Charlotte real estate firm Collett Capital has rebranded a South End apartment community following its acquisition last fall.

Centro Square, a six-story, 132-unit property at the corner of West Boulevard and South Tryon Street, is now called The Winston.

Collett purchased the property at 222 West Blvd. from Ascent Real Estate Capital in October for $48.5 million. The building’s more than 8,300 square feet of ground-floor retail space is fully leased. Tenants include Beard Papa’s, Urban Sweets, The Coterie Concept and Mindful Market. Bulldog Beer and Wine anchors the space and is slated to open there this year.

The project, which delivered in early 2022, is part of The Square at South End, a larger mixed-use development led by Beacon Partners.

DuBose Williamson, principal at Collett, said the rebrand was done with the property’s design and location in mind. Williamson said The Winston’s public and private amenities, paired with its view of uptown, is what makes it stand out from other multifamily properties in the neighborhood.

“The Winston is a step up from a lot of South End’s apartment offerings, and we wanted the name, visual identity and branding to reflect that,” he said.

The Winston is “the big sister” to another Collett property, The Winnifred and Shops at The Winnifred. Collett acquired that property at 1425 Winnifred St. in January 2021 for $30.2 million. Known then as Centro Railyard, it underwent a rebrand later that year.

Sarah Prescott, Collett’s asset manager, and The Plaid Penguin led the rebranding efforts for both communities.

Source: Charlotte Business Journal