Traders In Purple plans to cut West End site dwelling numbers by 65 per cent from previous DA

The developer behind a $450m resort-style West End project has dramatically cut the number of planned dwellings on the site after picking up the property from liquidators.

An artist's impression of Traders In Purple’s new plans for 117 Victoria St, West End.

National property and construction group Traders In Purple has slashed the number of planned residences by 65 per cent for a riverfront site in Brisbane’s inner city aiming to meet the upscale lifestyle demands from downsizers, families and executives.

The company has lodged a development application for a $450m project that will feature a mix of 164 riverfront residences, terraces and apartments, complemented by resort-style relaxation and wellness spaces on a 1.25ha site at 117 Victoria St, West End.

Traders In Purple paid $63.5m for the site after it was put on the market in August last year on behalf of liquidators BDO. The property was owned by Crown Group, which bought it in 2018 for $35m and had plans to develop 473 apartments across four towers before it went into liquidation.

Under Traders In Purple’s design submission, prepared by RotheLowman, the development will feature two buildings, with they claim the reduced bulk and scale which not only delivered an idyllic living environment for residents but presented an architectural style with a lightness suited to the character and fabric of West End.

Traders In Purple expects to begin sales in the second half of 2025, with construction to be undertaken by its in-house delivery team soon after.

An artist's impression of Traders In Purples new plans for 117 Victoria St, West End.

Targeting the owner-occupier market, the development application proposes 12 ultra luxurious three level four bedroom riverfront homes, 20 three bedroom terrace homes, and 122 oversized one, two and three bedroom apartments and penthouses across the two buildings.

Traders In Purple chief executive Brett Robinson said the West End development was a landmark project for the company after focusing on the Moreton Bay region for the past 20 years.

“West End marks our Brisbane debut but it aligns perfectly with our portfolio of luxury waterfront properties and strategy of developing only in the best locations,” he said.

The development will feature nature-centred amenity with intimate spaces intermingling with an expansive podium of close to 3000 sqm featuring a private dining and residents lounge, pool overlooking the river, sun beds, a yoga lawn and wellness zone that includes two spas, a sauna and outdoor shower.

An entertainment area with barbecue and seating for small and large groups will capture views of the river and Mount Coot-Tha and the meandering pathways that trace their way through the development to the river’s edge.

An artist's impression of Traders In Purples new plans for 117 Victoria St, West End.

Mr Robinson said Traders In Purple has a strong track record in developing luxury waterfront properties.

“Success in residential development, is about paying attention to the market, having the agility to respond to changing lifestyles, and delivering quality design and construction every time,” he said.

“There’s also an element of courage, having the confidence to choose quality over quantity, as we have at West End.

“We know what luxury waterfront buyers want and because we have our own construction capability we are able to control quality and delivery.”

Mr Robinson said the design and diversity of the offering recognised that a high-maintenance house and yard were no longer the ideal for families and the growing cohort of baby boomers approaching or already in retirement.

“There’s a value shift underway as people at all stages of life reassess their priorities and are more than happy to trade the suburbs for an urban lifestyle where they can engage with all the excitement and activity that the city offers,” he said.

“The high level of amenity offered within this project, and proximity to West End and the city, together with the option of a luxurious riverfront home, terrace or apartment, means they have everything to gain and nothing to lose.”

Traders In Purple’s current Queensland projects include Marin, a $94m luxury development nearing completion on the Scarborough waterfront; Orilla, a $71m boutique ultra luxury development on the water’s edge at Woody Point, also under construction; Tydal, with 175 apartments and an end value of $211m on the former Palace Hotel site at Woody Point; and a 132-apartment project at Newport, which recently received DA approval.