Kitchen and homeware retailer Yuppiechef celebrated the opening of two new stores in Johannesburg, on the same day. The six-time winner of the South African eCommerce awards and relative newcomer to the world of physical retail, Yuppiechef opened its doors in both Sandton City and Mall of Africa on Friday, 28th June 2019.
Yuppiechef CEO, Andrew Smith, says that the two Johannesburg stores represent a new era for the award-winning brand. “Since the launch of our first physical store two years ago, and with four Cape Town branches now thriving, we’ve always had Joburg customers asking us when their turn was coming, and now we’ve opened two at once. We’ve found the right locations in two world-class centres, in Sandton City and Mall of Africa, and we’re thrilled to finally see our brand brought to life in Gauteng.”
Yuppiechef has pioneered the concept of omnichannel retail in South Africa and Smith says that the vision for Yuppiechef in Johannesburg is no different. “We’re hoping that our customers in Gauteng will see us as Yuppiechef – not an online store, or a shop they pass in their local mall – but rather a single retail brand that they can choose to interact with on their terms, wherever and whenever they feel like it.”
The two new Yuppiechef stores will carry a selection of the products available on yuppiechef.com, but should an item not be available in the store, customers can order it while visiting the store and have it delivered to their preferred address. “Through the combination of our online and physical stores our customers have access to a much broader range, bigger than any single store offering,” says Smith.
The Johannesburg stores will follow the design principles of the other four Yuppiechef stores with an industrial feel and premium features including the iconic wooden panelling and engineered quartz countertops. The stores boast a “no queue” point-of-sale system which means that customers can pay for their basket of items at any position in the store, aided by a store assistant.
Smith says he’s excited about the possibilities that the new stores present for Yuppiechef, “We want to reach as many people as we can, because ultimately, our belief is that quality kitchen tools and ingredients can change the way you feel about being in the kitchen and help you be a better cook – and that’s in our DNA across all of our channels.”
Yuppiechef was founded in 2006 by two good friends and only 32 products in a lounge in Plumstead, Cape Town. More than a decade later, our simple goal remains: To offer you the best kitchen and home products—and to be the very best at doing it. Yuppiechef emerged out of co-founder Shane Dryden’s love for cooking and cool kitchen tools.
Yuppiechef is South Africa’s premier kitchen and homeware store, stocking 700 of the world’s leading brands. From knives, cookware and appliances, to soft furnishings, craft beer and the finest food ingredients; we’ve tried, tested and sourced the best quality products we can find, for you: people who really care about cooking, entertaining and hosting at home.