Pick n Pay is relaunching its well-known No Name range as part of CEO Sean Summers’ renewed push to restore profitability and sharpen the retailer’s value offering. The move follows a tough 2024 financial year, in which the group reported a R4-billion loss.

Originally launched in 1976, No Name became a trusted budget-friendly brand for South African households and now spans more than 3,000 items. Summers says not all products have lived up to expectations, and a major cleanup has seen weaker lines removed. The refreshed range aims to compete directly with the country’s strongest private-label brands, repositioning No Name as a “leading house brand” rather than a cheap alternative.

The revamp aligns with broader efforts to simplify operations and focus on profitable growth. Since Summers’ return in 2023, Pick n Pay has shut underperforming outlets, closing a net 59 supermarkets and cutting about R4-billion in unprofitable sales. The CEO says the streamlined footprint will improve efficiency and service, adding that “retail isn’t about who has the most stores.”

Signs of recovery are emerging. In the six months to August 2025, Pick n Pay’s headline loss narrowed to R439-million from R804-million, and trading profit increased by R227-million. A recapitalisation through a rights issue and the separate listing of discount chain Boxer strengthened the balance sheet. Boxer’s strong 13.9% turnover growth helped lift total group sales by nearly 5%.

Despite progress, the core Pick n Pay division is expected to remain in the red through 2026 as the group continues investing in systems and store execution. Analysts see the No Name relaunch as a key test of how effectively the retailer can win back cost-conscious shoppers while rebuilding trust in one of South Africa’s most familiar brands.

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