The company was founded in 1993 on the premise of bringing the lowest possible prices to consumers. Almost two decades down the line, and with the title of biggest audio and visual warehouse in Africa and the Southern Hemisphere to its credit,
HiFi Corporation has cemented its position as the market leader in its field, offering the wildest product range and the lowest prices.

It’s off the back of this that the company has strategically repositioned itself to offer customers something more than just the best price; it’s now looking to differentiate itself in the market through specific, customer-centric service offerings.

The company has moved beyond a purely price-based value proposition to offer customers a more informative, valuable and relevant shopping experience. It aims to be SA’s one-stop shop for electronic and electrical goods with the widest range of products available at everyday low prices, complemented by knowledgeable staff that can help customers make informed purchasing decisions. Simply, it’s tech shopping made easy.

The company has updated its identity in line with this new positioning. This has included shortening the name to HiFi Corp, evolving the existing logo to mirror the new focus, and adopting a new brand promise.

HiFi Corporation was most commonly referred to by customers and staff as HiFi Corp, so it made sense to shorten the name, which also more accurately reflects the down-to-earth and approachable brand that it is. This sentiment is also carried through to the new logo, which is progressive yet approachable at the same time. The logo simply evolved the identity to ensure it could live in a high-street brand environment.

HiFi Corp developed a new brand promise – ‘switched on’ – which demonstrates our commitment to talk to customers in a language they understand, remain relevant and up-to-date, and instil a sense of confidence in customers. Switched on means we truly understand our customers’ needs and truly understand our products, and offer an excellent service in between that bridges the gap between the two.

All HiFi Corp stores will eventually reflect the rebrand, with a new in-store look and feel supporting the new positioning. To this end stores will offer an easily navigable, uncluttered experience, with informative point of sale material and knowledgeable staff contributing towards empowering customers.

The first new-look store was unveiled will be the new Centurion HiFi Corp, which opened its doors on 26 August 2011.