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October, 2023

PRIME POSITIONING: Prime Edition secures four new enviable addresses

Purposefully placed in Melbourne’s most desirable locations, each Prime Edition home will connect you to a sought-after way of living. Our recent acquisition of four development sites within inner-Melbourne will lead to the construction of more than 70 residences that seamlessly connect with their enviable surrounds.

Prime Edition will be leading the development of limited number of luxurious apartments and homes at Avoca, South Yarra, Queens Parade, Clifton Hill, as well as Como and Tintern in Toorak. The development of these projects follows the success of our Arbour Park residences in Surrey Hills, due for completion in December this year.

Following our recent rebrand from JCL Prime to Prime Edition, Director Eric Loi explains the new site acquisitions perfectly fit with our strategy to deliver premium projects in highly sought after locations over the next two years.

“There has been a long-standing gap in the inner-Melbourne market to meet the demands of discerning owner-occupiers for premium apartments that deliver on size, quality, and location.

As a business we have redefined our business model, leadership structure and brand to leverage this opportunity,”


Como, Toorak 


“With our renaming to Prime Edition this year, our singular focus is to close this gap with an additional 72 high-end apartments across four prestigious addresses in South Yarra, Toorak, Clifton Hill and Surrey Hills,” said Loi.

In an exclusive partnership builder-developer partnership, we have engaged Melbourne-based residential builder Henny to construct all upcoming developments. This will allow us to oversee the progression of the developments, jointly ensuring the delivery of expertly crafted, high-quality homes.

“We’ve sought to minimise every risk to the construction program of our development timelines by securing an exclusive agreement with Henny.

We understand that purchasers need every confidence around delivery and quality craftsmanship, so the partnership with Henny allows us to closely control our supply-chains and oversee trades at every detail of a build” said Loi.

Each Prime Edition development is designed and built with luxury living in mind. By working with Melbourne’s best architects and builders, we endeavour to create exquisite homes that reflect the surrounding environment and community.

Visit the link here to find out more about our projects.


Prime Edition Directors, Eric Loi and Alistair Taylor with Ben Turner, Managing Director, Henny – Prime Edition’s construction partner.