By Melody Korongwe
Best Before, the retail chain known for its heavily discounted food and personal care products, has opened a new location in Centurion, Gauteng.
This expansion forms part of the company’s broader strategy to disrupt the South African retail market by offering everyday items at significantly lower prices than major competitors such as Pick n Pay and Checkers.
Founded in 2017 by Mark Gordon and Alain Soriano, Best Before’s business model is built on selling quality, short-dated, and past-dated products.
Importantly, the company emphasizes that it does not sell anything beyond its use-by date, sourcing its stock from reputable suppliers with strict quality control measures.
In addition, the retailer negotiates favorable pricing directly with producers, ensuring that savings are passed on to customers.
A Growing Footprint Fueled by Demand
The new Centurion store, located in the Centurion Lifestyle Centre, has already proven to be a success. It is one of the largest outlets in the company’s portfolio and, according to Gordon, attracted thousands of shoppers in its first few days of trading.
Consequently, this strong turnout highlights the growing consumer demand for more affordable shopping options in South Africa.
Supporting this observation, BusinessTech’s visit to the new store confirmed its popularity.
Shoppers were actively supporting Best Before despite the presence of a flagship Pick n Pay Hypermarket in the same centre.
The key attraction remains the pricing—Best Before’s deals typically offer discounts ranging from 20% to 40% compared to its larger rivals.
As a result, many customers have adopted a split-shopping strategy: they buy their discounted food and household essentials from Best Before, then visit larger retailers for products that the new store does not stock.
This trend further reinforces Best Before’s role as a value-focused shopping destination.
What’s on Offer?
Beyond its core range of discounted local goods, Best Before has recently introduced a variety of unique imported products.
Among these new offerings are popular international brands such as Mountain Dew, Oshee, Toblerone, and Hershey’s, alongside trusted South African staples from household names like Koo, Bokomo, and Willards.
Furthermore, the company’s rapid expansion which includes new stores in Johannesburg and a recent opening in Pretoria demonstrates its ability to respond effectively to the increasing consumer appetite for affordable groceries.
According to co-founder Alain Soriano, this ambitious growth is being driven by surging demand, and the early success of the new Centurion store signals a bright future for the brand.
- Best Before Opens New Centurion Store, Challenging Pick n Pay and Checkers with Low Prices
- Local Shops Outpaced Supermarkets as Consumers Flocked to Spazas and Taverns
- Mirinda Welcomes Red Apple and Raspberry to the Family
- Kroger to close dozens of unprofitable stores in strategic restructuring
- Vendors defy ban on second-hand goods as government pushes formalization
