Atlas expands Brisbane presence with Ethel & Florence acquisition

Atlas by LJ Hooker has strengthened its foothold in Brisbane’s inner-city real estate market by incorporating Ethel & Florence into its operations.

The merger will see Ethel & Florence’s team of four sales specialists join Atlas Brisbane, expanding the network’s reach in the Queensland capital.

Adele Oliver, founder of Ethel & Florence, said, “Moving to Atlas is a great fit for us as there are a lot of synergies between the two offices. We share a similar energy, focus on collaboration and advocacy of the inner-city lifestyle.”

Established in 2018, Ethel & Florence has built a reputation for delivering bespoke results in New Farm, Teneriffe, Brisbane CBD, Hamilton, and surrounding areas.

Jarrod Perry, Director of Atlas Brisbane, welcomed the expansion, noting it aligns with their shared commitment to client service. He said, “The Ethel & Florence team is known for combining professionalism and personality in the real estate experience and that’s won them a loyal client following over the years.”

Perry highlighted that the merger would create more cross-river opportunities for Atlas’ sellers and investors, particularly in light of the upcoming 2032 Brisbane Olympic and Paralympic Games.

Chris Keating, LJ Hooker Group’s head of network Australia, commented on the timing of the expansion, stating, “Atlas’ growth in inner Brisbane comes at an exciting time for the city.”

The acquisition is expected to enhance Atlas’ presence in Brisbane’s premium real estate market, leveraging the combined expertise of both teams and the broader resources of the LJ Hooker network.

This strategic move positions Atlas to capitalise on Brisbane’s growing profile in the lead-up to the 2032 Olympics, potentially offering increased opportunities for clients in the inner-city property market.