Spaces, to create a specialised
offering ideal for local and international investment buyers. Says business
development consultant Riaan le Roux:
Given today’s hectic work demands, we are able to save
the buyer a lot of time that would otherwise be spent
searching for the perfect item. We’re also able to draw
on our expertise to find pieces that complement the
space and enhance its attractiveness – something that
ultimately helps clients save money, as many retailers
have a ‘no return’ policy. It ultimately adds up to peace
of mind for the owner, and makes their property stand
out in the cut-throat rental market.
It’s also a matter of convenience, according to the Amdec Group’s
Tersia Taljaard. She notes that several of the company’s developments,
including Melrose A