Renowned entrepreneur duo, the founder of Young Designers Emporium, Paul Simon, and founder of Fabiani, Arie Fabian in collaboration with Old Mutual have launched a new omnichannel brand that aims to support local and small scale SME’s.
EGG is a new retail and eCommerce platform that aims to support local and emerging SMMEs
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Titled EGG, based on the characteristics of hatching and nurturing, the new platform aims to empower locals and international visitors to support local SME’s in an array of sectors; from food, beauty, fashion, health, and more.
Sakina Nosarka, Head of Retail at Old Mutual Property explains that the launch of EGG is a pivot towards the new direction of retail and eCommerce in South Africa.
“The 50-50 join venture will provide a new vision of the future as retail pivots towards a more resilient and sustainable future.”
With the first store of EGG launching in Cavendish, Cape Town on 1 December 2020, the conception of the platform and concept originated from insights gathered on the behaviour of Gen-Z and Millenial purchasing trends.
The tech side
In a full 360 approach, EGG has adopted the use of omnichannel access for local brands sold on its platform. This means that SMMEs are provided two-points of sale, both as an in-store experience and on the EGG interactive app.
Simon explains that the ‘new method’ of shopping is opening doors for local SMMEs and entrepreneurs to access new markets.
“Uniting omnichannel 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 consumers that is seeking an all-inclusive entertainment, locally sourced, learning and lifestyle fulfilment experience from a trip to the mall,” says Simon.
Available on both Android and iOs, the EGG app acts as an eCommerce platform but also facilitates an interactive experience when shoppers head in-store, offering free WiFi, access to free water, and prompt in-store assistance with a click of a button. The app aims to revolutionise the way patrons shop.
“This partnership will allow vendors without any previous retail experience to gain fully supported access to quality omnichannel retail space in the heart of South Africa’s prime shopping precinct,” adds Nosarka.
Supporting SMMEs
SMMEs will be able to sell their products both in-store and on the eCommerce platform. The EGG will solely manage the eCommerce platform for each vendor, providing a much-needed service to local SMMEs hosted.
Vendors of EGG will receive business support, live sales and stock tracking, merchandise management inclusive of storage, replenishment, and visual merchandising. The full package of services offered by EGG allows SMMEs to manage their stores remotely.
“Bringing SMME brands into quality physical retail spaces where they can interact with established brands in a virtually enhanced omnichannel environment is not only “a first for South Africa — and possibly Africa at large — but represents a significant global evolution,” concludes Simon.
Currently, open in Cavendish, Cape Town, EGG plans to open at the Zone @ Rosebank and Bedford Centres in Johannesburg along with Gateway Mall in Durban.
The Cavendish store is home to 240 emerging local brands such as Swiitch Beauty, Tshepo Jeans, Fuata Moyo, and Scheckters Raw.
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Featured image: EGG (Supplied)
