Edgars
- Company typePrivate
- Founded1934
- HeadquartersJohannesburg, South Africa
- Headcount1,001–5,000
- GTM typeB2C
- OfferingServices
Edgars firmographics
Firmographics- Name
- Edgars
- Legal name
- Edgars
- Website
- https://edgars.co.za
- Company type
- Private
- Founded year
- 1934
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Ownership category
- akta.pro rank
Where Edgars is headquartered
LocationHeadquarters
- HQ city
- Johannesburg
- HQ country
- South Africa
- HQ region
- Africa
Offices1 record
Markets served
Edgars business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Retail Product Sales: Revenue generated from selling clothing, footwear, beauty products, accessories, and homeware through both online and physical retail channels. Products span women's fashion, men's fashion, kids' clothing, beauty/fragrances, and electronics (cellphones).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard delivery for orders under R750 |
| Unit Pricing | Pay-as-you-go | Free delivery for orders over R750 |
| Unit Pricing | Pay-as-you-go | Pargo Click & Collect |
| Unit Pricing | Pay-as-you-go | Online Returns |
| Freemium | Pay-as-you-go | Newsletter Signup Discount |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Edgars product offering
Product offeringCore offering
Edgars is a South African omnichannel fashion retailer that sells clothing, footwear, accessories, beauty products, homeware, and cellphones to individual consumers through a national network of physical stores and a Shopify-powered e-commerce website. The retailer complements its core fashion assortment with the Edgars Club loyalty programme, an Edgars Account Card store-credit product, and Edgars Insurance. Multi-brand assortments combine private-label lines (Kelso, Keedo) with international brands (DIOR, Puma, MAC, The Ordinary, Estée Lauder, Sol de Janeiro, Stone Harbour, Shelley).
Product overview
Edgars is a South African omnichannel fashion retailer offering a comprehensive fashion and lifestyle product portfolio. The offering consists of core fashion categories (Women, Men, Kids), Beauty (cosmetics and fragrances), and Cellphones. The portfolio includes private label brands (Kelso for women's and men's fashion, Keedo for children's clothing) alongside third-party brands (Puma, Guess, Levi's, Converse, Nike, DIOR, MAC, The Ordinary, Estée Lauder, Tom Ford). Edgars also offers loyalty membership through Edgars Club, online gift vouchers, store account cards, and insurance services. Products are available through physical retail stores and an e-commerce platform (edgars.co.za) with delivery options including standard courier and Pargo Click & Collect.
Differentiator
Problem solved
Functional benefit
Products and services
- Women's Fashion Retail offering of women's clothing, footwear, and accessories, featuring private-label brands such as Kelso alongside international brands (e.g., DIOR, Puma). Targeted at South African women shopping for everyday and occasion wear.
- Men's Fashion Retail offering of men's clothing, footwear, and accessories, including international brands such as Puma. Targeted at South African men shopping for everyday and occasion wear.
- Kids Fashion Retail offering of children's and baby clothing and footwear, including the Keedo kids' range. Targeted at parents and guardians shopping for their children.
- Beauty Retail offering of makeup, skincare, fragrance, and beauty accessories, featuring premium international brands such as DIOR, MAC, The Ordinary, Estée Lauder, and Sol de Janeiro. Targeted at South African beauty consumers seeking prestige cosmetics and skincare.
- Homeware Retail offering of homeware products for decorating, furnishing, or accessorising the home. Targeted at South African consumers shopping for household items.
- Cellphones Retail offering of cellphones and mobile devices, sold alongside apparel categories. Targeted at South African consumers purchasing mobile phones.
- Edgars Club Loyalty Programme Free three-tier loyalty programme (Club, Club Premiere, Club Black) that rewards repeat fashion, beauty, homeware, and cellphone purchases with member benefits and savings. Targeted at South African Edgars shoppers who want to earn loyalty rewards on their purchases.
- Edgars Account Card In-store credit / store card product that allows Edgars customers to purchase fashion, beauty, homeware, and cellphones on credit. Targeted at South African consumers who want access to store credit for their purchases at Edgars.
- Edgars Insurance Insurance product offered by Edgars to its customers, sold alongside the core retail assortment. Targeted at South African Edgars customers seeking cover associated with their purchases.
- Online Gift Vouchers Digital gift voucher that can be purchased online and redeemed at Edgars. Targeted at South African consumers seeking a gift for fashion, beauty, homeware, or cellphone purchases.
- Kelso (private-label fashion brand) Private-label fashion brand sold by Edgars across women's, men's, and kids' clothing, footwear, and accessories. Targeted at value-conscious South African shoppers seeking Edgars-owned label products.
