Retail giant Pick n Pay is relaunching its iconic No Name brand as part of a sweeping turnaround strategy aimed at restoring profitability and customer trust following a period of heavy losses and store closures.
The No Name brand – first introduced in 1976 and known for offering affordable grocery staples – is being “radically revamped”, according to CEO Sean Summers.
Inconsistent quality
Summers said the retailer had overhauled the product range after years of inconsistent quality and diluted brand identity. “A lot of work has been done to clean out a lot of the items that were poorly conceived as part of the brand at the time they were put together,” he explained.
He added that several products have been discontinued as the company returns No Name to its roots of quality, simplicity, and value.
Over the next year, customers can expect redesigned packaging, improved product standards, and a clearer in-store identity for No Name. The ultimate goal, Summers said, is to make it “a well-known, leading house brand” – not merely a budget option.
The relaunch is one of several moves under Summers’ leadership to stabilise the group after Pick n Pay reported a R4 billion loss in its 2024 financial year, following the failure of its Ekuseni Strategy.
Since returning as CEO in late 2023, Summers has embarked on a major restructuring programme, including the closure of 59 unprofitable supermarkets – equivalent to around R4 billion in lost sales – to streamline operations and improve efficiency.
Long-term growth
“The optimisation of our store estate has removed a large number of loss-making stores out of the system,” Summers said.
“The smaller store estate allows us to serve our customers better and to support our long-term sustainable growth.”
He emphasised that Pick n Pay is focused on profitability and customer experience, rather than store count. “We are not in a race to see which retailer has the most stores,” he said.
With the No Name revival and renewed focus on core operations, Summers hopes to position Pick n Pay for a stronger, more competitive future in South Africa’s challenging retail landscape.
