SA-based homewear chain appoints experienced retail exec as CEO

Homechoice, the South African-based omnichannel homeware retailer, is preparing for its next phase of growth under a new CEO with experience across some of the country’s biggest retail brands.  

Shane van Niekerk, who spent 26 years at Mr Price Group before leading Jet, will take over at Homechoice on 1 November 2026. 

During his Mr Price tenure, he played a role in building Mr Price Home and launching Mr Price Sport as standalone retail propositions.  

More recently, Van Niekerk served as managing director of Jet, reshaping the business, developing its Jet Home brand and leading its subsequent acquisition by TFG, the diversified fashion lifestyle retail group. 

Homechoice’s next phase 

Homechoice was established in 1985 as a direct-marketing retailer selling bedding and homeware to South African women, including customers who traditionally had limited access to credit. 

The business has since expanded into an omnichannel model, selling homeware through digital platforms and more than 60 physical showrooms. 

Shirley Maltz, Executive Deputy Chair at Weaver Fintech, which owns Homechoice, believes Van Niekerk’s experience in building retail concepts, understanding customers and leading businesses through growth and turnaround periods make him well suited to the role. 

Van Niekerk succeeds outgoing retail CEO Chris de Wit, who led Homechoice through a period of change during his five years with the business. 

According to the business news website Businesstech, Weaver Fintech’s primary focus is on financial technology, and it owns the PayJustNow and FinChoice brands. FinChoice is a digital personal finance brand, while PayJustNow is a buy-now-pay-later provider.