Boxer, The fully-fledged retail business we see today as Boxer has carved a very interesting 44-year journeyThe fully-fledged retail business we see today as Boxer has carved a very interesting 44-year journey. Throughout its existence, one thing remains true... they were, they are, and they always will be “the people’s champion” fighting for low prices, quality goods and ensuring the upliftment of their respective communities. This maverick retailer’s journey began in April 1977 when KwaZulu Cash & Carry was established, in the centre of Empangeni, KwaZulu-Natal, South Africa. The company commenced operations as a conventional wholesaler, trading in the essential commodities, such as maize meal, rice, samp, sugar, oil and beans. However, in the late 1970s the company re-positioned itself into complete retailing - supplying the informal market, the bulk consumer and retail consumer. With this new identity the company prospered and in March 1979 a second branch was opened in Empangeni. The company was taken over from the original founders by an independent group of investors in 1988. This was an interesting time for the company as it embarked on a development programme aimed at identifying new store sites in other areas of KwaZulu-Natal. In 1991, a name change was made due to an expansion plan with the desire to branch out into other provinces. All trading stores were then re launched under the name of ‘Boxer Cash & Carry’. East London and Queenstown were the first two Boxer Cash & Carry stores to be launched in the Eastern Cape in September 1995. The next year, the Boxer Cash & Carry concept was further extended to Mpumalanga, with the opening of a branch in Burgersfort. By late 1997, a new corporate identity logo was adopted, and the trading retail name was changed to ‘Boxer Superstores’ to better reflect its role, as a retailer. Flying under the retail radar, Boxer Superstores continued to grow and expand where the company believed it could satisfy consumer needs. At the end of August 1997, the company merged with one of its parent companies, Goss & Co., adding three outlets in the Transkei. In October 2001, Boxer Superstores’ first step into the North-West Province, namely Mafikeng, was taken. The next province that Boxer Superstores entered was Limpopo, in the town of Tzaneen in 2002. In the same year, Boxer Superstores successfully concluded negotiations and announced the acquisition by Pick n Pay. This ideally placed the group in a position to tackle the middle to lower LSM section. 2003 saw the rollout of an aggressive store-expansion programme with seven new store openings across the various provinces. In 2020 Boxer celebrated the opening of its 300th store and 4th Distribution Centre. With the success and expansion of the Superstores brand, Boxer saw an opportunity to develop a new trading division within the company, through the launching of a Boxer Build store in Port St Johns, Eastern Cape in May 2004. Adopting its own identity, the Boxer Superstores logo was uniquely modified to differentiate the builders’ hardware division. The reason for these two logos was to prevent customer confusion and clearly differentiate the supermarkets from the builders’ hardware outlets. Boxer Build outlets can be found in both the Eastern Cape and the KwaZulu-Natal provinces.ANDREW MILLS, the marketing director at Boxer Superstores, says that his job is to ensure that he is inspiring his staff and others throughout the business, while implementing marketing strategies that retain and attract shoppers. Mills matriculated at Kearsney College and then went on to complete a diploma in marketing. Following this qualification, Mills entered the direct sales environment and worked his way up to sales manager. This was a position that he thoroughly enjoyed as he said he was able to inspire and drive his staff. After two years in that position, Mills joined a multinational business in FMCG and he then joined Boxer in the retail industry, where he has been for two decades. He says, "I remember coming into the Boxer reception area, where were a whole lot of people sitting and we were literally lined up like sardines. I was sitting amongst a very mature generation of fantastic candidates and eventually got my chance to go and sit with the then merchandise director Eugene Stoop. I then described my journey up to that point." He explained further that Stoop then asked him the question: "If I was given the opportunity to look after the Boxer brand what would I do?" Mills said that he gave a whole shopping list of things that he believed that he would be able to inject into the Boxer business. "When I finished the interview, I left feeling positive and later that day I received a call from Eugene saying I was hired. I then joined Boxer and 22 years later I have never looked back." He says that the points that he raised in that interview were implemented just three short years later and that he made good on his commitments to the business. Mills describes his job, "I am the brand custodian for the Boxer company, I put together and coordinate the national marketing activities for the greater Boxer business across the different divisions. I also implement marketing strategies that best engage our shoppers and potential new shoppers into our Boxer stores. We are based here in KwaZulu-Natal, we have a business which has close to 250 stores and we've traded for over 40 years, it's a fantastic environment to be in." He says that the management team does not pigeon hole themselves into a particular area of responsibility and that their years of experience mean that they are able to move across all the different portfolios to inject their understanding. "We are a very close-knit unit and the fantastic thing about working for this company and within the Pick