Miladys
This chain retails a focused assortment of own brand women's clothing, intimatewear, shoes, bags and accessories which are of good value, trend right, differentiated and of flattering fit. The customer is a 35+ family orientated woman who knows who she is and what she wants. She shops for fashion that makes her look and feel good. She is in the LSM 6 to 10 range and appreciates good quality and comfortably fitting garments. Due to her family and financial responsibilities, the Miladys value for money offering is important. Style and co-ordination is provided through an exciting and vibrant window and in-store experience.
mrpHome
The chain sells contemporary in-house designed, fashionable homewares and furniture to value minded customers, with a young-at-heart attitude. The primary customer is a fashion-value minded female, aged 25 years and older within LSM 8 to 10 (upper), who loves to decorate her home. With the insight of past results, expected future local and international trends and customer feedback, the chain constantly aims to delight its customers with innovative products at everyday low prices. Independent research conducted by Nielsens reflects that mrpHome is the most loved and frequented homewares retailer in South Africa with the highest level of brand awareness in the sector.
Looking forward, mrpHome aims to delight its customers by focusing on three key areas, namely superb product selection, outstanding value and a pleasant and compelling omnichannel experience. The strategy also includes a focus on improved resourcing and supply chain capabilities, to ensure that unnecessary costs are eliminated, further strengthening its value positioning, and to facilitate growing market share within southern Africa and beyond current geographic locations.
Sheet Street
The chain is a value retailer offering a range of affordable home textile and décor products for bedroom, livingroom, bathroom, kitchen and dining-room. In particular, it prides itself on providing exceptional value to middle income households (LSM 5 to 8) who can create a home they love at a price that they can afford. South Africans love and trust Sheet Street for providing freshness, co-ordination and helpful tips in store, in catalogues and online. Sheet Street online gives home shoppers access to over 1,000 products 24 hours a day and seven days a week, with delivery direct to their doorstep. Despite the tough economic indicators for the mid-LSM customer, the business is in good shape and it is expected that sales and operating margins will continue to increase in line with targets. The headwinds and increased competition help to focus the team on what is important and encourage an environment of constant innovation and adaption as customer needs are satisfied.