Apartment and ‘micro’ retail development in South End undergoes rebranding

A South End boutique apartment development that houses a “micro” retail component has been rebranded to The Winnifred.

Charlotte-based Collett Capital acquired the nearly 0.74-acre property — known then as Centro Railyard — for $30.2 million in January, according to Mecklenburg County real estate records. Collett Capital worked with equity partner Spaulding & Slye Investment, a subsidiary of JLL (NYSE: JLL), to purchase the development.

The property at 1425 Winnifred St. is next to The RailYard office development.

Collett Capital worked with Charlotte marketing agency The Plaid Penguin to create the new branding for the development. The Winnifred name was chosen to encapsulate the overall nature of the development and its location.

“We are excited to reveal this new name for our unique living and shopping destination in South End,” DuBose Williamson, principal of Collett Capital, said in a press release. “We believe it represents the location, taking up a full city block on Winnifred Street, and showcases the personality of the property and the residents and the shop owners who call it home.”

The Winnifred includes a mix of studio, one- and two-bedroom apartments. The 91 units range from 396 to 1,073 square feet. It was 100% leased at the time of the rebranding.

There are 15 ground-level “micro” retail stores that wrap around the building. Each retail space measures between 400 and 1,500 square feet, and every shop has its own garage-door entrance.

Fourteen of the 15 spaces are currently occupied. The retailers include Boba Baba, Brown Sugar Collab, BW Sweets Bakery, Cactus Club Co., Derby City Skates, Five13 Studio, eBike Central, Glory Days Apparel, Jack & Georgia, Kika Stretch Studios, OLPR Leather Goods, Outlaw Hair Co., Paletas Morelia and Perfect Screen.

“As a business owner, it is so exciting to be a part of the emerging retail destination, Shops at The Winnifred,” DeAnna Allen, owner of Brown Sugar Collab, said in the release. “We are a family of niche, boutique-style retailers and we cater to shoppers who want to support local makers, curators and entrepreneurs.”

Collett Capital’s Charlotte portfolio also includes Twin Lakes Business Park, Terraces Medical Plaza and South End Street Retail. The firm has acquired over $325 million in gross asset value since 2016.

By   –  Staff Writer, Charlotte Business Journal