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Edgars rings the changes
Edcon, the largest non-food retailer in South Africa, has been listening closely to what customers
have been saying, and in response Edgars is proud to announce the launch of Edgars Home.
When customers started asking for more options and a bigger choice - and for all of it under one roof
Edgars sat up and took notice. Already known for its distinctive range of Homeware, the brand is now
showing up differently and taking it to the next level for décor, foodies and home enthusiasts.
Edgars CE Mike Elliott says, Edgars Home has been created for the South African consumer. After
all, we're all decorators and lifestyle enthusiasts who love our homes and love sharing experiences
with friends and family in a space that expresses who we are. The Edgars Home range of products is
beautifully curated and sourced just for you.
A key differentiator for Edgars is the complete customer offering of private and third-party brands,
both local and international, which Edgars Home perfectly articulates. Edgars Home fine-tunes the way
people can express who they are with its unique in-house premium labels, like the luxurious and graceful
Hotel Collection, the fun and fashionable Private Collection, as well as with much-desired, third-party
brands likeTefal, Jamie Oliver, and Noritake.
oeCoress who Edgars
For the bedroom, there are stunning ranges of duvet covers, linen and bedding. There are accessories,
bath mats, and luxuriously soft towels for the bathroom. The living room section offers everything from
curtains and lighting to scatter cushions and ornaments. The dining room selection includes dinnerware,
drinkware, serve ware, and table linen. everything an at-home chef could
And the kitchen range boasts
The first Edgars Home store launched on 26 October. By early November there were seven new format
stores launched in Sandton City Shopping Centre, Menlyn Park Shopping Centre, Clearwater Mall Canal
Walk Shopping Centre, East Rand Mall, Eastgate Shopping Centre, and La Lucia Mall, where the first
ever Edgars Home new concept store opened on the 9 November 2018
Mike says, Our core purpose remains the same: to provide self-expression for all South Africans for
all occasions. This has been interpreted through all aspects of our refreshed home strategy resulting i
an entirely different shopping experience. Our new-generation home offering will be an exciting addition
to the Edgars destination.
He adds, We also recognise that the South African consumer is under increasing pressure and we
strive to offer them fantastic everyday value in price, quality, and fashion and to delight them with exciting
promotions on the products that they love
As Edgars, we are on a mission to show up differently and ensure every customer has an awesome
experience when shopping in our stores. Edgars Beauty plays a critical role in enabling this strategy.
to equip our generic beauty consultants with the knowledge and
skills required to ensure our customers have a beauty experience like none other.
The Edgars Beauty School consists of four modules, namely:
All about Service
All about Skin
All about Colour
All about Fragrance
Learners were given ample opportunity to practice their newly acquired skincare, make-up, and
fragrance layering skills in the classroom. Check out some of the comments received from our learners:
loved the practical application of what we learned.
¡feel more comfortable and confident with the productsand how to apply makeup.
I loved learning how to apply eyeliner, this was the tricky part of the course
oved the demos. The facilitator was friendly and made it easy to understand. The activities
We have trained 172 Generic Beauty Consultants to date, and that is just the beginning.
Look out Edgars! These generic beauty consultants that attended this course wll be showing up
differently-one makeover at a time!