@home - The homeware store

What @home - The homeware store does

@home - The homeware store is a South African specialty retailer of furniture, appliances, kitchenware, bedding, and home decor, operating as a branded storefront within The Foschini Group (TFG) retail ecosystem. The business serves South African homeowners, renters, and gift buyers through an omnichannel model combining a VTEX-powered e-commerce storefront on bash.com, a dedicated Bash mobile app for iOS and Android, and physical retail stores across South Africa. The product offering is organized into six categories — Furniture, Appliances & Tech, Kitchen & Dining, Bedroom & Bathroom, Decor, and Garden & Outdoor — spanning price points from approximately R111 for entry-level decor to R22,500 for premium furniture. The assortment combines @home-owned house brands (Granny Goose, Grace Collection, Guesthouse Collection, Everynight, Cellar) with licensed premium international labels such as Sage, Cuisine::pro, Le Creuset, Dyson, and Nespresso.

The underlying commerce infrastructure is built on the VTEX platform, integrated with TFG's broader retail systems including TFG Money account payments, in-store pickup, and the bash.com multi-storefront marketplace. Pricing follows a unit-pricing model with frequent promotional campaigns (up to 70% off) and a Buy Now Pay Later layer through PayJustNow, enabling three interest-free installments that materially expand the accessible customer base for larger-ticket purchases. Marketing is executed across Instagram, Facebook, TikTok, Pinterest, YouTube, email, and organic search, with social content positioned around styling inspiration and home decor.

@home operates as a brand-and-channel within TFG rather than as an independent corporate entity; it does not have standalone funding, a public ticker, or separately disclosed financials. With approximately 90 employees and a South Africa-only footprint, the business functions as a category-vertical extension of TFG's larger multi-brand retail platform, leveraging group-level distribution, logistics, and customer relationship infrastructure that would not be economically replicable by an independent operator.

Name

@home - The homeware store

Legal name

@home

Website

https://home.co.za

Company type

Private

Operating status

Operating

Headcount range

51–100 employees

Short description

@home is a South African homeware specialty retailer operating as a brand within The Foschini Group, selling furniture, appliances, kitchenware, bedding, and decor through bash.com, a mobile app, and physical retail stores across South Africa.

Ownership category

akta.pro rank

Product category

Homeware Retail

NAICS

Furniture, Home Furnishings, Electronics, and Appliance Retailers (449), Furniture and Home Furnishings Retailers (4491)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

Home Office Furniture Retail (Desks, Office Chairs, Bookcases, Filing/Storage) (CRAIAAAD)

Keywords

• Homeware retail
• Furniture sales
• Kitchen appliances
• Home decor
• Bedding products

Headquarters

HQ city

South Africa

HQ country

South Africa

HQ region

Africa

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Retail Product Sales: Direct retail revenue from selling homeware products including furniture, appliances, kitchen & dining, bed & bath, and decor items to consumers through e-commerce and physical stores. Revenue generated through product margin on private label (@home brand) and branded merchandise from supplier partners.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

@home is a South African homeware retailer that sells furniture, kitchen and household appliances, kitchenware and dining products, bedroom and bathroom textiles, home decor, and garden/outdoor merchandise through its dedicated storefront on the Bash e-commerce platform (bash.com/homewarestore) and a network of physical retail stores. The assortment combines an owned @home house-brand portfolio (Granny Goose, Grace Collection, Guesthouse, Everynight, Cellar) with curated premium licensed brands (Sage, Cuisine::pro, Bugatti, Brabantia, Greenpan, Le Creuset, Dyson, Nespresso, Smeg) and is integrated with TFG Money accounts and PayJustNow installment payments.

Product overview

@home - The homeware store is a South African homeware retailer operating as a brand on the Bash e-commerce platform (part of The Foschini Group). The offering is a multi-brand retail platform organized into two main pillars: an owned @home brand portfolio (including @home, Granny Goose, Grace Collection, Guesthouse Collection, Everynight, and Cellar) that spans furniture, bedding, kitchenware, and decor; and a curated selection of licensed premium brands (Sage, Cuisine::pro, Bugatti, Brabantia, Greenpan, Le Creuset, Dyson, Nespresso, and Smeg) that provide professional-grade appliances and cookware. The @home brand itself serves as the primary house brand offering the broadest range across all home categories, while sub-brands focus on specific segments like bedding (Granny Goose, Everynight), kitchen and dining (Grace Collection), and bedroom/bathroom (Guesthouse). Products are organized into main categories: Furniture (couches, beds, tables, chairs, office), Appliances & Tech (air fryers, coffee machines, vacuums), Kitchen & Dining (cookware, cutlery, crockery), Bedroom & Bathroom (bedding, towels), Decor (vases, candles, lighting), and Garden & Outdoor (braais, planters, outdoor furniture).

