South Africa’s crazy discount store chain with 500 stores and more than 6,000 products

Since opening its doors to the public more than three decades ago, The Crazy Store has become a staple in shopping malls across South Africa.

Despite an increasingly competitive retail environment, the retail chain has continued to grow, now boasting more than 500 stores across its network.

Owned by Melbro Holdings, The Crazy Store also has ambitious plans to continue its growth, with 30 more store openings in the pipeline for 2026.

The Crazy Store was founded in 1995, operating as a discount variety chain in South Africa. Today, the company boasts more than 500 stores and over 6,000 product lines.

Its product range spans toys, kitchenware, novelty items, confectionery, pet supplies, party essentials, homeware, and much more.

Melbro Holdings CEO Kevin Lennett, who has also served as the managing director of The Crazy Store for more than a decade, told Daily Investor that the chain’s growth has been driven by a clear and consistent retail model.

Within this model, The Crazy Store ensures that it offers customers an exciting, affordable, and ever-changing range of products in convenient locations across South Africa and neighbouring markets. 

“We are very grateful that our landlords have trusted us, as well as to our customers who have often requested shopping centres to have our brand as part of the tenant mix,” Lennett said.

To put The Crazy Store’s scale into context, the chain boasts more stores in its network than Makro (22), Builders (117), and Dis-Chem (323) combined.

Lennett explained that, while The Crazy Store has grown significantly, its expansion has been very disciplined.

“Growth has been guided by strong site selection, operational consistency, supplier relationships, and a product mix that allows each store to appeal to a broad customer base,” he said. 

“Our stores are accessible, family-friendly, and easy to shop, which has helped us build loyalty over many years.”

Critically, he said the brand’s physical footprint has also grown because of the company’s focus on store experience.

For the category in which The Crazy Store operates, shoppers enjoy browsing – touching, comparing, and discovering products – in person. 

“While our marketing approach continues to modernise through digital channels, radio, digital leaflets, and other platforms, the core objective remains to drive customers into stores and keep The Crazy Store top of mind,” Lennett said.

“Ultimately, our growth has come from staying true to what customers love about the brand – value, variety, accessibility, wonderful people, and that feeling that you never know what you might find.”

Fighting back against the competition

What makes The Crazy Store’s growth even more impressive is that it is coming at a time when the local retail market is becoming increasingly competitive.

South African retailers are investing heavily in modernising their offerings, while foreign retailers have entered the market at price points that local retailers often struggle to match.

For example, Chinese e-commerce platforms like Shein and Temu have taken the local market by storm over the past few years, putting pressure on local retailers to compete.

Naturally, The Crazy Store has not been immune, with Lennett saying there is no doubt that the value retail space has become more competitive. 

“Competition, however, is healthy and we welcome the challenge to improve based on keeping ahead of the competition,” he said.

In response to heightened competition, The Crazy Store has doubled down on the areas that it believes set the brand apart.

This includes curating a broad and carefully selected product range, strong store teams, convenient locations, and consistent value.

Lennett explained that while much of the competition dynamics in the local retail space has focused on price, this is not the only factor that matters.

For The Crazy Store, the brick-and-mortar experience remains its major strength and gives the retailer a distinct competitive advantage.

While The Crazy Store is known as a low-price retailer, Lennett said the brand’s reputation goes beyond that.

“Our Quality Promise reassures customers that, while we offer products at competitive prices, we stand behind what we sell,” he said.

“We have built our business around being a trusted, go-to destination family store. A place where customers can browse, discover, compare, and find something for almost every occasion.”

Lennett explained that one of The Crazy Store’s distinct advantages is that it understands everyday customer needs, while also creating a sense of discovery.

“Customers visit us for practical items, but they also enjoy the surprise of finding something unexpected, fun, or seasonal at great value and quality,” he said. 

“That balance has helped us remain relevant across different communities, income groups and shopping occasions.”

Moving beyond value

According to Lennett, “value”, from a consumer perspective, has never been about the lowest price.

“It is about offering customers the right balance of affordability, variety, convenience, quality, and excellent service,” he said. 

“That is what continues to set us apart and remains central to how we respond to a changing and increasingly competitive retail landscape.”

This is also where The Crazy Store’s Quality Promise comes in, with Lennett saying it is an important part of how the brand builds and maintains customer trust.

“In a market where customers are increasingly value-conscious, we believe it is important that affordability does not come at the expense of confidence,” he said.

“So, while the retail environment is more competitive than ever, our focus remains clear: to give customers a compelling reason to choose The Crazy Store.”

This decision, he said, should be based not solely on price but also on the overall experience, convenience, variety, and trust that The Crazy Store brand offers. 

“Ultimately, retail is a passion, and we are passionate about what we do each and every day, and we do our very best to understand the needs of our customers,” he said. 

“We spend time on the sales floor where it matters most, listening and observing to ensure we continue to meet and exceed the expectations of our customers.”

This strategy appears to be paying off well for The Crazy Store, with the retailer expecting to open 30 more stores in 2026.

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Photos of The Crazy Store

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