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November 18, 2011

Clothing retail chain Edgars Stores Limited has rebranded Express and Express Mart to Jet Stores, one of South Africa’s  leading clothing line.

Edgars Stores Limited group managing director Linda Masterson said the rebranding of Express and Express Mart was a Zimbabwe franchise initiative aimed at giving consumers value for money and attracting additional customers.

“Lots of Zimbabweans have been travelling to South Africa and other surrounding countries to purchase Jet products. What we have done was basically bringing the Jet brand to Zimbabwe,” said Masterson.

“Simply we are rebranding Express and Express Mart to Jet Stores and this will allow us to provide service for our customers’ changing needs.”

Jet is one of the largest clothing retailer in Southern Africa, with more than 321 outlets across South Africa, Botswana, Lesotho, Namibia and Swaziland. It has been voted South Africa’s favourite retail brand.

In a statement yesterday, Edgars said the new Jet brands and concept will be rolled out to customers nationwide in the coming months.

“We will introduce focused merchandise assortments that cater for our customers’ different lifestyles, offering a wide variety of products at even better prices, providing more styles for lesser prices,” said Edgars Stores Limited.

Edgars said the response to new brands that have been tested in all Express and Express Mart stores have so far been excellent.

“We will to continue phasing out our old brands and labels to make way for the new, providing our valued customers with continuity on wanted products lines whilst improving the assortments our customers are voting for.”

She said the new brands, sourced locally, will give our customers the fashion, style and price that they are looking for.

The group intends to widen the Massumi and Enzo lines while introducing new brands like Legit, Network, Niara, Revolution, Nxt Generation, Jet Essentials, Jet Girl and Jet Baby.

It also intends to retain ladies separates and suits under the new name JClassics and Mum2be.

As part of the changeover progress, Edgars will phase out the Express Mart cash card by year-end.

Source: NewsDay