204 Oxford

204 Oxford, the former Thrupps Illovo Centre has been given a contemporary relaunch. It still blends everyday convenience with curated lifestyle appeal: think strong grocery anchors – the refurbished Thrupps Grocer, and a Woolworths Food Market, amongst cafés and lifestyle retailers, and a strong community of health and wellness services in the centre.

Positioned on Oxford Road between the Sandton and Rosebank corridors, 204 Oxford attracts a high LSM, mobile shopper audience. This is a preferred shop-stop for office workers, residents and commuters who value quality, convenience and an elevated everyday experience. Then centre has recently welcomed more family friendly offerings, such as the Clay Cafe to add to the destination appeal.

For pop-up brands, this is a premium, high-intent environment, ideal for premium gifting, beauty, fashion and lifestyle concepts that want to connect with an aspirational, spend-ready crowd.

The Crowd

High-earning, mobile professionals and commuters (Sandton and Rosebank)
Local residents from Illovo, Killarney, Rosebank and Sandton
Strong LSM 9 – 10+ presence
Foodies, gift shoppers and convenience buyers who cross-shop between grocery anchors, boutique dining and health and beauty services

Facts & Figures

Catchment profile: dominant LSM 10 (33%) and LSM 9 (29%);
~10,000 immediate office workers and ~70,000 corridor workers between Sandton and Rosebank;
~85,000 households across immediate catchment
Trading rhythms: high weekday lunchtime and evening trade (office-driven), steady weekend footfall from local residents and destination diners.