Page 3 - KZN BUSINESS SENSE Vol3 No3

AN INCREDIBLE JOURNEY

n the 15 June 2017, At this time the stores had a
managing director of Boxer limited range of about 300 items,
OSuperstores, Eugene Stoop, which was expanded, as part of
celebrated his 26th year of working the initial goal was to change the
at the company. stores image from a wholesaler to
that of a retailer business, which it
Stoop says that he has had successfully did by the middle of
“an incredible journey with the 1990s.
the brand”. His passion for the
Stoop added, “Opening the first
Boxer Superstores success goes bakery in Pietermaritzburg was,
beyond profits but is evident in his a big day in the life of Boxer. The
commitment to the brand’s goal of bakeries became a huge success
being Africa’s Favourite Discount and are still one of the pillars of
Supermarket, a real understanding Boxer’s business today.
of the numerous stores’ customers,
an investment in the company’s Following from that success and
employees as well as a vision for on the urging of its customers,
the future. Boxer then included butcheries in
its offering. “The butcheries,” said
Of significance is that Boxer marketing director Andrew Mills,
Superstores celebrates its 40th year “were a natural progression and
of operation in 2017. Boxer started part of repositioning the brand as
its journey as a wholesaler in the a fully fledged retail store, with
very early days, but has continued everything under one roof.”
to evolve itself over the years. The Stoop said, “The protein journey
company’s beginnings were as a has been incredible, people change
family run business; trading in their shopping habits due to price
essential commodities such as constraints. It is important to The image of the ‘Boxer man’, its own meat factory in Salt Rock they are ambassadors for Boxer as
maize meal, rice, samp, sugar, oil give customers value for money at which had initially been chosen to and is the only South African well as have a good understanding
and beans. KwaZulu Cash & Carry prices that they can afford.” personify the brand as someone retailer its size to have a meat of the needs of the clientele they
was established in Empangeni who would aggressively fight and processing plant, which provides serve. In fact many important
with three stores, KwaZulu-Natal A highlight, Stoop said, was knock down prices also went a competitive advantage by giving decisions are made in discussion
in 1977, followed by stores in the establishment of a formal through various changes. The its shoppers affordable protein. with employees in an open forum.
Pietermaritzburg and Pinetown. administration system in the ‘Boxer man’ remained as part of In order to deliver on customers’
company. “Computerisation was a the corporate logo until April 2012. expectations when it comes to Boxer employees are offered
In 1988, a small group of big issue for us especially as many of stock availability, a distribution many opportunities to build
prominent KwaZulu-Natal the growing number of stores were Removing the ‘boxer man’ totally centre was establishment in careers in the business. It is not
investors acquired the business. in, then, rural areas distant from from the logo caused Stoop some KwaZulu-Natal. Stores are located uncommon to find that a staff
Consequently in 1991, the trading the head office. Boxer employed sleepless nights as he was not sure in all provinces of South Africa member who is now a regional
stores were re-launched under the an IT specialist who developed the what the response by customers as well as in Swaziland with room manager has grown through the
name of ‘Boxer Cash & Carry’. BoMM system (Boxer Merchandise would be to the decision both for an increase in store numbers business from trolley porter to
As Stoop’s entire early working Management System); the core of he and the marketing director to continue due to customer packer to cashier to supervisor and
career had been in the wholesale which is still being used twenty made. However, the evolved brand demand. It is not uncommon for then on to different management
and retail industry he was offered years later,” said Stoop. logo was received favourably by communities to approach Boxer to levels. In order to facilitate this
a position in the then Empangeni Another noteworthy event was consumers showing the Brands’ open stores in areas our shoppers empowerment process, training
based business. After a six month the opening of the first Mtubatuba strength in the market. are demanding us to and all programmes at Boxer are offered as
well as learnership opportunities.
period their offices moved to store. Over the first day the mass of The need to remain modern requests are carefully evaluated. Consequently, their training
Pinetown to be more centrally shoppers who rushed in resulted in and relevant to shoppers has “For Boxer it is all about bringing department has received many
located close to its supplier base. the store’s turnstiles at the entrance meant that Boxer’s marketing the Brand to the shoppers who awards for its achievements and is a
being ripped out of the floor and and community involvement is deserve to never pay more than the
Over the years, Stoop’s Boxer pushed to the back of the store! totally different from 20 years W&R Seta accredited institution.
journey has seen a number of In addition, the opening day store ago. “As we have evolved as a Boxer price” said Mills. Boxer is a leading force in the
highlights, which have marked turnover figure was a record that brand so have our customers and Boxer Superstore branches are South African recruitment of
the evolution of the brand and the stood for many years to come. it has been imperative that we being upgraded on a phased unemployed graduates. Despite
growth in the number of stores have grown with our customers’ approach to be “new generation having qualifications many
and divisions. However, growth and change ideals and aspirations in order stores” which meet the needs of graduates are required to work
One of Stoop’s first priorities was does not happen without stressors. to remain relevant. This means the customer as well as enable through the various divisions of
The expansion of the business and
Boxer to offer that much more
to put structure into this retail entry into other provinces meant that we have had to grow with — a fantastic looking store the business so that they have solid
business. The company needed a a change in the brand identity was them, however, we have also underpinned by low prices. understanding of all aspects of
proper buying department and a necessary. In 1997, a new corporate wanted to maintain a strong grip By the end of 2017, 70% of the retail; seeing the importance of
basic stock control system, which identity logo was adopted and the on being the low price champion refurbishments will be complete. the store operations in the Boxer
was a big focus area with the trading retail name was changed for the shoppers it serves. We career journey.
Although Boxer has grown, its
aggressive roll out plan that was to ‘Boxer Superstores’ in order to know that there is a lot of choice family owned ethos is well evident. Stoop concluded, “We like to
for shoppers and that Boxer is
expected from Boxer. better reflect its role as a retailer. but one of those supermarket As the business leader, Stoop is say that we are forty years young;
options to shop at. R100 notes do direct in insisting that there are there is so much that we are
still working on for the future
not have Boxer’s logo on them - basic rules and regulations, which which is exciting. Everyone talks
customers have a choice and its apply to all of Boxer’s employees about change, in Boxer change is
our job to ensure they choose from the directors to staff at all constant; we change every day to
Boxer,” commented Mills. levels. However, he said, “Once meet our customers’ needs. We are
In 2002, Boxer was acquired by these are understood all employees not scared to try new things and to
Pick n Pay as a subsidiary and are valued, treated as assets, and make things better, simpler, more
has enjoyed the benefits of its are welcome to provide input into efficient, more cost effective. The
parent company to enable growth the running of the business.” In journey now is the most exciting
while also having the freedom this regard there is an ‘open door’ time in Boxer’s story.” 
to operate independently. Pick or as Stoop says a ‘no door policy’
n Pay has fully endorsed Boxer’s in place!
continued growth in its store The value of their staff is apparent
numbers and full service offerings. in that employees live in areas and
The company now numbers over suburbs where the various stores
240 Boxer stores across its many are located. Consequently, as most
formats. In 2012 Boxer opened staff resides in the communities,

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