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Pick n Pay admits it was 'overcentralised', as it aims to convert 40% of stores to QualiSave brand

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The Pick n Pay brand is now aimed at middle to higher income consumers.
The Pick n Pay brand is now aimed at middle to higher income consumers.
Pick n Pay Group

Pick n Pay says it is seeing progress in a shift away from a single store banner that promises to be "everything to everyone".

The grocery and fashion retailer's new Ekuseni strategy, meaning "new dawn," now sees it offer products under three store banners, rather than one. The group's brands are now Pick n Pay, Pick n Pay QualiSave and Boxer, respectively targeting from the upper end of the market to the lower.

The Ekuseni plan is built on research among the group's customers, and is a shift away from a centralisation of its business a decade ago as the firm sought to wring out operational efficiencies.

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