Retail

Woolworths opens new ultra-luxury grocery store in South Africa’s richest city

Shaun Jacobs • 27 August 2026

Woolworths has opened its first Woolworths Food Emporium store in Gauteng, at Dainfern Square in northern Johannesburg.

This was revealed by the retailer in a series of social media posts showcasing the new store format, which is significantly larger than a typical Woolworths store.

“Our newest store at Dainfern Square proudly opened today, marking the first Woolworths Food Emporium in Gauteng,” the retailer said.

“The flagship store is designed to be an elevated, immersive experience offering customers an unmatched retail experience with unique touches.”

This includes a bloom bar for bespoke flower arrangements, an innovation kitchen, butcher and fishmonger counters, and curated zones for confectionery, WCellar and speciality ranges.

The new store is the second of its kind to open in South Africa, with the first being opened at The Village Square in Durbanville.

The Food Emporium format was launched amid heightened competition for high-end grocery shopping, where Woolworths has historically been dominant.

A resurgent Checkers has thrown down the gauntlet with its FreshX and Foods stores. Its popular Sixty60 delivery service has helped it win over customers seeking convenience.

Woolworths has stuck to its knitting, focusing on doing what it does best. The new Emporium format is not a revolution, but a refinement of a typical store.

“This new Food Emporium is a real step change for us. It embodies what Woollies stands for,” former CEO Roy Bagattini said at the Durbanville opening.

“Durbanville isn’t just another Woolies flagship. It’s a clear signal of our intent – we’re not standing still. We are here to affirm our leadership in food retailing.”

The new Food Emporium stores contain several new features:

A florist counter now offering made-to-order bouquets – handpicked by an on-site expert, and wrapped.
A revamped premium food counter, Our Kitchen, serving all the favourites, rotisserie chicken, a brand-new sushi bar, and an innovation kitchen.
The innovation kitchen boasts live cooking demonstrations where samples will be served, and ingredients can be shopped on the spot.
The fishmonger offers an expanded seafood selection.
The new butcher counter is home to a broader range, including wagyu, and the Woolies in-house butcher is on hand to offer expert advice on preparing various cuts of meat.
The bakery and patisserie sections are complete with bespoke boxes, perfect for gifting. Sourdough and artisanal loaves are part of the new range of freshly baked speciality breads.
An elevated pantry experience, now divided into international cuisines such as Italian and Mexican, is designed for easy discovery and helpful dinner inspiration.
A vibrant confectionery alcove brings together Woolworths’ most-loved sweet treats and features a display of party ideas updated weekly.
In the wine alcove, moments of delight and indulgence come to life with top-class curated local and international wines, many of which are exclusive to WCellar.

In line with Woolworths’ Good Business Journey, the upgraded store incorporates energy-efficient technology, waste reduction systems, and recyclable packaging across departments.