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Massmart has acquired appliance brand Eiger, as part of its move expand its private label product portfolio.
The acquisition follows Massmart’s analysis of South Africa’s appliance market.
Group private brand merchandise executive at Massmart, Trevelyan Hall, said: "Through our ongoing research, we identified a clear gap in South Africa for a brand of well-priced, beautifully designed small appliances that not only have all the features customers expect in a premium product, but also add to the aesthetic appeal of their kitchen countertops."
Eiger sells products such as air fryers, smart scales, blenders, irons, and coffee makers.
According to retailers, consumers confronted with escalating costs, from food to fuel, are turning to private label products food and grocery products, which are more affordable.
Consumers have also been delaying big appliance purchases.
But Massmart said although consumers are cash strapped, they still see small appliances as a necessity.
"As cooking oil prices rise, for example, the air fryer remains a popular item with customers and is now seen as a staple item in the kitchen," Hall said.
He added that Eiger’s promotion of a healthy lifestyle and its offer of free recipe books and meal planning templates bring added value.
Massmart currently sells small Eiger appliances such as hand vacuums, irons, kettles and toasters in its Makro, Game and Builders stores.
In the next few months Massmart and Eiger will grow the product range "considerably".
"What customers see in-store currently is only the beginning for Eiger. We will continue to grow the brand through adding more sophisticated and innovative products, at affordable prices," Hall said.
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