Edenvinne - South African based chain of retail stores which specializes in local beauty and grooming products

Edenvinne is a South African based chain of retail stores which specializes in local beauty and grooming products. Edenvinne was founded after Rearabetswe Dire was rejected by one of the biggest beauty retailors in South Africa. Like many other SMME’s that want to grow their brands and penetrate into the retail market. It became apparent that as local business owners we were not going to get an opportunity to penetrate into the retail cosmetics sector that generates billions a year.

Our flagship retail store is situated in Menlyn Park Shopping Centre, which is the 2nd biggest mall in South Africa situated in Pretoria. Edenvinne opened in November 2022 and we currently house 98 local beauty and grooming brands. We opened our second store at Randburg square in Johannesburg on the 31st of May 2024. Our retail stores ONLY lists South African brands within the cosmetics industry. This includes and not limited to cosmetic products such as facial / skin care, body care, personal care, hair care, fragrances, hair grooming, male grooming products, cosmetic accessories and home accessories. Our well-known vendors are Fino, Pure Royal, Sheer Elegance, Ruutos (all listed in Clicks). Lumi Glo, Fundamentals, Feel Silki (listed at WeAreEgg). Phytocare, Black African Organics, Sister Jenny, Volumiscious and Lass skin.

Edenvinne is just not a retail store but a community of local brands within the cosmetics sector that want to penetrate the retail sector that is worth billions in South Africa. Edenvinne aims to increase the visibility and accessibility of local brands in prominent retail spaces. Edenvinne elevates local brands through accessibility to a wide audience that is excited to physically engage with YOUR PRODUCTS.

WHAT WE OFFER THAT OTHER RETAILORS DON’T 

The Edenvinne team is dedicated to explaining/elaborating local products to consumers. Brands have an opportunity to come in-store and train the Edenvinne team about key selling factors about your products.

Edenvinne currently has 98 different South African brands listed in-store and over 1500 variants of products. Edenvinne has created an eco-system of complimentary product variants which customers can choose from. Our store has a unique value proposition which cater for SMME’’s that have reached an online sales threshold and for consumers that want to purchase local brands. Edenvinne provides SMME’s with the opportunity to be in prominent retail outlets where their clients can sample their products.

Many SMME’s have yearned for the opportunity to get their products on retail shelves but big retail players would rather have international/ celebrity brands in their retail outlets. As a result of this lack of opportunity the success rate of SMME’s is rather slow or stagnant because 94% of South African shopper still prefer to shop in physical store. SMME’s missed a key step in the shopping process that customers undergo, which is physical interaction/sampling of products. Most consumers are converted or introduced to new brands once they have physically interacted with the brand/product.

The success of Edenvinne will have a ripple growth effect on SMME’s listed within the store itself. Edenvinne has the ability to be an active member in reducing the unemployment rate by affording SMME’s the opportunity to make their product more accessible and by providing more exposure.

Edenvinne has made it possible for SMME’s within health and beauty industry to part- take in the retail economy which was valued at R 138 billion is 2020 according to GlobalData. Big retailers such as Clicks and Dischem own the biggest share of this market. This industry is valued to be worth R185 billion by 2025. The industry is worth billions yet less than 10% of South African businesses are represented within this industry on a retail level. Edenvinne has created a store, which allows local brands to be easily accessible and visible in a prominent retail mall.

In the past few years, there has been a noticeable increase in the opening of e- commerce stores amongst SMMEs. This increase has been proven that it is as a result of the limited retail opportunities afforded to start-ups and SMMEs. Edenvinne aims to bridge this gap and afford SMME that have emerged and are emerging from South Africa to enter the retail space. According to research ONLY 6% of the South African active shoppers currently shops online and many e-commerce businesses have many potential clients that would love to purchase their products however they would prefer to physically interact with the products before purchasing. Many potential consumers usually pose question such as “where can I find your products”, once SMME’s respond and say “we currently available online”, they lose 60% of their potential clientele.

Edenvinne not only offers an opportunity for local brands to be visible in a prominent retail mall but also offers the SMME’s business development. During the on-boarding process, Edenvinne provided business development activities such as assisting the SMME’s getting their barcodes, advising on how their product labels can improved/altered as per industry standards and negotiating lower rates of product testing. Edenvinne is an active advocate of the #BUYLOCAL campaign, which provides the perfect shopping experience of local brands.

The window displays provide potential customers of an overview of what products we house. A quick effective way to shop or to lure customers in.

The displays are constantly being rotated to ensure each brand is represented.

HOW DOES THIS BENEFIT LOCAL BRANDS

− Exposure to retail shoppers (only 6% of South African active shoppers shop online).

− Extending the physical geographical reach of LOCAL BRANDS.

− Access to an additional customer base.

− Opportunity for your customers to physically interact with the product.

− Opportunity to give out samples to your clients of new/existing products (proven method to persuade product purchases).

− Your customers get instant gratification.

− Frequent purchases by returning customers.

− Increase brand loyalty.

− Becoming a retail store brand

− Convert your social media followers who are uneasy about online shopping into paying customers.

− Another brands customer can become your customer.

− Impulse purchases.

− Opportunity to build customer relationships & create a social experience.

− Purchase returns are easier.

− Sensory experience.

− In-store advertising & sampling.

Rearabetswe Dire - Founder

Contact us:

Shop UF78 Menlyn Park Shopping Centre Atterbury Road and, Lois Ave, Menlyn, Pretoria, 0063

Located in: Menlyn Park Shopping Centre

📞076 191 6790

For more information visit 

Website 

https://edenvinnebeauty.com/

Instagram 

https://www.instagram.com/edenvinne?igsh=MXBhbmw3bWw3Zm00Zg==

Facebook 

https://www.facebook.com/profile.php?id=100086546259888&mibextid=ZbWKwL

Tik Tok 

https://www.tiktok.com/@edenvinne?_t=8qDKQo7iSsn&_r=1