Its vision is to be the first choice of consumers seeking top quality, guaranteed products. Its customers are serviced from its retail network of 111 stores located throughout South Africa and that offers the discerning South African consumer a unique shopping and after-sales experience.

It has a further differentiator, being the only South African furniture retailer that extends an internally underwritten “Two year guarantee” on its high-quality furniture, home improvements and appliances. Its value proposition is strengthened by Morkels’ continuous pursuit of new initiatives to enhance customers’ shopping experience, creating an ambience that differentiates the Chain from its competitors.

To monitor and measure the quality of in-store service, Morkels conducts frequent surveys. Confirming the success of its Art of Service initiatives, Morkels was ranked fourth in the Furniture Retail category of the 2011 Ask Afrika Orange Index® Service Excellence Benchmark.