South Africa's biggest clothing retailer Edcon will be replacing Boardmans with Edgars home. Photo: Reuters
CAPE TOWN – Edcon has announced that its subsidiary  Edgars will launch Edgars Home that will feature a wide range of new homeware for  décor, foodies, and home e nthusiasts.

Edgars chief executive Mike Elliott said in a statement: "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."

According to Edgars, the difference between Edgars Home and Boardmans will be the  customer offering of private and third-party brands,  both local and international.

Edgars Home will focus on Kitchen, living room, d ining room as well as  third-party home brands like Tefal, Jamie Oliver, and Noritake.

The re-launch of its Homeware products will be shown in a new store concept with a  refreshed look and feel in the Edgars network as both stand-alone and shop-in-shop formats. 

The first Edgars Home stores will launch on the 26th of October.

"By early November there will be  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. W here the first ever Edgars Home new concept store will be opening on the 9th November  2018", said Elliot. 

"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 in an entirely different shopping experience. Our new generation home offering will be an
exciting addition to the Edgars destination

"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," said  Elliott. 

Elliot revealed that the company is also in  the process of a new look and logo facelift, which would complement the new  store layouts and the roll-out of its next-generation stores.

"These changes are centred on our customer, providing an elevated, clearer and  more focused shopping experience. If we focus on providing our customers with a fantastic  market-leading home experience, it can only increase the group’s competitiveness, and ultimately  an optimal customer experience through the continued incorporation of our customers’ feedback  into our value proposition" said Elliot.