Homechoice Turns 40 – Still Helping South Africans Feel at Home
What began in 1985 as a modest mail-order business has transformed into one of South Africa’s most recognisable omnichannel retail brands. Founded by Rick Garratt and headquartered in Cape Town, HomeChoice today offers a wide range of homeware essentials — from textiles and furniture to appliances and electronics — with a focus on the country’s mass middle-income market.
A pioneer in providing credit to previously underserved consumers, HomeChoice is celebrating four decades of helping South Africans build the homes they love.
The retailer is part of HomeChoice International plc (HIL), a JSE-listed group that also owns Weaver Fintech. This includes digital lender FinChoice and Buy Now, Pay Later platform PayJustNow — expanding the group’s footprint into fintech and digital finance.
In 2015, the first Homechoice showroom opened in Wynberg, Cape Town.
Currently, Homechoice has 45 showroom stores across the country:
- Gauteng (12);
- KZN (6);
- Mpumalanga (3);
- Western Cape (4);
- Limpopo (6);
- Eastern Cape (8);
- North West (3); and
- Free State (3).
By the end of 2025, the business anticipates having 60 showroom stores where consumers can experience its product range – from blankets, curtains, bedlinen to electronics, appliances, luggage and more.
“The company actively seeks out malls and retail facilities in areas that mirror its core demographic, to provide that all-important real-life experience to customers,” says Chris de Wit, CEO of Homechoice Retail.
Supplied by: Homechoice.
Guzzle Media
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