Above: Nazim Cassim, chief executive of Eurohome.
There’s a new kid on the block with regards to kitchen appliances – and their store in uMhlanga is all about curating a multi-sensory experience that is more than just another retail shop. Pop in today and see for yourself.
Just like many of his customers, Nazim Cassim, chief executive of Eurohome, prioritises health and nutrition as well as sustainability. All are synonymous with the Beko brand that is central to the Eurohome store at The Crescent in uMhlanga and integral to the way that he sees the modern-day kitchen evolving into the true heart of the modern-day home.
Beko, although new to South Africa, dates back to 1955 and is Europe’s number one large appliance brand. “Beko uses smart, flexible, efficient technology and products to create solutions to everyday challenges. The brand focuses on innovation to not only make customers lives better but to help them to contribute towards sustainability while tackling everyday tasks,” he says.
After 30 years in a corporate, retail environment Cassim headed in a different direction. “In 2017, I had an opportunity to do something that I’d always wanted to do – curate a multi-sensory experience that is far more than just another retail shop,” he explains.
It was a long, two-year journey. Based on a strong relationship with Turkish Arçelik group, which owns both homegrown appliance brands Defy and Beko, Cassim contemplated bringing the brand to South Africa in September 2019. He planned to open the first shop in Gauteng in March last year. Due to Covid, all was put on hold.
In September 2020, the venture was resurrected only to be put on ice once more when Covid reared its head again, creating factory delays in Europe and making it difficult to get goods to South Africa. Finally, all went ahead and the uMhlanga store became a reality in August this year.
“What I planned was an immersive brand experience. It’s got to be theatrical. Every product in the store is working. We have three interactive kitchens here and, over the weekends, we have chefs cooking, doing demos. Because our brands are centred around health and wellness, we have an arena where nutritionists or dieticians can give advice.”
Other interactive events planned for the store include pizza making competitions for mothers and youngsters and even yoga classes. The idea is for the outlet to feel more like a home than a retail store.
In essence, Eurohome makes real-life issues such as energy and water-saving part of everyday life. But, while most retail stores’ white goods departments are showrooms, this one is actually a real-life demonstration of how the range of products forms an integrated ecosystem that saves electricity and water whilst improving the quality of storage and nutrition.
While most of today’s kitchens feature a conglomeration of different brands and appliances, the kitchen of tomorrow will feature an interactive range of the same branded appliances – in short, a complete Beko kitchen.
The fact that Beko is best described as an affordable premium brand that offers features delivered by top brands at an accessible price point makes that even more feasible, he points out.
Products are delivered and fitted and also carry three-year warranties.
“I like the whole idea behind the Beko brand. I am personally involved with health and wellness and have interacted with it. Its values are my values. That’s what inspires me,” he says.