By Melody Korongwe
In 2023, the Zimbabwean retail landscape began to shift. Edgars, one of the country’s largest clothing retailers, initiated a leadership overhaul in an effort to adapt to the challenges facing the sector. However, this move would prove to be too little, too late.
By 2024, Edgars was reporting a substantial trading loss of ZWL46.3 billion, compared to a profit of ZWL36.9 billion in the previous year.
The company also saw a massive operating loss of ZWL81.2 billion, mainly due to net foreign exchange losses and ongoing economic instability.
Also in 2024, Truworths, another retail giant, entered corporate rescue proceedings and was forced to sell its assets for a nominal sum of one dollar. This marked the beginning of the end for Truworths, which would eventually see its market capitalization fall to effectively zero.
As the retail giants struggled, informal retailers began to gain ground. These traders, often operating from flea markets or street stalls, offered affordable prices and a wide range of products, making them a popular choice for price-conscious consumers.
By 2025, the informal retail sector in Zimbabwe had grown significantly, with an estimated 60% of the population now shopping at informal markets. This shift in consumer behavior had left traditional retailers struggling to adapt.
“Competition from informal retailers is a major challenge for us,” admitted a spokesperson for Edgars.
“They don’t have the same overhead costs as us, so they can offer lower prices. But we’re working hard to stay competitive, by offering high-quality products and excellent customer service,”he added.
Despite the challenges facing the retail sector, one retailer was bucking the trend. Mimmie Boutique, a charming boutique nestled in the heart of Makoni, Chitungwiza, was thriving.
Owner Memory Mtisi took pride in getting to know each of her customers by name and engaging with them on social media.
“I love engaging with my customers on social media,” Memory said. “It’s a great way to stay connected, share tips and advice, and build a sense of community around my brand.”
This personalized approach had earned Mimmie Boutique a loyal customer base.
“I love shopping at Mimmie’s because Memory always makes me feel like I’m part of the family,” said Tafadzwa, a loyal customer.
“She’ll often set aside pieces she thinks I’ll love, and her styling advice is always spot on.”
Mimmie Boutique also hosted regular in-store events, from fashion shows and trunk sales to workshops and styling sessions.
“I’ve attended several events at Mimmie’s, and they’re always so much fun,” said Nomsa, a customer who had been shopping at Mimmie’s for years.
As the retail landscape in Zimbabwe continued to shift, Mimmie Boutique remained poised for success. By focusing on personalized customer experiences, community engagement, and supporting local talent, Memory Mtisi was revolutionizing the retail game.
Melody Korongwe is a driven and ambitious journalist with a strong passion for storytelling. Holding a Bachelor’s Degree in Journalism, Media, and Broadcasting from the University of Zimbabwe, she possesses a solid foundation in newswriting and media principles. With a keen interest in contributing to the media industry, Melody is dedicated to leveraging her writing skills to produce high-quality content. She can be reached at melodykorongwe4@gmail.com or +263 786 640 520
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