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The HomeChoice Group is a leading credit-based direct marketing retailer selling homeware merchandise and financial services to the expanding urban middle-income mass market in southern Africa.

Established in Cape Town in 1985, the group has evolved from a start-up mail order business into a multi-channel direct marketer with a customer base of more than one million people. Marketing channels include direct mail through the catalogue, electronic channels such as the Internet, mobile phone and electronic mail, and telemarketing through inbound and outbound call centres.

Retail HomeChoice offers an extensive range of household textiles and homeware merchandise with a home delivery service. Credit is available on terms of six, 16 and 24 months.

FoneChoice, a direct-marketing start-up business, sells laptop computers and mobile smartfones on credit to HomeChoice customers on terms of 24 and 36 months.

Financial services FinChoice is a niche provider of unsecured personal loan products solely to HomeChoice customers with good credit records. Loan terms range from one to 24 months.

Our customers We operate throughout South Africa, as well as in Namibia, Botswana, Swaziland and Lesotho. FInChoice offers personal loans to South African customers only.


Our group vision To continuously leverage our data and direct marketing expertise for sustainable growth in a complex and rapidly expanding consumer finance environment.
The HomeChoice vision To be our customers' most trusted and exclusive homewares retailer, helping them to easily realise their décor dreams.
The FinChoice vision To be our customers' most trusted and flexible financial partner, enabling easy access to affordable products.
Our employee vision To be empowered, respected, challenged and recognised for the unique contribution we make.
Our shareholder and sustainability vision To achieve consistent long-term real growth and an outstanding return on equity while making a significant contribution to our community.
Our values We have adopted five key values that underpin the way we think and do business:
Customer delight - We will put our customers first in everything we do.
Excellence - We will continuously assess, adapt and improve while being accountable and professional.
Integrity - We will be transparent in our dealings, upholding moral, legal and ethical codes.
Teamwork - We will be united in purpose and action, turning our diversity, skills and experience into a source of strength.
Innovation - Through our courage and initiative, we will identify and implement new opportunities and ideas that will successfully shape our future.