n Pay Group is that we utilise our time to inspire, groom and coach others through the company. This company has been a business that really looks at the individual regardless of race, gender or creed, it's about the person and what they are capable of. It's up to us to make sure that we can groom the generations that will follow through to make sure they will take this business into the next few generations with successful healthy leadership." For Mills, one day is never the same as the next which he says is fantastic. "The wonderful thing about Boxer is that there's always a buzz and it's fast paced." He explained that he is the first to come in, in the morning and the last to leave and he travels a lot both locally and internationally. "There is always something happening. You've got to have fun, even if there are deadline pressures or you have to do massive distance or work long hours. You've got to enjoy what you are doing." He says that he is blessed to work alongside some fantastic individuals within his team. Mills added that every single person in his particular department really goes out of the way to excel and perform as well as share their energy with him. Mills concluded, "It's about meeting and inspiring people and getting the opportunity to coach others and groom others. Sometimes just a word or a sentence said to somebody else can inspire them to do their best. By seeing other people and inspiring other people that inspires you to be a better individual, that's a fantastic part of the job within the industry that I operate in." He has always had a passion for marketing and sales and positively influencing other people. ANDREW MILLS, the marketing director at Boxer Superstores, says that his job is to ensure that he is inspiring his staff and others throughout the business, while implementing marketing strategies that retain and attract shoppers. Mills matriculated at Kearsney College and then went on to complete a diploma in marketing. Following this qualification, Mills entered the direct sales environment and worked his way up to sales manager. This was a position that he thoroughly enjoyed as he said he was able to inspire and drive his staff. After two years in that position, Mills joined a multinational business in FMCG and he then joined Boxer in the retail industry, where he has been for two decades. He says, "I remember coming into the Boxer reception area, where were a whole lot of people sitting and we were literally lined up like sardines. I was sitting amongst a very mature generation of fantastic candidates and eventually got my chance to go and sit with the then merchandise director Eugene Stoop. I then described my journey up to that point." He explained further that Stoop then asked him the question: "If I was given the opportunity to look after the Boxer brand what would I do?" Mills said that he gave a whole shopping list of things that he believed that he would be able to inject into the Boxer business. "When I finished the interview, I left feeling positive and later that day I received a call from Eugene saying I was hired. I then joined Boxer and 22 years later I have never looked back." He says that the points that he raised in that interview were implemented just three short years later and that he made good on his commitments to the business. Mills describes his job, "I am the brand custodian for the Boxer company, I put together and coordinate the national marketing activities for the greater Boxer business across the different divisions. I also implement marketing strategies that best engage our shoppers and potential new shoppers into our Boxer stores. We are based here in KwaZulu-Natal, we have a business which has close to 250 stores and we've traded for over 40 years, it's a fantastic environment to be in." He says that the management team does not pigeon hole themselves into a particular area of responsibility and that their years of experience mean that they are able to move across all the different portfolios to inject their understanding. "We are a very close-knit unit and the fantastic thing about working for this company and within the Pick n Pay Group is that we utilise our time to inspire, groom and coach others through the company. This company has been a business that really looks at the individual regardless of race, gender or creed, it's about the person and what they are capable of. It's up to us to make sure that we can groom the generations that will follow through to make sure they will take this business into the next few generations with successful healthy leadership." For Mills, one day is never the same as the next which he says is fantastic. "The wonderful thing about Boxer is that there's always a buzz and it's fast paced." He explained that he is the first to come in, in the morning and the last to leave and he travels a lot both locally and internationally. "There is always something happening. You've got to have fun, even if there are deadline pressures or you have to do massive distance or work long hours. You've got to enjoy what you are doing." He says that he is blessed to work alongside some fantastic individuals within his team. Mills added that every single person in his particular department really goes out of the way to excel and perform as well as share their energy with him. Mills concluded, "It's about meeting and inspiring people and getting the opportunity to coach others and groom others. Sometimes just a word or a sentence said to somebody else can inspire them to do their best. By seeing other people and inspiring other people that inspires you to be a better individual, that's a fantastic part of the job within the industry that I operate in." He has always had a passion for marketing and sales and positively influencing other people.

