Game Relaunches Homeware Offering


As part of its turnaround strategy – Retail Reimagined – Game is relaunching its homeware range, updating 75% of the products on offer across categories including furniture, décor, flooring, and lighting. The move is set to gain market share as a general merchandise retailer and step up its game in the affordable homeware category.

“Retail Reimagined is all about transforming and improving the customer experience – not only through an updated look and feel in our stores, but also through the product lines we are offering. Consumers no longer looking to purchase homeware products in isolation but rather are seeking a complete solution that will assist them in updating and finishing their homes,” explains Andrew Stein, Vice President of Game.

The retailer’s merchandise team has researched the latest consumer trends to ensure the relaunched range features relevant and modern pieces, while still providing a realistic price point for Game’s price-sensitive customers. “Many of our consumers are renting or staying in small spaces – meaning they are often looking for modern, quality pieces to refresh spaces as opposed to making structural changes,” says Stein.

In a bid to attract customers and bring them to stores, Game realises you cannot just have products on the shelf. “We needed to find a way to create a home look and feel for our customers which is why we are creating experiential displays in some of our stores. Customers need to be able to visualise the products in their own homes while getting to grips with the textures and colours,” he explains.

New stands and display units will give consumers a better view of the full range on offer, while also providing an idea of how the items could be styled in their homes. The new displays are currently set up in Fourways Mall and Mall of Africa in Gauteng, with Game planning to roll this out to their flagship stores this year.

While Game has traditionally stocked items like couches, rugs and desks, the updated range includes refreshed, sleek pieces that work together in the home. Staying up to date with trends, the retailer is also offering updated ottomans, dining and display units, and side tables. Updates to Game’s lighting offering include chandeliers, pendant lighting, and decorative globes.

Something that Game has never stocked before, for example, are wing-back chairs – which it is now offered in trendy colours like ochre and emerald green. These chairs are an easy way to add extra seating to a space while adding an elegant touch. The retailer will also be bringing in a modern range of bedroom furniture, including headboards, drawer sets, and easy to assemble flat-pack furniture.

“Homeware is an important part of Game’s turnaround plan especially in the general merchandise space. This relaunch will not only ensure we remain relevant in the eye of the consumer, but will allow us to gain market share, as we continue to offer unbeatable prices across our categories,” says Stein.

About Game Stores

Game is a trusted brand with a 51-year heritage of delivering the best value on quality merchandise for African consumers, through its 117 stores in South Africa and 28 throughout the rest of Africa. Since its inception in 1970, Game has been focused on providing its customers with unbeatable prices, which is reinforced through the Game Price Beat Promise. Game continues to leverage Walmart and Massmart’s strong supplier relationships to secure the best deals for its customers.

Recent accomplishments (2020 – 20222):

  • Most Google-searched retailer during Black Friday 2019, 2020 and 2021
  • Voted Best Appliance Store in ‘The Star’ Reader’s Choice Awards 2020
  • Runner up for Coolest Toy Store in the Sunday Times Next Gen Awards 2021
  • Independent 2021 study finds that Game is South Africa’s cheapest stationery retailer
  • Voted Best Appliance Store and Best Department Store in ‘The Star’ Reader’s Choice Awards 2022
  • Voted Best Appliance Store in the Pretoria News Reader’s Choice Awards 2022