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Phygital retailer EGG launches with ambitions to boost local product

by | Dec 5, 2020

Cavendish Square ushered in December with the grand opening of concept store best described as a collaborative retail platform and “omni-retail experience and platform redefining the retail landscape” and is pegged to be one of the most technologically advanced stores in SA. EGG opens its doors with 250 brands – 80% of which are local brands – in seven departments including fashion, food, wellness, beauty, accessories, living, and sneakers. Wend your way through the rainbow-coloured arches and find customisations stations and a photobooth for in-store experience moments.

The concept store is a joint venture between Old Mutual Property and serial entrepreneurs Paul Simon and Arie Fabian. It’s called EGG in recognition of the nurturing, incubating and hatching of novel concepts. Paul says, “EGG is a ‘phygital’ experience that gives local (and international) brands a platform to stand on and grow. The idea came about when I realised that retail in SA needed to be reimagined since many other industries had already been disrupted. I felt that the retail industry needed to do the same, and a number of brands were being excluded from the formal shopping mall environment. This provided us with the perfect opportunity to make EGG the platform to bring innovation and creativity back into shopping centres and offer local brands the support they needed during these difficult times.”

EGG combines retail, e-commerce and an interactive consumer app with the intention of appealing to the new generation of consumer that is seeking an all-inclusive entertainment, locally sourced, learning and lifestyle fulfilment experience from a trip to the mall.

Local SMME brands such FIELDS, Unframed, TSHEPO Jeans, Mors Design, Selfi and Honest Chocolate are represented here. EGG not only offers brands quality physical retail spaces, it also supports them with the costing, planning, data, supply chain and service elements of retailing. Paul says, “EGG will be providing small businesses with access to a world-class omnichannel platform including e-commerce that will be managed by EGG on behalf of each vendor partner. In addition, vendors will receive business support with all live sales and stock tracking, merchandise management (storage, replenishment, visual merchandising) supported on the EGG vendor platform – enabling SMMEs to manage their stores remotely.”

Brand Manager, Chris de Vos says EGG works on a partnership, rental and commission basis: “Partners are either approached by one of our curators, or alternatively people can reach out to us via or they can go to our website and visit the section on becoming a partner. If they’re approved they pay rental depending on the amount of space they take in the store as well as a commission based on how much revenue they make (20% for most of the brands, and 10% for food vendors). The benefits that they get in return is having the presence in store among other amazing local and international brands, full access to our photographic studio to shoot their product, presence on our e-commerce store (launching soon), and the option to use the centre court event space.”

Moneyweb reports that more than 7000 people have visited the 3 400m2 multi-experiential shopping space in the first two days of trading.

Launched on 26/11/20 EGG brings together much-loved brands from every category:
  • Accessories – Pina Jewels, Missibaba, Sealand, Rowdy, Pichulik, Black Betty, Dr Pachanga, Famke
  • Beauty – Swiitch, Skoon, Glow Theory
  • Food – Potluck Club, Sheckter’s Raw, Unframed Ice Cream
  • Fashion – Orphan Street Clothing, AKJP, Maison Mara, Skhanda World, Artclub and Friends, Ogun, Float, Shelflife, Stiebeuel, Iconic Black, New Balance, Puma, Converse, Lily Label, Selfi, Unknown Union
  • Living – Haus by Hertex, The Chairman Home, The Tshirt Bed Co
  • Wellness – Wazoogles, Honest Chocolate, KURO-Bō, Nanuki

Images: Supplied. 


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