Edgars Announces 50 New Stores as Expansion Plans Gather Pace

Edgars is entering a new phase of expansion after completing a three-year transformation of its store network, with plans to open 50 new-generation community-based stores across South Africa over the next two years.

The retailer says its repositioning strategy has strengthened the business, creating a platform for sustainable growth while remaining focused on customer needs.

A New Chapter for a 97-Year-Old Brand

Edgars, which celebrates 97 years in business, currently operates more than 100 stores nationwide.

The first of its planned new-generation stores are scheduled to open during July and August as part of a broader rollout aimed at bringing the brand back into communities where it can operate sustainably.

“Our recipe for success is straightforward but takes real discipline to execute,” says Norman Drieselmann, CEO of Retailability.

“We respect the 97-year heritage of this brand deeply, but we run the business like a start-up that is completely fixated on its customers. That combination is powerful and it is working.”

Smaller Stores, Stronger Performance

The retailer says its rightsizing programme has exceeded expectations.

By reducing store footprints and aligning locations with the economic profile of surrounding communities, Edgars has created more productive stores with larger customer basket sizes.

Since launching the programme, the company has returned more than 100,000m² of retail space to landlords.

According to Drieselmann, this has improved both the shopping experience and the long-term sustainability of the business.

Investing Beyond Fashion

Retailability is also expanding its specialist retail brands.

The standalone Edgars Beauty chain now operates 18 stores, with additional locations planned across the Boland, including Paarl and Stellenbosch.

July will also mark the launch of Edgars Connect, the retailer’s first standalone cellular store, as it expands into the telecommunications market.

The group is also continuing to grow Kelso, its standalone women’s fashion brand aimed at the mass middle market. Following positive results from its pilot stores, Kelso recently opened its fourth outlet at Tygervalley.

Growth With Purpose

Drieselmann says the retailer’s expansion strategy is focused on sustainable growth rather than simply increasing store numbers.

“We made very deliberate decisions to ensure that every store is the right size for the market it serves. The work we have done over the past three years has paid off. While optimisation remains ongoing, we are now equally focused on growth.”

“We are now able to bring Edgars fashion and beauty back to communities where the brand was previously unable to trade sustainably. What we are doing now is responsible, strategic rollout, where we know exactly where we are going and why.”

Looking Ahead

As Edgars approaches its centenary, the retailer believes its long history remains one of its greatest strengths.

The company says its continued focus on customer value, operational agility and community connection will guide its next phase of growth.

“At 97 years old, this brand still has significant growth ahead of it,” says Drieselmann.

“We see real opportunity and we are going after it with both the respect this brand deserves and the hunger of a business that is just getting started.”

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