Purpose and Strategy

OUR VISION: To be the leading fabric and curtaining specialists. Famous for style, value, quality and ease of shopping.

OUR PURPOSE: A customer is the most important visitor on our premises hence we will endeavor to give the best customer service to all our customers.

We have identified 3 customer promises that are essential to our business:

  • Great choice and value: fantastic quality own-label product at a price that can’t be beaten.
  • Easy and inspiring to shop: an experience that gives our customers ideas, and provides help when they want it, both in store and online.
  • Convenient to buy and return: accessible to all, whether delivered to your home or picked up in store. Products that are easy to buy and simple to return.

Our belief that if we do all of these well, we will be different and better than anyone else in terms of customer experience and fulfill our purpose to help everyone make their house into a home!

Our Customer 1st growth plan

We see significant opportunity for growth within the Boksburg market. One of our key business principles is customer centricity and is what our business thrives on.

Moving forward we’re focusing on reaching more customers with our brand through the introduction of an integrated marketing campaign. We will continue this focus and aim to attract two million new customers. By better understanding their needs, we will increase the frequency of their visits.

The combination of the above measures will drive profitable and sustainable growth in the business. We have made progress on reaching more customers in 2019, and are excited about improving all metrics going forward.



Helping everyone to make their house into a home



Great choice and value. Easy and inspiring to shop. Convenient to buy and return



Bringing in a rainbow nation of new customers through expansion of a new Branch Opening December 2019

The Resources We Use


Our people are passionate about Dubai Centre and committed to helping our customers create a home they love. Our deep product knowledge and friendly service helps create and enhance our leading customer proposition.


We have grown up with many of our committed suppliers, and we also build open and trusted partnerships with new suppliers and in the communities where we operate. The strength of our relationships and the way we work together allows us to continually improve Dubai Centre for our customers.


The Dubai Centre brand is known and trusted by thousands  of SA consumers, for choice, value, quality and style. We’re working hard to build awareness of Dubai Centre so that those customers who don’t yet know us or shop with us, can access our leading product ranges and friendly service.


We’re a business that has invested in appropriate systems and capabilities that provide a solid platform for growth. Our store network is not oversized and the highly cash generative nature of our business allows us to reinvest for growth.