- Keedo (private-label kids' fashion brand) Private-label kids' fashion brand sold by Edgars, offering clothing and accessories for babies and children. Targeted at South African parents and guardians shopping for children's apparel.
Quantifiable outcome
- 32,724 customer reviews on the platform demonstrating high customer engagement and purchase volume
Companies that use Edgars
Customer profileSegments7 records
Ideal customer profiles6 records
Edgars technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Edgars partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core, flagship and minor.
- PargocorePargo is a Click & Collect partner enabling Edgars customers to collect online orders from 2,500+ collection points across South Africa. Orders delivered to Pargo locations typically take 3-5 working days. Customers receive SMS and email notifications when orders are ready for collection.
- RetailabilityflagshipEdgars is operated under Retailability (retailability.co.za), a South African retail company. The copyright notice indicates Retailability as the operating company for the Edgars brand.
- SuperSport SchoolsminorPartnership with SuperSport Schools program, mentioned as part of Edgars' additional offerings beyond core fashion retail.
Scale indicators6 records
Recent moves6 records
Expansion highlights4 records
Edgars competitors and assessment
Company assessmentDirect peers
- Ackermans: Mass-market South African apparel and footwear retailer with extensive physical footprint. Comparable to Edgars in kids' and family fashion categories, particularly in value-tier segments of the same market.
- Superbalist: South African online fashion and beauty marketplace, now part of Takealot Group. Directly comparable to Edgars' digital offering in fashion and beauty, competing for the same online shopper in South Africa.
- Zando: South African online-first fashion retailer offering apparel, footwear, and beauty from international and local brands. Comparable to Edgars' online assortment and target customer, with a more focused digital channel.
- Foschini (TFG): The Foschini Group operates multiple South African fashion retail brands (Foschini, Markham, Sportscene, Jet, Totalsports). Comparable on apparel category coverage, loyalty program operation, and physical store footprint in the same market.
- Truworths: Leading South African fashion retailer listed on the JSE, operating apparel and footwear stores across multiple brands. Directly comparable to Edgars in target customer, category mix (women's, men's, kids' fashion), and omnichannel model in the same domestic market.
- Mr Price: JSE-listed value-fashion retailer with apparel, footwear, and homeware across Mr Price, Mr Price Sport, and Miladys. Closely comparable to Edgars on category, customer base, and omnichannel execution in South Africa.
- PEP: Largest single-brand apparel retailer in Africa, also owned by Pepkor. Competitive to Edgars' value-end fashion assortment and physical store density across South Africa.
- Woolworths South Africa: Premium South African retailer offering fashion, beauty, and home categories alongside food. Comparable to Edgars in the higher-end fashion and beauty segment, including shared cosmopolitan brand vendors and customer demographic.
Broad incumbents
- Takealot: Largest South African e-commerce platform, offering fashion, beauty, electronics, and homeware. Comparable to Edgars as a competing consumer destination across multiple categories, though with a marketplace rather than inventory-led model.
Emerging players
- Clicks: South African health and beauty retailer with growing prestige beauty and fragrance offering. Comparable to Edgars' beauty/fragrance category through shared brand vendors (Estée Lauder, MAC) and South African customer overlap.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Edgars social profiles
Digital presenceEdgars financial estimates
Financial estimateRevenue estimate
Valuation estimate
Edgars leadership team
Management profileNumber of profiles
Edgars subsidiaries and ownership
Company hierarchySubsidiaries1 record
Edgars funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Edgars M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Edgars
What does Edgars do?
Edgars is a South African omnichannel fashion retailer that sells clothing, footwear, accessories, beauty products, homeware, and cellphones to individual consumers through a national network of physical stores and a Shopify-powered e-commerce website. The retailer complements its core fashion assortment with the Edgars Club loyalty programme, an Edgars Account Card store-credit product, and Edgars Insurance. Multi-brand assortments combine private-label lines (Kelso, Keedo) with international brands (DIOR, Puma, MAC, The Ordinary, Estée Lauder, Sol de Janeiro, Stone Harbour, Shelley).
Is Edgars a public or private company?
Edgars is a private company. It is classified as corporate owned and is currently operating.
When was Edgars founded?
Edgars was founded in 1934. It employs 1,001 to 5,000 people.
Where is Edgars based?
Edgars is headquartered in Johannesburg, South Africa, in the Africa region.
How does Edgars make money?
One revenue line is on record: retail Product Sales.
Who are Edgars's main competitors?
Direct peers on record are Ackermans, Superbalist, Zando, Foschini (TFG), Truworths, Mr Price, PEP and Woolworths South Africa. Takealot is listed as a broad incumbent. Clicks is listed as an emerging player.
Does Edgars have an API?
No public API is recorded for Edgars.