Home and decor retailer Boardmans is back in business. This time, the brand is embracing the digital landscape with an exclusive online-only storefront.
The revival comes after Boardmans, formerly a standalone brand within the Edcon group of stores, faced closure in 2018 as part of the group’s turnaround plan.
However, in a turn of events, Boardmans found a new home under the ownership of Retailability, a prominent Durban-headquartered retailer group. The acquisition took place in 2020 as part of a significant agreement that saw Retailability acquiring parts of the Edgars business from Edcon. Retailability owns brands including Edgars, Legit, Keedo and Beaver Canoe.
Boardmans, recognized for offering mass-market home goods targeted at higher-end consumers, has left an indelible mark in the South African market. With its relaunch, the brand aims to recapture the hearts of shoppers and reaffirm its position as a go-to destination for stylish and quality home decor.
The decision to relaunch Boardmans as an online-only store aligns with Retailability’s strategic vision of embracing the digital era and catering to the evolving preferences of customers. By leveraging the online platform, Boardmans can reach a broader audience and provide a seamless shopping experience to customers across the country.
Their new online store is now live and shoppers can get an extensive range of products, from furniture pieces to decor items.
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