Edgars is expanding its footprint to new and emerging segments

Edgars, which commands a 28% share of the total beauty market and a dominant 43% of the premium beauty segment, is expanding its footprint into new and emerging segments, including the launch of Rabanne and the rapidly growing K-Beauty market, which will see launches rolled out across flagship stores this year and into 2026.

Edgars Beauty’s retail presence now spans 108 Edgars stores, 11 partnered standalone sites and nine dedicated Edgars Beauty boutiques. Flagship locations including Sandton City, Gateway and Canal Walk have undergone full revamps, while Menlyn and two other top-tier stores are next in line for 2026. Each store includes an immersive experience of fragrance profiling, skin analysis and tailored makeup tutorials with a curated product selection that reflects global beauty trends

 The retailer’s repositioning under Retailability, who have revitalised the brand’s relevance and have also redefined how South Africans experience luxury and mass beauty in a single, accessible space.  Edgars Sandton is now the home of the largest beauty brand footprint in Africa.

Norman Drieselmann, the CEO of Retailability, said the beauty division is central to the strategy of building strong, category-led emporiums that cater to evolving customer lifestyles.

“We’ve invested significantly in enhancing the customer experience, both in-store and online, with the goal of creating South Africa’s most comprehensive and inclusive beauty destination,” said Drieselmann.

Drieselmann said core to the firm's strategy is the customer service and instore master class experiences.  Each customer can get a tailored experience from our best-in-class consultants that have all passed the Edgars Beauty Academy.

This investment is paying off. Across the beauty categories, sales value growth has been exceptional, positioning Edgars as the country’s leading beauty retailer in both volume and value.

The company attributes much of this to its dynamic portfolio, which includes premium names such as Burberry, Dior, MAC, Tom Ford, Dolce & Gabanna, Jo Malone, Bvlgari, Narciso Rodriguez, Estee Lauder, La Mer and Bobbi Brown and some emerging trend-driven collections that appeal to younger consumers.

Beyond product, Edgars Beauty has differentiated itself through experience-driven marketing. One standout example is The Ultimate Girl Dinner, an influencer-led campaign which saw South Africa’s top beauty content creators hosted for a night of beauty, indulgence and connection. The event generated more than 1.4 million in reach, 130 000 engagements and an estimated $540 000 (R9.2 million)  in earned media value, positioning Edgars Beauty as both aspirational and accessible.

“The Ultimate Girl Dinner campaign showed us the power of blending physical experiences with digital amplification,” said Drieselmann. “It created authentic advocacy for our brand and for the prestige beauty houses we represent.”

Edgars said its digital presence has evolved into a critical growth engine. Its online store now attracts 1.2 million monthly visits and processes over 20 000 orders per month, supported by flexible “buy now, pay later” options such as Payflex and Mobicred. The e-commerce platform has successfully onboarded global leaders including Armani Beauty, Sol de Janeiro and Maison Margiela, driving visibility and engagement while strengthening Edgars’ position as a multi-channel retailer.

The loyalty programme, ThankU, remains a foundation of this strategy, linking 70% of beauty sales directly to loyal customers and providing valuable insights into shopping behaviour. With 1.7 million active customer records, the programme ensures that strategies remain responsive to consumer trends and preferences.

BUSINESS REPORT