Traders In Purple has lodged a development application for a collection of luxurious riverfront homes that accentuate its sublime location on the water’s edge at West End.

The mix of riverfront residences, terraces and apartments, complemented by resort-style relaxation and wellness spaces, meets the lifestyle demands of downsizers, families and executives seeking a sophisticated waterfront lifestyle near the city.

Traders In Purple finalised the acquisition of the 1.25 hectare site in August with an existing approval for 473 apartments in four 12 storey buildings. Under Traders In Purple’s design submission, prepared by multi award winning architectural firm RotheLowman, a diverse range of just 164 residences is proposed with an emphasis on liveability and amenity.

Set within two buildings, the reduced bulk and scale not only delivers an idyllic living environment for future residents but presents 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.

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 over-sized one, two and three bedroom apartments and penthouses across the two buildings.

Drawing on its expertise in creating high-end waterfront apartments in coastal locations, Traders In Purple has refocused the design to emphasise the beauty of the riverfront.

Resident amenity is nature-centred with intimate spaces inter-mingling with an expansive podium of close to 3,000 sqm featuring a private dining & 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 captures spectacular views of the river and Mount Coot-Tha and the meandering pathways that trace their way through the development to the river’s edge.

With a $4 billion portfolio of projects under construction or in planning across Queensland, NSW and Tasmania, the West End development marks Traders’ long-anticipated entry into the Brisbane market.

Traders In Purple CEO Brett Robinson said the West End development would be 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,” said Mr Robinson.

“We have an extremely successful track record in developing luxury waterfront properties and the design for this site reflects this deep knowledge.

“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.

“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. Our 100 per cent track record is testament to the benefits of being an integrated property group.”

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,” said Mr Robinson.

“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.”

Read more in The Australian.