The separation of Steinhoff’s emerging and developed market retail businesses was a natural progression for the group, given their distinct strategic and geographic focus. This separation has resulted in a listed, diversified, multi-format retail champion of significant size and scale with its roots in Africa. STAR’s vision is to be the preferred destination for delivering value to the African consumer and all other stakeholders.

STAR’s strategy

  • Wide range of products for the whole family that add value to customers’ lives, including clothing, footwear and homeware, furniture, electronics and appliances, consumer goods, DIY, mobile phone handsets, airtime and data.
  • Well-known and trusted local brands that resonate with consumers across the value spectrum
  • ‘Best price leadership’ ensures product differentiation and loyalty, making it possible for families with a limited budget to live with dignity and pride
  • Pricing actively managed across sales channels through a best price per product strategy that protects and prioritizes the discount channel with a value for money focus on aspirational values.
  • Ability to keep prices low, influenced by the group’s significant scale across all product categories and the simplicity of product ranges, which prioritizes long-term quality over short-term fashion trends.
  • Additional cost efficiency delivered through the group’s influence over the supply chain, and optimising costs of logistics with direct involvement in shipping, warehousing and distribution of products.
  • Level of customer satisfaction enhanced by providing a convenient shopping experience
    More than 5 000 stores across all shopping nodes enable customers to conveniently reach stores either during their daily commute or on weekends.
  • Flash devices
    More than 130 000 devices enable consumers to access financial services capability 24 hours a day.
  • Mobile technology and services
    Providing mobile handsets, prepaid airtime and financial services to customers, such as utility bill payments and money transfer services.
  • Online shopping options
    Providing customers with a choice of click-and-collect or home delivery.

Largest retail footprint in Africa