YDE founder opens a new omni-channel retail store in Cape Town, already likened to a local Sephora

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EGG is a new retail store recently opened at Cavendish Square. (Image via @weare_egg on Instagram)
EGG is a new retail store recently opened at Cavendish Square. (Image via @weare_egg on Instagram)
  • An innovative new retail store, EGG, launched at Cavendish Square in Cape Town on Monday.
  • The store is a joint venture between Old Mutual Property, Paul Simon, founder of Young Designers Emporium (YDE), and Arie Fabian, who established the Fabiani brand. 
  • The new omni-channel store houses 250 local and international brands across the categories of fashion, beauty, and lifestyle.

While the international retail industry has faced turbulent times amid the pandemic, South Africa has been experiencing a more optimistic trajectory with its new store openings. The latest of these is omni-channel retail store, EGG.

The new store's social media bio reads; EGG is a unique, omni-channel experience redefining and redesigning the retail landscape.

Born with a vision to “reimagine retail,” the new 2 700 square metre space at Cavendish Square in Claremont, Cape Town houses 250 local and international brands across the categories of fashion, beauty, living, streetwear and sneakers, accessories and jewellery, and even food.  

READ MORE: Following Mango's return, Gap becomes the second re-entry of SA's revolving door of clothing outlets   

The store promises shoppers a unique, “phygital” omni-channel experience. 

“We consider ourselves to be retail of the future… consumers can actually shop from their device, pay at checkout or will be able to get their merchandise waiting at the click and collect counter 15 minutes after their purchase,” says Paul in a video posted to the store's Instagram page.  

What can we look forward to?

Local fashion brands making an appearance include Toned, Hemporium, Madison Boutique, The Lot, Beach Cult, KOIKOI Clothing, Tshepo Jeans, Tape, Veldskoen Shoes, Temple of Reason, Happy Socks, Plakkie, and several more well-known and loved brands.

“As much as 80 percent of the product in EGG is locally produced and sourced,” says Paul in the Instagram video. 

Beauty-wise, EGG boasts a large collection of names such as Swiitch Beauty, Skoon Skincare, Kevin Murphy South Africa, Pink Cosmetics, Samika, Shop Glow Theory, Dyson Hair, Olaplex, Estée Lauder - just to name a few.   

READ MORE: Black-owned beauty | It's time to Swiitch to brands that are made for people who are Black Like Me

The living section houses brands such as Haus, Cape Island, Cameron Collective, and Kitchen Aid Africa. Hungry shoppers will have access to the likes of Scheckter’s Raw, Sushi Box SA, My Sugar Chocolate Bar, and Pizza Proper.  

According to EGG’s Instagram account, Cape Town consumers will also find a hair salon, barbershop, and makeup and piercing studios in store. 

Future Forward 

As reported by BizCommunity, the next three years will see three more EGG stores launch in South Africa - one at The Zone @ Rosebank and Bedford Centre in Johannesburg, and another at Gateway Mall in Durban. 

READ MORE: SA welcomes a new online fashion portal as brick-and-mortar retail ebbs and eCommerce flows 

As mentioned in the video posted on Instagram, once the company has exhausted all opportunities locally in the country, the dream would be to create a platform for local SA talent but in an overseas environment. 

“The big dream would be to have an Egg like this in one of the major hubs in London or New York even, but with local South African merchandise,” says Paul.

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