Renowned ‘Joe Cools’ Beachfront Property in Durban Slated for Redevelopment
The eThekwini Municipality has granted long-term lease and redevelopment rights for the iconic beachfront location at 137 Marine Parade, commonly referred to as ‘Joe Cools’, to Imvusa Trading.
Situated along Durban’s North Beach promenade and housing a variety of Famous Brands quick-service restaurants and additional outlets, the property is set to undergo a significant renovation valued at up to R75 million.
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Imvusa, led by seasoned engineering technician Bonga Sibiya, will manage the redevelopment under a new 45-year lease agreement.
This initiative is part of the municipality’s Proactive Land Release Strategy, which encouraged proposals through a request issued in November 2023.
“The redevelopment is in line with the Municipality’s Inner-City Local Area Plan, which focuses on safeguarding and enhancing the beachfront as a vital tourism attraction,” the municipality stated.
National chains within the Famous Brands portfolio – such as Wimpy, Steers, Fishaways, and Milky Lane – will continue to operate as tenants.
A new Mugg & Bean restaurant will be added to the mix, with additional tenants to be revealed as the project advances.
eThekwini Mayor Cyril Xaba voiced confidence in the project’s advantages, highlighting the municipality’s dedication to maintaining all existing jobs while projecting the creation of additional employment opportunities, given that the new building will be 68% larger than the current structure.
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The property will continue operations throughout the holiday season, with construction planned to commence after the Easter holidays in 2025, pending necessary approvals. It is anticipated that around 80 jobs will be created during the construction phase.
The municipality also confirmed advancements regarding the redevelopment of the former ‘Funworld’ site, with more information to follow soon.
“This redevelopment significantly contributes to fulfilling the Municipality’s goal of establishing a lively and thriving beachfront for both locals and tourists,” Xaba stated.
Read: Southern Sun ‘the only bidder for Durban’s Elangeni & Maharani Hotel lease’
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