Differentiator

Problem solved

Functional benefit

Products and services

• Furniture Couches, chairs, dining tables, beds, mattresses, headboards, office furniture, and outdoor furniture sold to South African consumers for home use.
• Appliances & Tech Kitchen and household appliances including air fryers, coffee machines, kettles, toasters, blenders, microwaves, vacuum cleaners, air purifiers, and heaters for home use.
• Kitchen & Dining Cookware, utensils, cutlery, crockery, glassware, bar accessories, bakeware, and table linens for cooking and home entertaining.
• Bedroom & Bathroom Bedding including duvet covers, pillows, sheets, and blankets, plus towels, bath mats, and bathroom accessories.
• Decor Home decor items including vases, candles, wall art, mirrors, cushions, rugs, lighting, and home fragrance products.
• Garden & Outdoor Outdoor furniture, braais, planters, beach towels, and garden accessories for outdoor living spaces.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

24 partnerships are on record, tiered core and minor.

• Granny GoosecoreOthersExclusive supplier partnership for premium bedding, pillows, and bedroom essentials. @home features Granny Goose as a top brand and exclusive partner for Egyptian cotton and bedding ranges.
• Cuisine::procoreOthersCookware and kitchen appliance brand offering professional-grade cookware, knives, and cooking accessories exclusively available at @home. Features Cookshop by Cuisine::pro and Custom Chef branded collections.
• SagecoreOthersPremium kitchen appliance brand (blenders, food processors) offered as an exclusive brand partnership at @home.
• BugattiminorOthersItalian kitchenware brand for premium cookware and accessories sold through @home.
• BrabantiaminorOthersDutch household products brand for bins, ironing boards, and kitchen organization sold at @home.
• GreenpanminorOthersHealthy ceramic cookware brand featuring Padova and other lines sold at @home with promotional pricing.
• DysonminorOthersPremium home technology brand offering vacuum cleaners and air purifiers available through @home.
• Le CreusetminorOthersFrench premium cookware brand known for colorful enameled cast iron products available at @home.
• NespressominorOthersCoffee machine and capsule brand with promotions including up to R4000 off Nespresso products at @home.
• Grace CollectioncoreOthersExclusive homeware brand under @home offering curated tableware and home accessories.
• Guesthouse CollectioncoreOthersExclusive @home brand offering sophisticated homeware and tableware collection.
• EverynightminorOthersBedding and bedroom essentials brand available at @home.
• Sur La TableminorOthersPremium cookware and kitchen accessories brand offered at @home.
• Robert WelchminorOthersBritish cutlery and kitchenware brand available through @home.
• CellarminorOthersWine accessories and cellar products brand sold at @home.
• BialettiminorOthersItalian coffee maker brand (Moka Express) newly available at @home.
• PeugeotminorOthersFrench pepper mills and kitchen tools brand newly launched at @home.
• Simply StoredminorOthersKitchen storage solutions brand offering canisters, containers, and organization products at @home.
• PayJustNowcoreGTM or Marketing PartnerBuy Now Pay Later payment provider integrated into bash.com enabling customers to pay in 3 interest-free installments. Promoted as a key platform feature for @home shopping.
• UnfoldminorOthersSouth African furniture brand offering modular couches and compressed furniture solutions sold at @home.
• HadenminorOthersKitchen appliances brand offering air fryers and small appliances available at @home.
• BeastminorOthersPremium kitchen appliance brand newly featured at @home.
• DNAminorOthersHome decor brand offering candles and fragrance products available at @home.
• Cote NoireminorOthersLuxury home fragrance brand offering candles and diffusers sold at @home.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Takealot: South Africa's largest general e-commerce marketplace; competes broadly with @home across homeware, furniture, and appliances via third-party sellers and large-scale logistics.
• Crate & Barrel: International mid-to-premium home furnishings retailer with overlapping kitchen, dining, and decor categories; relevant comparable for @home's premium-leaning assortment strategy.
• Game (Massmart): South African general merchandise retailer with significant homeware, appliances, and furniture assortment; competes with @home on price-driven home and appliance categories.
• Wayfair: Global online home furnishings and furniture mega-retailer; comparable as a large-scale, broad-assortment, digital-first home retailer competing on selection and convenience.
• Williams Sonoma: Global premium homeware and kitchen retailer; comparable in assortment philosophy (exclusive cookware, kitchen tech, premium home) and overlapping brand partnerships (Le Creuset, etc.).

Direct peers

• Coricraft: South African specialty furniture retailer offering lounge, dining, bedroom, and home office furniture; competes most directly with @home's furniture category in the same geography.
• Home Etc: South African multi-category homeware retailer offering furniture, kitchen, and decor; closely competes with @home in mid-market home furnishings across South Africa.
• Mr Price Home: South African value homeware and furniture retailer competing directly with @home across furniture, bedding, kitchenware, and decor, with overlapping omnichannel and discount-driven positioning.
• Sheet Street: South African homeware specialist focused on bedding, linen, towels, and home accessories; overlaps with @home's bedroom/bathroom and Grace Collection/Guesthouse assortment.
• Yuppiechef: South African online-first kitchen, dining, and home retailer; directly overlaps with @home's kitchenware, cookware, and small appliance categories (Sage, Le Creuset, etc.).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCA9vnsix9M6OnMK9UuQKt3g
• Facebookfacebook.com/homewarestore
• Instagraminstagram.com/homewarestore
• TikToktiktok.com/@homewarestoresa
• Pinterestza.pinterest.com/homewarestore
• LinkedInlinkedin.com/company/homewarestore

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about @home - The homeware store