Edgars Home Launch

Edgars recently re-launched its Homeware range, now called Edgars Home, at a very exclusive and innovative experience at a beautiful show house in the upmarket suburb of River Club, in Johannesburg.

Invited guests, including media and Edgars Home suppliers, were able to walk through the house, which was entirely decorated with Edgars products and in particular, their new and luxurious Hotel Collection as well as the fashionable Private Collection. I was very impressed!

Seeing all their homeware products on display made me feel like I was walking through one of the very popular home décor or home improvement television show locations. This left me feeling very inspired, with many new ideas of how I can implement the looks back at my own home, and quite a few more for my vision board!

The Edgars show house in River Club.

Edgars CE Mike Elliott said, ”Edgars Home has been created for the South African consumer. After all, we’re all decorators and lifestyle enthusiasts who love our homes and love sharing experiences with friends and family in a space that expresses who we are. The Edgars Home range of products is beautifully curated and sourced just for you.

Patio area

The re-launch of its Homeware products will be rolled-out with a refreshed look and feel in the Edgars network as both stand-alone and shop-in-shop formats. The first Edgars Home store launched on the 26th of October 2018. By early November, there will be seven new format stores launched in Sandton City Shopping Centre, Menlyn Park Shopping Centre, Clearwater Mall, Canal Walk Shopping Centre, East Rand Mall, Eastgate Shopping Centre and La Lucia Mall, where the first ever Edgars Home new concept store will be opening on the 9th of November 2018. 

Pool area

Mike Elliott also mentioned that their Hotel Collection and Private Collection was competitively priced to compete with similar brands. He added, ”We also recognise that the South African consumer is under increasing pressure and we strive to offer them fantastic everyday value in price, quality, and fashion, and to delight them with exciting promotions on the products that they love.”

Lounge

 

Kitchen (of my dreams!)

For the bedroom, there are stunning ranges of duvet covers, linen, and bedding. There are accessories, bath mats and luxuriously soft towels for the bathroom. The living room section offers everything from curtains and lighting to scatter cushions and ornaments. The dining room selection includes dinnerware, drinkware, serveware and table linen. 

Bedroom 1

 

Bedroom 2

 

Study or Home Office

Elliott says, “Our core purpose remains the same: to provide self-expression for all South Africans for all occasions. This has been interpreted through all aspects of our refreshed home strategy resulting in an entirely different shopping experience. Our new generation home offering will be an exciting addition to the Edgars destination.”

Main bedroom

 

Kitchenware

 

Kitchenware

With the Edgars brand enhancing its offerings in Fashion, Home and Beauty, all stores are currently receiving the extended product offering. Continuous evaluation of its store portfolio will ensure the roll-out of the new in-store design into its store network over time, as dictated by customer demand. Edgars is also in the process of a new look and logo facelift, which would complement the new store layouts and the roll-out of its next-generation stores.

Have a look at the new range of Edgars Home products here.

 

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