However, within the entrepreneurial space there are also challenges, one of them being access to markets.
While South Africa has seen a significant growth in e-commerce over the last few years, building an e-commerce site and marketing spend to drive traffic to this site can become costly. With this in mind, leading property developer, Attacq launched SOOK Mall of Africa.
A first of its kind in Africa, SOOK Mall of Africa breaks the barriers to entry for smaller new and online retail brands by giving them access to the existing customer base of the mall in a digitally connected retail space.
To date Ntozinhle Lifestyle, Eyare, Skulpt Shapewear, Dr Esther Mahlangu, Sompire Kids, Mafastela, AW Brands & Co, have made use of the space since its inception in October 2023, the space has been designed to be easily customisable featuring plug-and-play digital screens and signage that allow brands to personalise their space effortlessly and affordably. In addition to this the space offers smaller retailers to test the market before committing to a long-term lease allowing them to gauge customer interest and refine their offerings. “To date smaller retailers and brands, mostly local, have had to rely either on exhibiting at markets or solely focussing on online.
Go-to-market execution can become costly, especially if retailers don’t have the right testing ground for consumers. SOOK Mall of Africa creates this opportunity and gives a full-fledged customizable store which includes rails, digital display walls, mirrors, a cash desk, storefront display screen, modular furniture, a stock room, a fitting room and a kitchenette.
The space is rented at a minimal cost which means retailers are not put under financial strain,” says Yasmeen Lorgat, Leasing Manager The SOOK concept offers exposure for new and online brands, creates marketing and PR opportunities and helps identify potential future retailers for permanent leases which ultimately ensures a consistent flow of new visitors from the public.
SOOK Mall of Africa offers a digitally connected retail space available for short-term letting for a day, a weekend, or even a week, providing flexible options for showcasing various brands. The concept offers a shared value opportunity both for the Mall of Africa to attract new retailers and bring fresh brands to its customers as well as offer opportunities to entrepreneurs.
SOOK Mall of Africa has already hosted activations with popular figures like Tyla and AKA, creating a dynamic and engaging shopping experience “The ever-changing retail landscape within SOOK provides a compelling reason for customers to return, as there is always something new to discover. The combination of high-traffic areas and innovative digital displays enhances the overall shopping experience, keeping customers excited about what’s next,” added Lorgat.
Since its launch, several South African brands have experienced considerable success at SOOK Mall of Africa.
