South African retailer Massmart has acquired appliance brand Eiger, as part of its move expand its Retail Brand (private brand) portfolio. Eiger appliances are now available in-store and online at Makro, Game and Builders stores. While the brand has been available at a number of other retailers up until this point, the acquisition will see it becoming exclusive to Massmart retailers.

The acquisition follows Massmart’s analysis of South Africa’s appliance market

“Through our ongoing research, we identified a clear gap in South Africa for a brand of well-priced, beautifully designed small appliances that not only have all the features customers expect in a premium product, but also add to the aesthetic appeal of their kitchen countertops,” says Trevelyan Hall, group private brand merchandise executive at Massmart.

“This led us to Eiger, a relatively new brand in the market which has earned excellent reviews from customers since it launched.”

Eiger sells products such as air fryers, smart scales, blenders, irons, and coffee makers.

The group notes that even with rising pressure on household budgets, research shows that small appliances are still viewed as a necessity by the South African consumer. “As cooking oil prices rise, for example, the air fryer remains a popular item with customers and is now seen as a staple item in the kitchen,” says Hall.

To add additional value, Massmart notes that Eiger promotes a healthy modern lifestyle by offering free recipe books and meal planning templates to customers.