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BUSINESS STRATEGY
Once close to oblivion, SA retailer Edgars is making a comeback
By our African Marketing Confederation News Team | 2026
Six years ago, the historic South African department store chain was in voluntary business rescue. Now it plans to open 50 new stores.
opening 50 new stores and expanding its product offering over the next two years. This comes just six years after it was placed in voluntary business rescue.
The expansion strategy includes traditional Edgars department stores, although in a smaller format than before, Edgars Beauty outlets, and the launch of Edgars Connect, a standalone cellular store concept.
Edgars’ announcement comes in the wake of a three-year restructuring programme which has already seen many of its traditional stores being downsized. According to the chain, this has improved profitability and efficiency, resulting in stronger sales and larger customer basket sizes.
Edgars stores are on the comeback trail
After Edcon, the Edgars holding company, went into voluntary business rescue in April 2020 the business was subsequently acquired in September 2020 by Durban-based Retailability.
Recipe for success is straightforward
“Our recipe for success is straightforward but takes real discipline to execute,” Norman
Drieselmann, CEO of Retailability, is quoted as saying by various South African media sources.
“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.
“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.”
Edgars currently operates around 100 stores across the country and the first of the new locations will begin opening in July and August 2026. Apart from South Africa, it also operates in neighbouring countries such as Botswana and Namibia.
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