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Mimosa Mall, situated at 131 Kellner Street in Brandwags Bloemfontein, is a regional shopping centre opened in 2000 and refurbished in 2013, with a gross leasable area of 37,453 square metres across two levels and about 100 stores. It positions as a convenient mid-market destination for affluent local shoppers, anchored by Checkers supermarket, Ster-Kinekor seven-screen cinema, and Toys R Us.
Tenant mix includes fashion outlets like Truworths, Foschini, and Cotton On; specialty stores such as Starbucks and Bathu; and dining options including Mugg and Bean and Steers, emphasising groceries, entertainment, and family-oriented retail. Occupancy holds at 92-95 percent, with monthly footfall of 500,000 to 850,000 visitors and annual sales of R10,000 per square metre. Primary catchment covers 200,000 people within 5 km, featuring median age 28, household income R18,000 monthly, and 20 percent tertiary education rate, bolstered by 30,000 University of the Free State affiliates driving 20-25 percent of traffic.
Rents range R200 to R350 per square metre monthly, with standard five-year leases and 4-6 percent CPI escalations; 1,000 square metres available in 50-500 square metre flexible units.
Accessibility via major roads and public transport is adequate, supported by 1,760 parking bays, though university proximity causes peak congestion.
Market position offers less crowded convenience versus larger rivals, with 60-minute dwell time and 30 percent conversion rate.
Leasing advantages encompass retail support programs enhancing sales by 10-15 percent, strong security, and Wi-Fi. Drawbacks include aging infrastructure, 70 percent e-commerce penetration, 33-35 percent unemployment limiting discretionary spending, and competition from Loch Logan Waterfront drawing 40 percent more visitors in a 2-3 percent sales growth market with 5-7 percent national vacancies.
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Hours of Operation
Hours
| Monday | 09:00 AM — 06:00 PM |
| Tuesday | 09:00 AM — 06:00 PM |
| Wednesday | 09:00 AM — 06:00 PM |
| Thursday | 09:00 AM — 06:00 PM |
| Friday | 09:00 AM — 06:00 PM |
| Saturday | 09:00 AM — 05:00 PM |
| Sunday | 09:00 AM — 03:00 PM |
Hours may vary on public holidays. Check with individual stores for specific holiday schedules.
Insights
Demographic Profile
Primary catchment within 5 km includes 200,000 residents, secondary over 150,000 in 10 km, with 1.8 percent population growth. Median age 28, household size 3.2, median monthly income R18,000 exceeding city average, 20 percent tertiary educated, unemployment 33-35 percent. University contributes 20-25 percent footfall from 30,000 students and staff, plus medical and hotel visitors; per capita retail spend R25,000 yearly (R15,000 groceries, R3,000 apparel). Supports steady traffic but economic pressures constrain non-essentials, with 15 percent loyalty penetration and 20 percent click-and-collect adoption.
Occupancy and Rent Levels
Occupancy at 92-95 percent aligns with national 5-7 percent vacancy averages, 1,000 square metres available. Rents R200-350 per square metre monthly (average R250), turnover rents for food and entertainment. Five-year leases with 4-6 percent CPI escalations offer stability; flexible 50-500 square metre spaces suit varied retailers. Strengths include high tenant diversity maintaining demand; risks from e-commerce and saturation potentially pressuring reversions in mid-tier categories.
Competition and Risks
Competes with Loch Logan Waterfront (70,000 square metres, 1-2 million monthly visitors, 40 percent more traffic via broader anchors) and Central Park in fashion, plus strip malls and 70 percent e-commerce adoption eroding physical sales. Bloemfontein market shows 2-3 percent sales growth amid slowdowns; low crime (10 incidents yearly) and security mitigate risks, but aging post-2013 infrastructure and Kellner Street congestion pose challenges. Projected 5 percent footfall growth via tenant innovation and parking upgrades needed to counter saturation.
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