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Yuppiechef
South African kitchen and homeware online retailer From Wikipedia, the free encyclopedia
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Yuppiechef is an online retailer of kitchen and homeware products, based in Cape Town, South Africa.[1]
Originally run from Smith's home, Yuppiechef was one of a few experimental e-commerce projects initiated by the co-founders, who were running a web development agency at the time. Initially, the first Yuppiechef deliveries were packed and shipped from Smith's lounge.[2]
In June 2008, Paul Galatis, a high school friend of Smith's, joined the company as its third partner and assumed the role of Marketing Director.[3]
In 2010 Yuppiechef won a gold Loerie and gained significant media attention through guerrilla marketing that made use of a national marketing campaign by retailer Woolworths called ‘Woolies Lovebirds’.[4][5][6][7] A misspelled URL on Woolworth's marketing material, allowed them to register the URL, and post a ransom note asking that Woolworths match any donations by Yuppiechef's customers to a local charity they supported at the time.
Known for their handwritten cards[8] and fanatical customer following,[9] Yuppiechef is considered one of the pioneers of e-commerce in South Africa[10] and has been named the best eCommerce store in South Africa from 2010 - 2015.[11][12][13][14][15][16]
Twelve years after starting its online store, Yuppiechef opened its first brick & mortar stores in Cape Town and Johannesburg.[17] In October 2017, the first of their physical retail stores was launched.[18] The company has subsequently opened two more stores in Cape Town.[19] Yuppiechef is now headquartered in Westlake Business Park, from where they also operate a store.
Yuppiechef was sold to Mr Price in 2021 for an undisclosed amount.[20]
Smith and Dryden launched their next business, Brave Hardy, in 2023 [21]
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