EGG, dubbed SA’s Selfridges, comes to JHB, with restaurant, bar, clothing and home sections

Artist’s impression of the EGG store front. (Provided)

  • We Are EGG, founded by Paul Simon and Arie Fabiani, will open its second department store in Rosebank.
  • The Rosebank store comes two years after introducing its first in 2020 in Cavendish Square, Cape Town.
  • The store will include a restaurant, bar, and homeware sections, among others.
  • For more stories go to

concept store, We are EGGwhose model is based on British luxury retailer Selfridges, will open its second department store in the Zone at Rosebank at the end of September.

The retailer is the brainchild of Paul Simon, who founded YDE, owned by Truworths, and Arie Fabian of the Fabiani brand.

Their new store in Rosebank is the second of its networks and spans 3,000m2 of ground surface.

First launched in December 2020 in Cavendish Square in Cape Town as part of a partnership between its two founders and Old Mutual, EGG offers local and international fashion collections for men, women and children. It also houses beauty, homeware and jewelry departments and includes a restaurant and bar.

Brands on offer include Cape Island South Africa, Cultish, Rich Mnisi, Birkenstock, Happy Socks, Lelive and The North Face, among a plethora of others.

“The new Rosebank store has been specifically created with the Joburg customer in mind and has been built on a similar model to the iconic UK-based Selfridges concept,” the company said this week.

This is what the store will look like

egg store front

Artist’s impression of the EGG store front. (Provided)


Artist impression jewelry department. (Provided)


Artist’s impression of the household goods department. (Provided)


The store will also feature a greenhouse section. (Provided)


Rendering of the shoes section. (Provided)


The center court. (Provided)

Selfridges was founded by Harry Gordon Selfridge whose philosophy was based on the theater of retail. Beyond selling products, his vision was to create a shopping experience with the promise to surprise and delight customers. The retailer is the only department store to have been named the world’s best department store four times.

In other places it had more innovative amenities such as car wash services, hotels, and in-store shows.

“Like Selfridges, We Are EGG Rosebank is a Mecca not only for fashion enthusiasts, but for anyone who enjoys high-end retail experiences that appeal to Joburg’s hyper-connected shopper,” he said. he declares.

Rosebank’s hip, urban and artsy pedestrian scene and surrounding critical residential nodes have made the location a prime location for the retailer.

“The [Rosebank] The neighborhood is winning the race for tenants against Sandton…Rosebank’s scale supports both corporate and residential buildings, making it a unique and rewarding lifestyle mix, he said .

Comments are closed.