Our history

Over the past 29 years the Group has grown from a mail order start-up company into a leading omni-channel home shopping retailer:

1985   HomeChoice established in Cape Town as a mail order business selling cookware products on credit to mass market customers.
1994   Call centres and telemarketing were introduced.
1995   First internal credit scorecard developed.
1996   The Group was listed on the JSE with a market capitalisation of R200 million.
Independent home delivery network launched.
1997   The Internet was introduced into the business with the launch of the HomeChoice website.
2002-2004   Extensive consolidation and restructuring of the business took place and the Group delisted from the JSE during 2003.
2003   The Group delisted from the JSE.
2006   The HomeChoice Development Trust was launched, focusing on charitable support for early childhood development.
2007   FinChoice was established to offer financial services products to HomeChoice customers of good credit standing.
2009   HomeChoice mobi-sites launched.
2011   FinChoice KwikServe, an innovative mobile self-service marketing channel, was launched. FoneChoice established to offer personal technology and computer products to HomeChoice customers.
2012   The net asset value of the group exceeds R1 billion
2013   The Group establishes a R500 million medium-term note programme on the JSE
2014   World-class centralised distribution centre completed at an investment of R150 million, increasing warehouse capacity to 200 000 m3.
Establishment of HIL and listing on the JSE


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