Our Business Operations

Our Customers

Female customer
Female graph

In mass middle market

with an average gross monthly income of R10 000


Providing her with her preferred way to shop

Digital is the fastest-growing channel

Financial Services

Her preferred way to manage her financial transactions

Increasing our fintech strategy

Mainly based in urban areas with 8% outside South Africa

Country graph

Our Businesses


Home Choice Logo

HomeChoice is an omni-channel retailer with a fast-growing digital channel. Affordable credit options enable customers to purchase on flexible payment terms. Supported by a home delivery service.

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Product Offering

Offers an extensive range of household textiles and homeware merchandise, and fashion products under private label brands supplemented with a broad range of well-known external brands. Personal electronics are offered under the FoneChoice brand.

For more about the HomeChoice brand and product offering see

HomeChoice Showroom

Financial Services

FinChoice is a fintech business selling innovative loans, insurance and value-added services. Products are offered to selected Retail customers who have a good credit standing. Based in South Africa with operations in Mauritius and Botswana.

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Product Offering

Unsecured short-term and low-value personal loans and insurance products offered under the FinChoice brand. Loan products have terms between one and 36 months. Insurance products include credit life and funeral policies.

To read more about FinChoice and our loan products see