44 Stanley recently celebrated two decades of existence in May 2023 and that’s cause for great celebration. What was once a series of light industrial 1930s buildings, is today Joburg’s most cherished boutique complex and a must-visit destination. We chat to the team behind the scenes about the adventures of running this treasured boutique centre and look at their aspirations for the future.
Brian Green - Founder and Co-owner
Tell us about your experience of finding the property at 44 Stanley and deciding to start something new?
I had a camera rental business and editing business in the Media Mill behind 44 Stanley and drove past it daily loving it, and in particular the steel bridge you can see from the road but with no intention of owning it. It wasn’t until my brother in law wanted to open a bar that I looked at it seriously for the first time. It was my first venture into property and I had no money so I hatched a plan to get it by investing a lot of time and effort convincing the seller, Old Mutual Properties and potential tenants that this was going to be something different and beautiful.
What was it like to open 44 Stanley?
It was an exciting time and a new way of doing retail. 44 Stanley was followed by artists, architects, designers and the magazines couldn’t get enough of it. .It was fantastic!
Three highlights over 20 years?
That’s a difficult one because I see 44 as an ongoing and constantly evolving animated space that just gets more layers and beauty with age. No facelifts needed! I guess one special day, many years back I was meeting Joel Coen and Frances Mc Dorman (Fargo) and them telling me that they had been told by a friend in New York to spend the few hours they had in Jhb at 44. That was a great endorsement.
The most challenging year?
2008 was really tough and we predicted it with the construction and dust going on over the road and then the worldwide crash but of course Covid was extraordinarily difficult and challenged us in ways that ultimately defined us as a part of Joburg that was here to stay.
What is the one thing someone should not leave without seeing, experiencing, or tasting?
There is quite a lot packed into a relatively small place and we have passionate tenants. Eat lunch at Salvation Café and ice cream at Forest Gelato, coffee at Bean There and then browse around – from the incredible vintage Ifuku to The Atelier, Mr Vinyl and Mungo. I feel bad leaving any names off that list but I I had to push more than just one thing!
At 20, 44 Stanley remains unique in Joburg. What is the special ingredient?
It has never veered of course, it is what we intended it to be and we are very picky when it comes to selecting tenants. We make mistakes but we always strive to get it better! We steer clear of what you will find in commercial precincts and in that there is something unique, personal and special.
What would you like to see happen at 44 Stanley over the next decade?
I would like to see it continuing in very much the same vain but attracting more traffic and consistency during the weekdays.
Sihau Nxongo - Operations Manager
What do you enjoy most about 44 Stanley?
The unique and relaxing physical set up of the centre attracts different types of customers.
What makes the community at 44 Stanley special?
The type of stores found at the centre and small businesses showcasing the exclusivity and authenticity in their products. Innovation is what completes the small community.
What is the one thing someone should not leave without seeing, experiencing, or tasting?
Breakfast at Salvation Café always gets people looking forward to coming to 44 Stanley and of course, a great shopping experience from our unique shops.
At 20, 44 Stanley remains unique in Joburg. What is the special ingredient?
Keeping the uniqueness and authenticity has kept the centre different and a preferred destination for dining and shopping.
What would you like to see happen at 44 Stanley over the next decade?
Remain an exciting place with a family-friendly environment – mostly improved children’s entertainment.