The brand has now cemented its position in the market since its repositioning in 2001, and caters to its aspirational target customers at the entry level and mass middle market. Price 'n Pride operates from 131 stores nationally, offering excellent service, affordable products and added value to its customers.

The chain's strategic imperative is to improve its customers' lifestyle by providing an affordable range of quality merchandise and services in a caring, respectful and honest environment, through exemplary levels of customer service provided by competent and proud employees.