Business

The woman leading one of South Africa’s biggest discount store chains

Kirsten Minnaar • 25 August 2026

Rena Engelbrecht has taken over as the managing director of The Crazy Store, one of South Africa’s most popular discount retailers.

Engelbrecht took over as managing director on 1 August 2026, replacing Kevin Lennett, who has now moved into the role of CEO at The Crazy Store-owner Melbro Group.

The leadership change comes as The Crazy Store has grown from a relatively small retail chain into one of Southern Africa’s largest discount variety retailers.

The Crazy Store was founded in 1997 and has built its business around affordable products ranging from toys and party supplies to kitchenware, stationery, gifts, and seasonal products.

When Lennett joined in 2012, the company had around 200 stores. Under his leadership, the business saw impressive growth.

By 2022, it had reached its 450th store, with Engelbrecht part of the management team during that expansion. She marked the opening of the 450th store at Boardwalk Mall in Port Elizabeth on LinkedIn.

The business passed the 500-store milestone in March 2025, and currently has 537 stores across South Africa, Namibia, Botswana, and Eswatini.

Lennett previously explained that one of his priorities was to change perceptions of The Crazy Store and establish it as a credible and trusted national retailer.

His five goals were to improve the brand’s credibility, make it a smart place to shop, demonstrate its wide product range, build trust, and eliminate negative perceptions.

He believed these objectives had been achieved as the retailer became a more established national brand. The company’s distinctive duck mascot also became part of this effort.

Lennett explained that the duck was chosen because it was a friendly and quirky product that suited the brand.

Now, after over a decade heading up The Crazy Store, Lennett’s appointment as CEO means he will provide strategic leadership across Melbro Group.

Apart from The Crazy Store, the group’s portfolio includes the 112-year-old Heneck Sacks wholesale division, Classic Cash and Carry, and Melbro Brands, which distributes brands such as Nutribullet and Ariete.

“Melbro Group has a proud history rooted in strong family foundations,” he said.

“I am excited to lead the group into its next chapter, working closely with our teams, board and partners to build on this legacy while continuing to innovate and grow.”

Rena Engelbrecht’s road to the top

As Lennett moves into his new position, Engelbrecht is taking over the leadership of The Crazy Store. While this role may be new, she has been involved with the business for years.

She has also always had a keen interest in business. Speaking to Bizcommunity in 2022, Engelbrecht said her childhood dream was to become a businessman like her father.

“I found business fascinating, and I have always loved shopping,” she said. “Shopping for food, or anything. I should have known that I would end up in retail.”

Fittingly, after finishing school, she decided to pursue a degree in marketing management at Stellenbosch University.

Over the next few decades, she worked at several major South African retailers, including AVI, Green Cross, and Dunns, where she held senior positions.

In 2019, she joined The Crazy Store, where she spent six years serving as the Marketing and Retail Merchandise Director.

“I do all the fun things at the company,” she told Bizcommunity at the time. “I work with an incredibly talented marketing and promotions team, as well as a very caring customer service team.”

“I also work with the merchandise for The Crazy Store, to ensure that we stock everything that our customers need and want.”

Before returning as managing director, she spent a year as the retail director at Lindt & Sprüngli South Africa.

A new era for The Crazy Store

The leadership transition comes at an important point for The Crazy Store, as the retailer has already grown dramatically under Lennett.

However, the new structure allows him to focus on the wider Melbro Group while Engelbrecht takes direct responsibility for The Crazy Store.

Engelbrecht, meanwhile, returns to a business she already knows well, but one that is considerably larger than when she left.

While her exact approach to leading the business will only become clear over time, much can be gauged from a recent LinkedIn post written by Engelbrecht.

“I’m often asked what matters most in achieving success in retail,” she said.

“If I had to choose one thing that makes the biggest difference every single day, it would be how we treat our customers and how we train our teams to do that well.”

While online shopping may have seen explosive growth over recent years, she explained that, at its core, retail is still a people business.

“This is why physical stores will always have a place alongside online shopping,” she said.

“Customers do not just shop our stores, they experience them through the people who work in them.”

“A genuine smile, a confident greeting, attentiveness, and the ability to engage, guide, and build connection are the moments that turn simple transactions into lasting relationships. That is why customer service is everything.”

Engelbrecht also stressed the importance of properly training employees. She argued that good customer service can only happen when employees feel confident, supported, and clear about what good service looks like.

“We need to equip our teams with the confidence to speak to customers, create a shared service standard across all stores, and provide practical tools to problem-solve and handle challenges effectively,” she said.

She also made it clear that consistency is key in retail, and customers must receive the same level of service regardless of who they interact with.

“This consistency only comes when service standards are clearly defined, taught, and continually reinforced,” she said.

“Training cannot be a one-off event. It requires regular reinforcement through small, focused refreshers delivered every day.”

Finally, Engelbrecht explained that, in the retail sector, customer service must start from the very top of the organisation.

“Leaders must spend time on the shop floor, observe how teams engage with customers, and listen carefully to feedback to identify where support is needed,” she said.

“When leadership demonstrates genuine passion for customer service, it sets the tone for the entire store.”

“Ultimately, customers who feel valued will return, and even better, they will bring others with them.”