Up and coming retail group, Retailability, says the online launch of one of South Africa’s most revered and much-missed brands, Boardmans is not only timely but will fill a gap for value conscious consumers looking for that special touch in home décor.

South Africa’s familiar kitchen and home brand, Boardmans, is set for re-launch as an online exclusive store for discerning consumers looking for on-trend, value-for-money purchases delivered door-to-door.

Considered as South Africa’s first chain of home stores, the Boardmans brand was born in 1982 when Tom Boardman – a financial manager employed by Anglo-American Properties –developed the mass market home goods outlet geared specifically for high-end and discerning consumers.

The brand’s key focus was to provide “high-quality and contemporary household goods at affordable prices”. Between 1985 and 1988 Boardmans enjoyed exponential growth while cementing its place in the minds of South African consumers who were looking for beautifully styled, value-for-money, quality homeware.

Boardmans is now housed in the Retailability stable under the guidance of CEO, Norman Drieselmann who says the online launch of the brand this week would provide the group with an opportunity to diversify its retail format offering. “Edcon owned the brand, and it formed part of the Edgars acquisition” explains Drieselmann, “this is a brand that resonates with many customers in SA and deserves a relaunch.”

Retailability is a Durban-headquartered retailer group which includes noted South African brands such as Edgars, Legit, Beaver Canoe, Style and Keedo in its stable. The group boasts 600 stores in Southern Africa including countries Namibia, Botswana, Eswatini and Lesotho.

“We are thrilled to launch Boardmans online, as we are able create strong retail moments through a highly curated range,” comments Drieselmann, “Our plan in the medium term is to build on the early online successes before we look to launch our brick-and-mortar experience at the appropriate time,” he added.

When asked about launching a brand in the current economic climate Drieselmann said: “There is always opportunity for those who choose to look for it. We are proud and excited to bring a strong Boardmans home offering that we believe will fill a gap in an under-served market while allowing Retailability to diversify its retail format offering.,” The SA consumer is a discerning shopper who values quality products and dignified after sales service. By staying fixated on both the customer and product we are well placed to react to trends to better serve customers. Speed and flexibility is what we ingrained into Retailability and this model has set us in good stead when either launching new businesses or saving others. added Drieselmann.

“The future of retail, in our view remains, a blend of both online and brick & mortar, Boardmans is a strong brand that can stand its ground in both environments.”