Revamping for Zim Edgars stores

EDGARS Zimbabwe, in which South Africa’s Edcon provides technical and financial support, is revamping its stores and has signed agreements to offer new brands and to open the first Red Square outlet in the country.

The credit clothing retailer re-launched its flagship store in central Harare last week after giving it a face-lift.

Officials at the company said similar upgrades would be undertaken at its other stores across the country as it battled informal traders and other formal retailers such as Topics and Truworths.

“In 2015 and 2016 we lost some ground and we did some soul searching to come up with a five-year strategic plan.

“We have had a brand campaign under #foreveredgars and we embarked on a performance management system and we have updated our IT system,” said Vusa Mpofu, a director for the Edgars chain in Zimbabwe.

He said the next phase of the revitalisation strategy had been to “revamp our flagship store and others” with the facelifted outlets now comparing well “with other outlets that are on offer in South Africa’s Sandton” business hub.

Owing to the strong trade ties between Zimbabwe and South Africa, some premium Zimbabwean shoppers are familiar with outlets and brands in South Africa. Edgars is hoping to capture a significant portion of this market by localising the Red Square outlet and building up outlets that offer a similar experience to those across the Limpopo.

“We have made sure there is variety on all brands. We have our own in-house brands and other regional and international brands,” added Mpofu.

Edgars Zimbabwe, just like all other companies in the struggling southern African country, is facing foreign currency shortages.