[South Africa] The Crazy Store opens 300th store, expands to Botswana
The Crazy Store, South Africa’s largest discount variety chain, has announced that it will not only open its 300th store, but will also expand its African footprint to include Botswana.
The 300th store, scheduled to open today (13 April), will offer 194m² packed with popular retail items in the Kyalami Corner Shopping Centre in Midrand, Johannesburg.
“With the opening of this store, we cement our place as SA’s largest trusted discount variety retailer,” says Managing Director, Kevin Lennett.
“With such a huge footprint, we can well and truly offer convenience, affordability and quality to our shoppers with the buying power to negotiate prices at source and deliver tangible value to our customers every day.”
“As far as Africa is concerned, we are happy with our footprint in Namibia and are now looking forward to trading in Botswana” he added.
“Our first Botswana outlet will open mid-May in the upmarket, expanding Gaborone suburb of Phakalane, in the Mowana Park Shopping Centre. Many established local and expatriate families live in the area, known for its luxury homes, golf estate and private schools.”
“Mowana Park has recently been extended and revamped to a high standard. It offers an upmarket food store, large supermarket, restaurants and coffee shop. We are opening a medium-sized Crazy Store to our latest finish and merchandise specifications, matching the market potential.”
The Crazy Store group has shown phenomenal growth since its first outlet (then known as the R10 Store) opened in Edenvale, Johannesburg in 1995. By 2011 the group had opened its 200th store in Cape Town and further growth was underpinned by its smaller express store concept, launched in October 2013 at the Howard Centre in Pinelands, Cape Town.
The organisation now has a strong foothold in major urban centres, rural and peri-urban areas. Its reach includes 11 stores in Namibia (the group made its first foray beyond South Africa in 2006, opening a Crazy Store in Windhoek.)
The Crazy Store’s growth is in stark contrast to the subduedSouth African economic climate, with cash-strapped consumers facing constraints on their disposable incomes.
Lennett says this challenging environment has, however, benefitted the brand, whose success he attributes to attaining the ideal balance between quality and price.
“Continuing tough economic times have helped, rather than hurt, our growth,” he said. “Our Buyers source product ranges with our target market carefully in mind. They have been very focused on stocking value-for-money goods.”
“In addition to our existing, loyal shopper base, new customers (often from the higher LSM brackets) are discovering us in their favourite, mainstream shopping centres. They are surprised and delighted by the variety, quality and suitability of our product mix.”
The Crazy Store has gone from strength to strength, as the range consists of over 4 000 product lines including toys, games and sports goods, consumables, garden and pet products.
“Trading densities are comparable with major national retailers. With proven customer (and landlord) enthusiasm, and with a committed and experienced Crazy team from top to bottom, we are proud to be a trusted and loved South African brand,” said Lennett.
The group expects to open an additional 20 stores by end-2017.