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Influencer culture puts Steinhoff-owned Pep's Home unit in 'sweet spot'

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Pep, known for its low prices, opened its first standalone homeware store in 2007.
Pep, known for its low prices, opened its first standalone homeware store in 2007.
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Online video sharing platform YouTube is littered with videos of the latest "hauls" influencers have found at their favourite shops and for discount retailer Pep’s home division, the trend for most pretty and affordable décor has left it sitting in an "...unintended sweet spot".

A haul is when a person shares videos on YouTube of products they bought at a particular shop or from a certain brand reviewing them for their following. For Pep South Africa CEO Jaap Hamman, the popularity Pep Home is seeing is due to the hard work the company has put on its home division and some interest from influencers.

"We’ve had quite a big demand for Pep Home lately and it’s doing very well. We’ve sort of found a sweet spot," said Hamman.

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