Boardmans opens exclusive concept store

New Zhoozsh range

Image: Simone Puterman

The interior design of the store is modern and sophisticated, with a homely and personal ambience. This delicate balance has been achieved through the intelligent use of natural light, open spaces and organic finishes. The concept store is the first Boardmans exclusive in South Africa (more are expected to follow in due course) and comprises 450 square metres of "the very best of Boardmans" says Chris Swart, Edgars' category executive manager for home living.

"This is an exciting move for the brand following on other initiatives, such as our association with Jeremy and Jacqui Mansfield under the Zhoozsh! umbrella, as well as our pioneering partnerships with Reuben Riffel, Ngwenya Glass and Trevyn and Julian McGowan of local design hub, Source. These developments provide customers with a distinctive offering, which isn't available elsewhere," he adds.

"The store delivers a shopping environment for customers seeking the widest choice of upmarket lifestyle brands that offer quality in terms of functionality and design. We've engaged our business partners to secure high-end merchandise that isn't easily accessible in the domestic market. In some cases, we're going to be receiving limited editions, as well as new releases from international design centres, such as Milan and Paris. For example, Delonghi provided the latest Brilliante toasters and kettles, flown in especially for the big opening."

Big brands

At this stage, Jeremy and Jacqui Mansfield, Jenny Morris, Jamie Oliver, Gordon Ramsay and Reuben Riffel have a strong presence in the space, together with Delonghi, Kenwood, Krups, Joseph & Joseph, Le Creuset, Moulinex and Oxo. Heritage brands synonymous with the store over many years, such as Brabantia, remain an integral part of the exclusive experience.

The Zhoozsh! range of crockery, cutlery and glassware, designed by the Mansfield's and produced by the Inter Table Top Company (ITTC), is exclusive to the chain. Following the launch in the middle of April, the range has been afforded prime position in 30 Boardmans stores nationwide. The launch was timed to coincide with the release of Zhoozsh! Faking It, the Mansfield's second cookbook, which is also on sale at Boardmans and is already a bestseller.

In addition, customers can shop for fashionable bedding, décor accessories and furniture such as the Kylie Collection, which is the signature range of Australian superstar, Kylie Minogue. Australian brand, Linen House, is the latest add-on to the bedding portfolio with sizes up to Super king.

"By merging the Source range and our décor accessories and furniture, we're showing customers how to integrate the best of South African design in their living spaces without having to compromise on what's hot in home fashion," says Swart.