Best Before Opens in Centurion, Offering South Africans Cheaper Grocery Alternatives

A new player shakes up South Africa’s retail scene

South African shoppers in Centurion have a new reason to smile. Best Before, the retail chain known for its low-priced groceries and household essentials, has officially opened a store in the Centurion Lifestyle Centre. Within days, the store drew thousands of eager customers, proving that affordable shopping is more than just a trend, it’s a necessity.

Founded in 2017 by Mark Gordon and Alain Soriano, Best Before was built on a simple but powerful idea: make everyday products affordable without compromising quality. The chain achieves this by selling short- and near-dated stock at discounted prices while sourcing products from trusted suppliers. “Nothing we sell is past its use-by date,” Gordon emphasized, reassuring shoppers of the brand’s commitment to quality.

From pilot store to nationwide expansion

Best Before began its journey with a pilot store in Wendywood, Sandton, which confirmed that South Africans were hungry for cheaper grocery alternatives. The success paved the way for rapid expansion across Johannesburg, with outlets in Woodmead, Edenvale, Fourways, Northcliff, Krugersdorp, and Boksburg.

In October 2024, the chain opened its first Pretoria location in Atterbury Lifestyle Centre, Faerie Glen, taking over the space previously occupied by Petzone. The new store quickly became one of the group’s largest and most popular outlets, proving that the brand’s formula of affordability and quality resonates with customers.

Centurion Lifestyle Centre: the newest hit

The Centurion store, launched on 29 August 2025, continues this winning streak. According to Gordon, the initial days saw record numbers of shoppers, many choosing Best Before over other well-known retailers in the same shopping centre, including Pick n Pay Hypermarket.

Affordability is the key driver. Shoppers can expect discounts of 20% to 40% on everyday products compared to larger chains like Pick n Pay and Checkers. Many customers now split their shoppingbuying basics at Best Before and sourcing specialty items elsewhere.

New products and international flair

Best Before has also begun introducing unique imported products, a first for the South African market. International brands such as Mountain Dew, Oshee, Côte d’Or, Toblerone, Hershey’s, Bokomo, Caffelux, Willards, Koo, Robertsons, and Labello are now available at select stores, adding variety and excitement for shoppers.

The strategy behind the growth

Co-founder Alain Soriano explained that Best Before’s expansion strategy is driven by consumer demand. “Every year, we aim to open new stores in areas where South Africans are looking for affordable shopping options,” he said.

The success of the Centurion outlet reflects a wider shift in consumer behaviour, as shoppers increasingly seek value without sacrificing quality. With a strong foundation and rising popularity, Best Before looks set to continue disrupting the South African retail market for years to come.

{Source: BusinessTech}

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