Incredible Connection Expands with 10 New Stores Across South Africa

In a positive turn for South Africa’s retail tech landscape, Incredible Connection has opened at least ten new stores across the country between 1 October 2023 and 25 April 2025, reflecting steady growth under Pepkor Lifestyle.

Just last week, Henno Barry, marketing coordinator at Pepkor Lifestyle, confirmed the opening of two new stores—Incredible Gateway in Durban and Incredible Cellular in Musina.

“A massive thank you to all the teams involved in making these launches a success,” Barry shared.

Following this announcement, Pepkor Lifestyle clarified that eight stores were launched in the 2024 financial year, which ended in September. Adding Barry’s latest announcement brings the total to ten new stores in just under two years.

A spokesperson noted that Incredible Connection continues to see expansion opportunities, though the company is in a closed period and could not provide further details.

Part of Pepkor Lifestyle’s Broader Retail Push

The store rollout comes as part of Pepkor Lifestyle’s wider retail strategy. The group—formerly the JD Group—was rebranded in 2024 and now operates 906 stores across Southern Africa under various retail banners including Bradlows, Russells, Sleepmasters, HiFi Corp, and of course, Incredible Connection.

During the 2024 financial year, Pepkor Lifestyle opened 54 stores in total, including 11 between HiFi Corp and Incredible Connection. The tech segment contributed 13% of revenue and 7% of operating profit to Pepkor’s overall performance.

Challenges in Tech, but Services Set Incredible Apart

Despite the retail expansion, Pepkor admitted in its latest integrated report that its tech segment—which includes Incredible Connection—faced some headwinds.

“Performance in tech had to contend with a high base in the prior year, in addition to significant promotional activity by competitors,” the report noted.

Still, Incredible Connection aims to differentiate itself from pure e-commerce competitors through after-sales support, multiple payment options, and in-store tech expertise.

Customers can choose from credit, contract options, and even business rentals. Services like repairs, virus removals, installations, and data backups are part of the in-store experience, along with sales of networking gear, printers, and other computing essentials.

Retail Growth Despite Industry Shifts

While the rise of online shopping and international entrants like Amazon have reshaped the local market, Incredible Connection’s physical presence remains a cornerstone of its value proposition.

With new flagship outlets like Incredible Gateway and the forward-looking Incredible Cellular concept store in Musina, the brand appears focused on combining tech accessibility with personalized service.

Though four retail stores under Pepkor Lifestyle were closed during the financial year, the opening of ten Incredible stores underscores a commitment to growth—and resilience in South Africa’s evolving retail sector.

{Source: My Broad Band}

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