Edgars Melrose Arch launch marks 80th anniversary

Artist's impression.click to enlarge

The new store, which will open to the public this Friday, is a trading area of 6 300m² of floor space, supported by 700m² office space, Hugues Witvoet, Edcon chief executive of department stores division, told the media in an exclusive press preview late afternoon before the premiere.

Investment

The store, an investment which required substantial demolition and reconstruction work, employs 106 people - 20% of whom are men and the rest women, Witvoet added.

Edgars, an Edcon Group flagship brand which opened its doors in 1929 in a basement shop in the Johannesburg city centre (Joubert Street), has stood the test of time to become one of the major role players in the industry, having increased the number of its department stores to over 150 nationwide.

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The new Melrose Arch concept store, located at the corner of High Street and Crescent Drive (main entrance), bears testimony to a set of ongoing springboard innovations introduced by Edgars to consolidate its brand and make it interact directly with its growing number of loyal customers.

The store has 800m² of space reserved for the cosmetic section, where all the international brands, such as Dolce & Gabbana, Lancome, Esteé Lauder, Orlane, Givenchy, Chanel, Tom Ford, Giorgio Armani and many more, are waiting for eager customers.

There is also a makeup section, spacious fitting rooms with mirrors and relaxing couches, a skin, hair and facial care section, and a children space complete with Disney and Barbie features.

“Nurturing our brand”

“It is all about continuing nurturing our brand and make it speak directly to our customers,” Witvoet pointed out.

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Edcon CEO Steve Ross said, “Edgars contributes over half the sales and profit of Edcon, but that is only the tip of the embedded value of a name known to all South Africans, a name synonymous with fashion, value, brands and service. It is the iconic department store brand of this country.

“Change is the cornerstone of progress,” he said, adding that over the last 80 years Edgars has evolved to suit the needs of its valued clientele.

“Melrose Arch is our newest vision of the future for retail trade in SA. It is a store that completely reflects the growing international and cosmopolitan tastes of our customers. It will undoubtedly create a new benchmark in SA, growing our reputation as the leading retailer.

Designer Evan Wannerton

“The challenge of designing the store to redefine was presented to esteemed Capetonian interior designer Evan Wannerton.

“Emphasis has been placed on departmental relationships to facilitate a seamless discovery of related products.”

Ross also said that the most impressive feature of the store, apart from volume, in the designer's eyes is “the strategic placement of specialty product offerings as well-articulated ‘department heroes', which create an exciting retail journey through cosmetics, denim world, shoes, lingerie, cellular and high tech.

For more:

• Download pdf on Exclusives at Edgars Melrose Arch (about 4.5MB)
  
• Download pdf on house brands at Edgars Melrose Arch (almost 6MB)