#SAFranchiseFriday featuring Décor Express

BACKGROUND
Décor Express is a proudly South African company bringing a new look and feel to the home decorative products market. The concept was founded by friends Heyns Schoeman and Willie Prinsloo who decided to start their own retail chain. From the outset the intent was to expand their concept to all corners of South Africa, making their products conveniently available for all. Working together, the dynamic duo opened seven privately owned stores before selling their first two franchise stores in July of this year.

Cornice Warehouse is the holding company for Décor Express and owner of the Décor Express trademark under whose authority franchise agreements will be issued.

THE CONCEPT
Décor Express franchisees own and operate a full-service Décor Express store, trading under the Décor Express trademark which offers them access to the franchisor’s proven procedures and trade secrets.

Décor Express specialises in PVC ceilings and a wide range of home decorative products. Stores are decorated  so as to conveniently display all the finishes available to home owners to achieve their dream home finishes. PVC ceilings, for example, are displayed with matching cornices and breathtaking lightfittings. Outlets also stock a wide range of 3D wall art, dado- and curtain rails, blinds and flooring products.

The customer base incorporates the general public, contractors and developers.

A typical Décor Express outlet occupies between 80 and 150sqm. The franchisor will assist franchisees with site selection or offer them the option of an existing store. While the final venue must be mutually agreed upon by the franchisor and franchisee, the site should offer visibility and signage exposure, accessibility by vehicle and foot traffic, and ample safe parking facilities.

FRANCHISOR SUPPORT
The franchisor assists with the initial set-up of every new Décor Express outlet. Once a location has been agreed the franchisor will assist in planning the layout and shopfitting the store to ensure that it adheres to current standards and regulations. Additional training and operational guidance is provided by the franchisor’s technical and marketing support team. But perhaps most important is the assistance the franchisor provides in locating contractors and developers as they are vital to the trade success of an outlet.

Prior to opening of a new outlet the franchisee must complete the extensive Décor Express training at a head office nominated outlet.

The franchisor provides the initial allocation of marketing leaflets and is responsible for ongoing group advertising on billboards, street poles and newspaper advertising.

FRANCHISEE PROFILE
The key qualities of a successful franchisee include the ability to manage and participate in a high energy sales and marketing environment and a system-oriented approach. Franchisees must have a professional approach to providing efficient and enthusiastic customer service.

SNAPSHOT
History
Founders: Willie Prinsloo & Heyns Schoeman
Year founded: 2013
Area of origin: Pretoria, Gauteng
Directors: Willie Prinsloo & Heyns Schoeman

Network
1st SA franchise opened: 2016
Number of SA outlets: 8

Financials
* Amounts quoted are VAT exclusive
Average set-up cost: R450 000 (incl R70 000 stock)
Initial joining fee: R75 000
Average monthly turnover: On request
Achievable gross margins: On request

Franchise agreement
Management fee: 6% of gross sales
Marketing fee: 3% of gross sales, minimum R2 500 pm
Agreement term: 5 Years
Renewal term: 5 Years

WANT TO KNOW MORE?
Contact: Heyns Schoeman on +27 12 943 8007 or heyns@decorhyper.co.za
www.decorhyper.co.za