Homewares in South Africa

PROSPECTS

Food storage and kitchen utensils recorded significant growth over the review period

Food storage and kitchen utensils recorded the fastest growth under homewares in 2018. The growth in food storage can be attributed to wider product offerings and diversification in addition to more supermarket chains offering an extensive range of private label as well as branded products in this area.

Preference based on colour continues to influence product choice

As seen with small appliances, consumers continue to demand products that have a variety of colour offerings. The preference based on colour has extended into décor for the rest of the house and not only the kitchen.

Wide product offerings and extensive subcategories driving success of leading homewares and home furnishing stores

As the South African economy continues to struggle, the restructuring of some retailers has been observed. Boardmans stores are being centralised into Edgars stores.

COMPETITIVE LANDSCAPE

Hendler & Hart to expand product range with premium brand offerings from Tefal and Krups

One of the major providers of cookware globally, Groupe SEB, entered into an agreement with the South African manufacturer of cookware under the Hendler & Hart name. This move is aimed at allowing the local company to drive sales and push distribution of premium ranges from Tefal and Krups brands.

Mr Price, Tupperware and Prestige brands leads individual categories

The top three players in homewares are all active in various subcategories found under homewares. Mr Price Group, the leading player, owes its success to the wide footprint of its Mr Price Home stores.

New Edgars Home store concept to be implemented

The Edcon Group announced steps to replace its Boardmans stores with a more centralised Edgars Home offering, to be found inside current Edgars stores. The revamped Edgars Home store concept will aim to offer several private label and leading brands, which includes Tefal, Jamie Oliver and Noritake, with a primary focus on kitchen, living room and bedroom products and textiles.

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