News

Putney holds power over prime central London as buyers show preference for the capital’s SW fringes

17th November 2014

The south west fringes of the capital are proving increasingly popular with Londoners, with returns on investment in Putney, Fulham and Pimlico beating prime central London for the third year in a row, according to research from Douglas & Gordon. While historically, London’s brightest young business leaders have opted to live in the capital’s most prime areas, cutting-edge developments, fast transport connections and aspirational lifestyle opportunities are tempting London’s young business talent to look further afield.

Sach Kukadia, 31, is one of London’s most hotly-tipped young entrepreneurs, commanding significant attention from the media for his business acumen. Sach is the founder of SecretSales.com, a website he launched eight years ago with his brother. The company works with over 1,500 designer brands to offer daily sales for a range of high-end fashion, interior and beauty products. By offering up to 70 per cent discounts on luxury products, SecretSales.com has carved a niche position in the shopping behaviour of aspirational professionals and now boasts 4.2million members. Sach already lives in Putney, in a flat he bought two years ago, but having decided that he would like a home of a higher level of finish, he has recently purchased a two bedroom apartment at London Square Putney.

Sach comments:

“I looked at apartments across London; however, it seemed that by far the best development for me was literally in front of my eyes. At the moment, I live in a flat in the road adjacent to the London Square Putney development, so I can see my new home taking shape from my current bedroom window. The design and finish at London Square Putney are the most impressive I have seen in my search for a new property and I can’t wait to live somewhere that I am truly proud to show off.”

Apartments at London Square Putney have been designed to maximise the use of light and space, each with a balcony or winter garden. Sach’s apartment benefits from a north facing terrace. The apartments feature bespoke kitchens by Siematic, luxurious bathrooms, underfloor heating and multi-room audio systems. The development incorporates a south-facing private garden for residents, as well as communal roof gardens. Additionally, other facilities include a 24-hour concierge service, underground car parking and a new public plaza.

Having previously lived in northwest London, Sach made the move to Putney two years ago to be closer to his family and improve his commute to the Secret Sales office in Notting Hill. Putney has excellent transport links, with East Putney station offering access to the District line which leads to both Notting Hill and The City.  The overground station provides train services to London Waterloo in just 17 minutes. Meanwhile, commuter riverboat services run to Blackfriars and the nearby A3 directly connects to central London, whilst a short drive over Putney Bridge takes you to Fulham, Kensington and Chelsea. Heathrow, Gatwick and London City airports are all accessible in less than 50 minutes for when Sach needs to travel internationally.

Sach comments:

“London Square Putney not only offers the type of property I was looking for but is also in the ideal location. Putney offers far more in terms of transport links, lifestyle opportunities and picturesque landscape than any other location in the city and I cannot think of anywhereI would prefer to live right now. Although I currently live very close to the development, my new apartment is more conveniently situated as it is directly opposite a very good gym, which was a key selling point for me.”

Due for completion in 2016, the 11-storey development of 113 one, two and three bedroom apartments, designed by internationally-acclaimed architects Allford Hall Monaghan Morris has proved very popular, with 70% of properties already sold.

Rebecca Littler, Sales and Marketing Director at London Square comments:

“Putney is fast becoming one of London’s most aspirational neighbourhoods, as is evident from its consistently strong performance in the market against the capital’s traditionally recognised ‘prime’ areas. The excellent transport links are a huge draw for young and talented professionals like Sach, with early investors now being joined by further waves of this buying demographic.”