Sign up here to buy an East Croydon flat for a mere £401,000

Fancy buying a new, two-bed flat, with delightful views over the London-to-Brighton railway line, and all for a little more than £400,000?

The Ruskin Square first phase of residential development at East Croydon: when finished, it will include Poor Doors

The Ruskin Square first phase of residential development at East Croydon: when finished, it will include Poor Doors

Then this is your chance.

“Vita”, the first residential development at Ruskin Square, right next to East Croydon Station, is to have another “launch” event next month.

It emerged just before its last piece of marketing “engagement” that the Vita residential blocks are to feature controversial  “Poor Doors”, and operate a form of “apartment apartheid” so that those who live in the development’s handful of “affordable” homes will only be able to gain access through a back door, and not the main entrance way.

There is also considerable doubt whether those living in the affordable properties will be allowed to use the “exclusive” residents’ gardens to be built on the block’s roof. “Affordable” homes in this context means those which are sold or rent for 80 per cent of the market value.

According to an invitation sent out by the agents marketing the development, all of Vita’s one-bedroomed flats have already been sold. The full price of the cheapest properties now available for local, hard-working families looking to buy are £401,000.

The “launch event” (a second one) will be held in an 11th-floor marketing suite at AMP House, just the other side of Dingwall Road from the building site, all day on July 18.

What the developers of Vita on Ruskin Square have failed to appreciate is that John Ruskin would have had nothing to do with the hypocrisy, greed

Some of the presentational material used at the previous Vita “launch” event. What the developers of Vita who have hijacked the philosophy of John Ruskin have failed to appreciate is that the great Victorian thinker would have had nothing to do with the hypocrisy and greed of their development

The marketeers’ email, from someone called Elliott Stiling, the “sales and marketing director” for Vita, gushes, “We are delighted to announce our sales event on 18th July, when a selection of homes will be released. You’ll have the chance to to find out more about this exciting development and reserve your chosen property.

“Two-bedroomed homes start from £401,000. In the meantime, you can find out more about Vita by downloading our Fact Sheet and Floor Plans. We’ll be happy to answer any questions at the event.

“It would be great if you could let us know you are attending the launch event by replying to this email.”

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About insidecroydon

News, views and analysis about the people of Croydon, their lives and political times in the diverse and most-populated borough in London. Based in Croydon and edited by Steven Downes. To contact us, please email inside.croydon@btinternet.com
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4 Responses to Sign up here to buy an East Croydon flat for a mere £401,000

  1. In most schemes private owners pay service charges for a variety of facilities. £300 a month isn’t uncommon in London for an upmarket scheme to pay for a concierge, gym and roof terrace. If these facilities are to be available to social tenants (by virtue of sharing the same entrance), they need to be paid for. With just over three quarters of social tenants reliant on housing benefit, this money will either have to come from the taxpayer or the private owners in the block.

    While you certainly have a right to a roof over your head, I’m not sure it extends to a Croydon Council funded 24 hour concierge who picks up your dry cleaning.

    • Entirely correct, David. And you underline the completely inappropriate nature of this and other speculator-led developments, when the real need is to provide thousands of truly affordable homes.

      This development’s 161 new homes will all be included in the statistics of “new homes built”. Yet only 36 of these will be “affordable”, under the perverted definition provided by Boris Johnson, where sale prices or rents are set at around 80 per cent of market rate. How many nurses, teachers, firefighters or those on the £6.50 per hour mininmum wage which even a Croydon Tory MP says is impossible to live on might be able to “afford” to buy or rent such homes?

      And so the social cleansing of swathes of London continues…

  2. Nick Davies says:

    It’s not difficult to give access to different parts of the building to different people without providing a separate entrance. And the lower orders may well want to pay for certain extras – parking especially springs to mind. A standard office/hotel swipe-card system will work fine. And a concierge will know perfectly well who is entitled to what.

    I can’t see any practical reason for separate doors. The residents of the posh flats will just have to avert their eyes when the rest of us get back with our Tesco or Lidl shopping.

  3. sed30 says:

    What price homes for our children?

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