Research in the US and Europe reveals that discount variety retailing is fast becoming the model that could supplant many of the traditional household department stores. Aiming to lead this emerging retail culture, Crazy Store's new industrial and contemporarily austere shop design reflects what people all over the world now expect to see in-store and is in line with the growing international trend and consumer franchise for discount variety retailing. Crazy Store managing director, Jon Els adds: "The new logo retains the original values but has a cleaner, more streamlined and contemporary look in order to complement the new in-store imagery.
Justifiably optimistic about the future, The Crazy Store - which is the fastest growing retail chain in South Africa - has also pledged that it will double its turnover by the end of 2003. The current refurbishment programme also complements the chain's recent announcement of its aggressive store expansion plan to have a 100-strong chain by the end of 2003; twelve new stores are scheduled to open within the next three months alone.
It is based on the concept that you never know what you might find at a Crazy Store - at ridiculously low prices.
In spite of the current growth and success, Jon Els is keen to emphasize: "Our pricing is still the most competitive; our product range is the most inventive and our retail ethos hasn't altered at all. Our signs in-store say it all ... INcredible merchandise at OUTrageously low prices.
"We believe that it's important to ensure that the look of The Crazy Store reflects what people expect from us ... a fun, clean and surprising shopping environment ... and one that they feel comfortable and excited about entering".
