Finweek - English

Game repositions for the win


game has gone from being one of Massmart’s steadiest performers to accounting for the listed company’s biggest losses over the past two years. Andrew Stein, vice president of Game, talked to finweek about the chain store’s turnaround strategy.

Game celebrated its 50th anniversary this year. Tell us more about the company’s origin.

Alan Hellman and Jack Schaeffer started Game in Smith Street, Durban because they felt that shopping had become a boring and tedious exercise. They conceptualised retailing as a ‘game’ and created an in-store environment where customers could ‘play’.

Characterised by its shocking-pink livery, in-your-face advertising and unprecedented low pricing, the brand found instant success with local consumers,

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