Malaysia’s MR.DIY is accelerating its expansion in South Africa, less than a year after opening its first store, as the discount retailer strengthens its foothold in Africa’s biggest consumer market.

The company said it is nearing the opening of its 10th South African outlet and expects to operate 14 stores by the end of the year. The rollout reflects growing confidence in demand for affordable home improvement and household products despite pressure on consumer spending.

South Africa is the retailer’s first market on the African continent, making the expansion an important step in its international growth strategy.

Alongside new stores, MR.DIY has established local offices and warehouse operations, creating more than 150 jobs and building the infrastructure needed to support future growth.

Smaller stores, bigger ambitions

MR.DIY is entering a competitive market dominated by Builders Warehouse and Leroy Merlin, but it is taking a different approach.

Instead of operating large warehouse-style outlets, the retailer focuses on compact stores located in busy shopping malls, offering between 17,000 and 18,000 products.

Its range includes hardware, home décor, electrical accessories, stationery, toys and everyday household essentials.

The format allows customers to shop for practical items during routine visits to shopping centres while giving the company greater flexibility to expand into areas where large-format stores may not be viable.

Growth built on local investment

Head of Business Development Jamie Williams said the company’s progress over the past year has exceeded expectations.

“If I think that this time a year ago we didn’t have a store open and now we’re heading towards 14 stores by the end of the year, it’s quite a journey,” Williams said.

He added that every South African outlet is staffed by local employees, with each new store expected to create between 10 and 15 jobs while providing opportunities for staff to move into supervisory and management positions.

Founded in Malaysia in 2005 as a single hardware store, MR.DIY has grown into one of Asia’s largest value retailers, operating nearly 5,000 stores across countries including Thailand, Indonesia, Singapore, the Philippines, Vietnam, India, Türkiye, Spain and Poland.

Its South African business marks the company’s first expansion into Africa and serves as a platform for its long-term ambitions on the continent.

Williams said the retailer will continue expanding at a measured pace. “We want to walk before we run,” he said. “Our focus is on building a strong foundation and then growing from there.”

With more stores already in the pipeline, the company aims to establish a broader national footprint by 2027, bringing its value-focused retail model to more South African communities.