Proudly South African and Edcon celebrate our heritage through fashion. On Wednesday 20 September, just a few days before South Africa celebrates Heritage Day, Edcon and Proudly South African will take the next step in their journey to create awareness about their partnership and highlight the benefits of the buy local campaign in the fashion industry. The two organizations will hold a spectacular fashion show celebrating our heritage through the medium of fashion at Shine Studios in Braamfontein from 18h30 onwards.


Proudly South African conceived of the event as part of a series during Heritage Month, each one of which was designed to showcase a uniquely South African sector and how it has the capacity to make a significant impact on the local economy through job creation. As the only Proudly South African member company in the fashion retail sector, Edcon took up the project and will be using it to launch its new Spring Summer in-house collections, as well as to profile the ranges created by the Design Innovation Challenge young designers.


Celebrated local fashion icon David Tlale will open and close the show with his new lines, commissioned by Edgars. Tlale’s fashion range will be available in select Edgars stores from November 2017. The Edcon Design Innovation Challenge interns’ collections showcased will also be available in selected Edgars stores where the merchandise including; Mall of Africa, Sandton City, Mall of the North, Gateway Mall, Century City, Menlyn,


Said Bernie Brookes, CEO of Edcon:” Our partnership with Proudly South African is significant in helping us achieve our goal of increasing our sourcing of locally manufactured merchandise. Edcon has committed itself to playing its role in helping grow jobs in the sector. “We also have an initiative aimed at harnessing the talents of our youth through the Edcon Innovation Design Challenge”, added Brookes.


Proudly South African CEO, Eustace Mashimbye said, ‘The upcoming fashion show and launch of new ranges that will soon be available in Edcon's Edgars and Jet stores is part of their commitment and our joint effort to create more local content for South African consumers. Already, in a short space of 3 years, Edcon has increased the number of locally manufactured lines from 18% t taking it to over 50% and including lines from their Design Innovation Challenge and introducing a high-end designer such as David Tlale is truly exciting for us. We can push the Buy Local to Create Jobs message in the knowledge that retailers such as Edcon are rising to the challenge of meeting demand for local products with Proudly South African supply.’

The textile and clothing manufacture industries have had a shift over the past few years and from an industry in danger of extinction have re invented themselves in the face of challenges from cheap imports and the introduction into the market of international chains.  The change in Edcon’s sourcing policy is having a ripple down effect through the entire value chain from designers and manufacturers, which impacts on many other associated businesses such as transportation, creating many jobs. Consumer support for locally designed and manufactured clothing and accessories is critical in Edcon and Proudly South African’s joint quest to further resurrect what was once an ailing sector but which now is showing strong and meaningful growth.


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About Edcon

The Edcon Group is southern Africa’s largest non-food retailer. We have been in operation for more than 80 years and have expanded our footprint to 1,343 stores as at 25 March 2017, including 187 stores in eight countries outside of South Africa. During the current financial period, we operated our business under three principal operating divisions comprising nine key store chains as well as mono-branded stores throughout southern Africa. Our Legit store chains with the exception of those operating in Botswana were sold effective 29 January 2017 and the Edgars Shoe Gallery store chains closed during the 2017 financial year.

  • Our Edgars Division, is targeted at middle-to-upper-income customers and includes the Edgars store chains, and accounted for 40.1% of total retail sales in the 52-week period ended 25 March 2017. We had 212 stores in our Edgars Division and an average retail space of 728 thousand square meters for the financial year 2017.
  • Our Discount Division, which consists of discount stores selling value merchandise targeted at lower- to middle-income customers, includes store chains Jet and Jet Mart, and accounted for 35.3% of total retail sales in the 52-week period ended 25 March 2017. We had 515 stores in this division and an average retail space of 582 thousand square meters for the financial year 2017.
  • Our Specialty Division, which consists of specialty stores selling value merchandise targeted at middle to upper-income customers, includes store chains CNA, Edgars Active, Edgars Shoe Gallery, Boardmans Legit, and Red Square as well as our mono-branded stores, and accounted for 21.8% of total retail sales in the 52-week period ended 25 March 2017. We had 565 stores in our Specialty Division and an average retail space of 253 thousand square meters for the financial year 2017.
  • Our business in Zimbabwe is independently managed and reported. It accounted for 2.8% of total retail sales reported in the 52-week period ended 25 March 2017. As at 25 March 2017, our business in Zimbabwe we reported 51 stores and an average retail space of 40 thousand square meters for the 52-week period.