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Marek Masojada

Africa’s favourite discount supermarket

The fully-fledged retail business we see today as Boxer has carved a very interesting 44-year journey. Throughout its existence, one thing remains true... they were, they are, and they always will be “the people’s champion” fighting for low prices, quality goods and ensuring the upliftment of their respective communities.

This maverick retailer’s journey began in April 1977 when KwaZulu Cash & Carry was established, in the centre of Empangeni, KwaZulu-Natal, South Africa. The company commenced operations as a conventional wholesaler, trading in the essential commodities, such as maize meal, rice, samp, sugar, oil and beans. However, in the late 1970s the company re-positioned itself into complete retailing - supplying the informal market, the bulk consumer and retail consumer. With this new identity the company prospered and in March 1979 a second branch was opened in Empangeni.

The company was taken over from the original founders by an independent group of investors in 1988. This was an interesting time for the company as it embarked on a development programme aimed at identifying new store sites in other areas of KwaZulu-Natal. In 1991, a name change was made due to an expansion plan with the desire to branch out into other provinces. All trading stores were then re launched under the name of ‘Boxer Cash & Carry’.

East London and Queenstown were the first two Boxer Cash & Carry stores to be launched in the Eastern Cape in September 1995. The next year, the Boxer Cash & Carry concept was further extended to Mpumalanga, with the opening of a branch in Burgersfort. By late 1997, a new corporate identity logo was adopted, and the trading retail name was changed to ‘Boxer Superstores’ to better reflect its role, as a retailer.

Flying under the retail radar, Boxer Superstores continued to grow and expand where the company believed it could satisfy consumer needs. At the end of August 1997, the company merged with one of its parent companies, Goss & Co., adding three outlets in the Transkei. In October 2001, Boxer Superstores’ first step into the North-West Province, namely Mafikeng, was taken. The next province that Boxer Superstores entered was Limpopo, in the town of Tzaneen in 2002.

In the same year, Boxer Superstores successfully concluded negotiations and announced the acquisition by Pick n Pay. This ideally placed the group in a position to tackle the middle to lower LSM section. 2003 saw the rollout of an aggressive store-expansion programme with seven new store openings across the various provinces. In 2020 Boxer celebrated the opening of its 300th store and 4th Distribution Centre.

With the success and expansion of the Superstores brand, Boxer saw an opportunity to develop a new trading division within the company, through the launching of a Boxer Build store in Port St Johns, Eastern Cape in May 2004. Adopting its own identity, the Boxer Superstores logo was uniquely modified to differentiate the builders’ hardware division. The reason for these two logos was to prevent customer confusion and clearly differentiate the supermarkets from the builders’ hardware outlets. Boxer Build outlets can be found in both the Eastern Cape and the KwaZulu-Natal provinces.

Full Name of Company: Boxer Superstores (Pty) Ltd Nature of Business: Retail
Services / Products: Groceries, Household Goods, Fresh Product / Service Departments & Value Added Service
Date Established: April 1977
Customer Base: LSM 1- 6 (Lower to middle income)
No. of Employees: Over 23 000
Auditors / Accountants: Ernest & Young
Bankers: FNB
Branches: 369 Superstores total (all formats) 228 Boxer Superstores RSA, 6 Superstores (3 Boxer Liquor) in eSwatini, 96 Boxer Liquor stores in total, 30 Boxer Build Stores in total, 4 Boxer Distribution Centres, 1 Boxer Meat Factory.

VISION
To be the people’s champion for the communities we serve - growing a lifetime of loyalty.

KEY PERSONNEL
Managing Executive: Marek Masojada
Group Executive: Operations: Chris Theron
Group Executive: Finance: David Wayne
Group Executive: Commercial & Marketing: Paul Coetzee
Group Executive: Stakeholder Engagement and
Sustainability: Ntombi Dludla
Group Executive: HR: Ian Bamber
Group Executive: Development: Bryan Butterworth

CONTACT DETAILS
Head Office
Physical Address: 41 The Boulevard, Westend Office Park, Westville, 3630
Postal Address: P.O. Boxer 370, Westville, 3630
Tel: +27 (0)31 275 7000
Website: www.boxer.co.za

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