After years of store closures and restructuring, one of South Africa’s oldest retail brands is preparing for a new chapter. Edgars, the 97-year-old fashion and beauty retailer, is set to expand its footprint with plans to open 50 new stores over the next two years.

The planned expansion marks a major shift for a company that faced one of its toughest periods after entering business rescue in 2020, following the economic disruption caused by the Covid-19 pandemic.

At the time, Edgars was among the country’s most recognised retail names, with a long history of serving South African consumers.

Once one of the largest department store groups in the country, Edgars had to scale back operations, sell some assets and close several locations as part of a turnaround plan.

The retailer was later acquired by Retailability and its private equity partner Metier, which began reshaping the business for long-term growth.

Over the past three years, Retailability has focused on improving the performance of Edgars stores by reducing excess retail space and creating locations better suited to changing customer needs.

The company said it returned about 100,000 square metres of store space to landlords as part of the restructuring process.

Edgars rebuilds store network after major restructuring

Despite the closures, Edgars still operates more than 100 stores across South Africa, maintaining a significant presence in the country’s competitive retail market.

Its standalone Edgars Beauty division has also expanded, with 18 stores currently operating across key locations.

Retailability said the next phase will focus on carefully selected expansion rather than simply increasing store numbers.

The company plans to open new Edgars fashion stores while growing its beauty business, particularly in areas such as Paarl and Stellenbosch in the Boland region.

“We made very deliberate decisions to ensure that every store is the right size for the market it serves,” Retailability CEO Norman Drieselmann said.

He added that the work completed over the past three years has positioned the business to focus more strongly on growth while continuing to improve store performance.

Retailer enters new markets with Edgars Connect launch

Beyond fashion and beauty, Edgars is also moving into the telecommunications market with the planned launch of Edgars Connect in July 2026.

The standalone cellular store will be the retailer’s first dedicated outlet focused on mobile services, expanding its offering beyond traditional retail categories.

The move comes as several South African retailers explore new ways to reach consumers by combining lifestyle products with additional services. Retailers such as Mr Price have also built stronger positions in related consumer segments in recent years.

Drieselmann said the company’s expansion strategy is based on a careful approach, with stores being opened in locations where Edgars believes it can serve customers sustainably.

“What we are doing now is a responsible, strategic rollout, where we know exactly where we are going and why,” he said.

A historic brand looks toward its next phase

For a retailer approaching its 100th year, the planned expansion represents a renewed effort to restore Edgars’ position in South Africa’s retail landscape.

The company has survived major changes in consumer behaviour, increased competition and one of the most difficult periods in modern retail history.

Retailability said the brand still has significant opportunities ahead as it reconnects with customers and enters new markets.

“At 97 years old, this brand still has significant growth ahead of it,” Drieselmann said. “We see real opportunity, and we are going after it with both the respect this brand deserves and the hunger of a business that is just getting started.”