After more than 120 years serving Cradock and surrounding communities, Eastern Cape retailer Adami’s is entering a new phase of growth through a partnership with Powertrade, combining its longstanding local presence with a more modern wholesale and hybrid retail model.
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Founded in 1904 by R. Adami, the family business has operated across four generations, becoming part of the commercial fabric of Cradock (Nxuba) and the surrounding region.
The partnership with Powertrade, the wholesale and hybrid retail format developed by Unitrade Management Services (UMS), is intended to strengthen Adami’s proposition for consumers, independent retailers, traders and local businesses.
The collaboration brings increased buying power and operational efficiencies to the business, alongside a broader product assortment, competitive pricing and enhanced promotional opportunities.
For Adami’s, the move represents an evolution rather than a departure from its roots.
“This partnership marks an exciting new chapter for our business and our customers,” says Chris Adami, owner of Adami’s. “By joining forces with Powertrade, we are strengthening our ability to deliver value, consistency and growth opportunities for the retailers and communities we serve.”
Modernising a community retail model
The partnership comes as independent and wholesale retailers face increasing pressure to offer competitive pricing, reliable product availability and compelling promotions.
Through the Powertrade network, Adami’s customers are set to benefit from improved product availability and supply consistency, stronger category offerings, enhanced buying power and a refreshed retail and wholesale experience.
The model is particularly relevant to the independent retail economy, where wholesalers play an important role in connecting suppliers and FMCG brands with smaller retailers and traders.
For suppliers, the partnership also creates additional opportunities to participate in promotions and reach customers across the region.
Jad Pereira, CEO of Unitrade Management Services, says Adami’s established relationships make it a strong addition to the Powertrade network.
“We are proud to welcome Adami’s into the Powertrade network. Their strong heritage and customer relationships make them an ideal partner as we continue to expand our footprint and enhance our wholesale offering across South Africa,” says Pereira.
Vivienne Rovelli, the late Peter Michael Adami and Chris Adami. Image supplied
Retail growth rooted in the community
While the Powertrade partnership introduces a more scalable commercial model, Adami’s says its community focus remains central to the business.
The company has supported local initiatives and sports development programmes and has invested in skills development through learnership opportunities in partnership with SETA organisations.
Its reach extends beyond Cradock into surrounding towns, giving the business an established network through which the benefits of the new wholesale model can potentially be extended.
The partnership illustrates how an established independent retailer can modernise its proposition without losing the local relationships that underpin its brand.
For Adami’s, the immediate focus is on improving value, availability and competitiveness. For Powertrade, the partnership strengthens its presence in the Eastern Cape and demonstrates the potential to bring independent businesses into a broader wholesale network while retaining their local identity.
More than a century after its founding, Adami’s is therefore entering its next chapter with a model designed to connect heritage with buying power, community relationships with modern retail capabilities, and local enterprise with broader growth opportunities.
Phakama & Win adds consumer focus
To celebrate the relaunch, Adami’s has launched the Phakama & Win Campaign, a consumer promotion running from 31 August to 7 November 2026.
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The campaign offers shoppers the opportunity to win a combined R100,000 in shopping vouchers, including three major prizes valued at R50,000, R30,000 and R20,000, alongside 10 weekly shopping vouchers worth R2,000 each.
Customers can enter by purchasing any five participating products during the promotional period.
Beyond rewarding shoppers, the promotion provides participating FMCG brands with an opportunity to increase visibility and shopper engagement in-store, while reinforcing Adami’s repositioning around value and customer experience.
