This is the year to shop local and support our South African talent. A new omni-channel store has just launched in Cavendish Square, and promises to redefine and redesign the retail landscape.

We Are EGG is a joint venture between Old Mutual, founder of YDE Paul Simon and Arie Fabian, who built the Fabiani brand. The omni-channel store opened on Tuesday [December 1] in the 2700 square metre retail space where Edgars once stood at Cavendish Square in Claremont.

The store is a haven for local businesses across various categories. From beauty and fashion, to homeware and food, you can find anything you want from the store’s 250 brands in one unique space.

Founder Paul Simon is proud to say 80% of the items sold at We Are EGG are locally produced and sourced.

There is also an app, allowing customers to shop directly from their phones and click and collect items within 15 minutes of purchase.


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“Uniting omni-channel in a multidimensional shopping as-experience format that combines retail, e-commerce and an interactive consumer app, EGG is appealing to a new generation of consumer that is seeking an all-inclusive entertainment, locally sources, learning and lifestyle fulfilment experience from a trip to the mall,” Simon told Property Wheel.

“We are continuously seeking innovative ways to differentiate our tenant mix through independent retailers to add an element of surprise and product discovery to shoppers. This ensures constant reinvention that enhances sustainable returns.”


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“By making retail spaces in leading malls available to local brands currently underrepresented in physical shopping centres, Old Mutual’s partnership with Egg is democratising retail in South Africa, so to speak,” said Sakina Nosarka, head of retail at Old Mutual Property.

“This partnership will allow vendors without any previous retail experience to gain fully supported access to omnichannel retail space in the heart of South Africa’s prime shopping precinct.”

There are plans to expand We Are EGG stores to other provinces. The Zone @ Rosebank, Bedford Centre in Johannesburg, and Gateway Mall in Durban are expected to get their own stores within the next three years.

Picture: Instagram / We Are EGG

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