HomeChoice International PLC (HIL) is an investment holding
company incorporated in Malta and listed on the JSE Limited. Through its
operating subsidiaries, HomeChoice and FinChoice, the group sells innovative
homewares merchandise, personal electronics and loan products to the rapidly
expanding middle-income market in southern Africa through mail order
(catalogue), electronic channels (Internet and mobile phone) and call centres.
The group was restructured during 2014 to facilitate
expansion outside South Africa, a further step towards achieving its ambitions
of becoming a pan-African retailer. HIL was established as an offshore holding
company and was listed in the General Retailers sector on the JSE Limited in
December 2014 with a market capitalisation of R3 billion.
The group has 3 operating segments:
HomeChoice is an omni-channel home shopping retailer offering an extensive
range of household textiles and homeware merchandise on credit through a convenient
shopping experience, together with a home delivery service. The product
offering has broadened under the FoneChoice brand to include personal
FinChoice is a niche provider of unsecured personal loan products to HomeChoice
customers with good credit records. FinChoice leverages the HomeChoice customer
database and marketing platforms to acquire loan customers at low cost and
predictable repayment behaviour. The business focuses on short term and
The group owns the head office building and a centralised distribution centre
in Cape Town, as well as additional land adjacent to the head office which is
currently being developed into a new call centre facility.