“Creating a home she loves”
HomeChoice is a South African niche omni-channel homeware retailer serving the urban digital-savvy African women.

We have >500 000 customers and growing. In existence for more than 40 years, HomeChoice has evolved from a direct marketing retailer to a sophisticated omni-channel retailer. Today, we are expanding rapidly with new showrooms while continuing to enhance our other sales channels, making it even easier for customers to shop with us.

Our brand is well loved in the South African mass market and known for our quality and innovative products – our consumers love us.
Celebrating 40 years of transformation and entrepreneurial  success.

“Our retail business celebrates 
40 years in 2025. Much of the success of the group has been the highly entrepreneurial, vibrancy and innovation of all our employees over this period.”

Shirley Maltz, Weaver Fintech Chair
Our customers
We believe that financial inclusion is the ultimate agent of change.

I’ve always loved the quality products homechoice provides. Durability is everything they last for years ❤️

Mangi

Quality, comfort and beautiful bright colours that turn a house into a home.

Gladys

What I love the most about homechoice bedding is the quality even after multiple washes the colours and gorgeous designs stay the same ❤️

Nnina

Homechoice is the best store to make your home warm with their colours of your choice and quality products, go in Homechoice and see that you will go out very happy even with the warm service you will receive ❤️

Maureen

The employees there were very friendly, they created a conducive environment for shopping and made the whole process simpler and smooth. Their passion and service were on an exceptional level and I would not think twice to do my next shopping with them over and over again.

Cazamola