Reimagining retail by egging on inclusivity and originality


Reimagining retail by egging on inclusivity and originality

A revolutionary store concept which brings smaller retailers into a corporate space has opened in SA

Emma Jordan

Introducing himself, Paul Simon does the elbow bump and dives straight in: “I wake up at 3am and I’m not sure if what I’m doing is genius or madness.” What he is doing is smiling from ear to ear, so whether it’s brilliant or balmy he’s definitely having fun.

Simon, a serial entrepreneur, has partnered with fellow master retailer Arie Fabian to open a revolutionary shopping concept. Called We Are Egg, ( it’s a collaborative space that evolved from Simon’s original YDE concept.

“In some ways it’s like YDE times 50,” says Fabian. “Yes,” agrees Simon, “but I’ve taken all those learnings and reimagined them into an offering that is as equally vital for today’s corporate landlords as it is for the country’s smaller creative retailers.”..

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