Rethinking retail spaces

Rethinking the role of retail spaces in South Africa

By Itumeleng Mothibeli, Managing Director Southern Africa, Vukile

At Vukile, our success is defined by the strength of our connection with the communities we serve. As Managing Director Southern Africa, I’ve come to see that retail is about more than transactions—it’s about creating spaces where businesses and people thrive together, building communities, and growing value.

I am passionate about the community, and I often speak about how Vukile operates in a way that breaks down barriers. I believe we must figuratively drop our fences to authentically become part of the communities around our retail centres—integrating with the local environment and making a meaningful impact.

In this article, I reflect on ten key insights from our journey towards empowering communities while ensuring sustainable growth.

1. Hiring local One of the biggest strengths any retail centre can have is its people. By hiring local managers, we ensure that our centres don’t just exist in the community—they become an extension of it. I’ve always believed that understanding the culture, history and needs of a community starts with those who know it best. Hiring local people gives us access to invaluable local knowledge, which has shaped how we operate. Nothing replaces the insight gained from those who live in the communities they serve.

2. Aligning vision and mission Vukile’s success rests on aligning our vision and mission not just with our internal teams but with the communities we serve. Over the years, I’ve found that the most effective business decisions come from understanding that retail should be driven by people, not products. The customer’s needs dictate everything we do—from tenant mix to store layout. This alignment, from our vision down to operational decisions, is what keeps us relevant and very responsive in a rapidly changing retail environment.

3. Community Forums We view our Vukile retail centres as more than shopping destinations—we think of them as hubs of community activity. Through our creation of Community Forums, we’ve found an impactful way to stay connected and let the community drive their own priorities. This long-term success comes from listening to communities and empowering the civic leaders to make decisions about what matter most to them. We’ve seen this firsthand in Dobsonville and Daveyton, where local input has transformed the retail experience and contributed to long-term loyalty.

4. A culture of learning At Vukile, we embrace a learning culture where ideas can come from anyone, regardless of role. It’s a philosophy that has allowed us to be adaptable, to respond to changes quickly, and to constantly refine how we support our tenants. Our success lies in how we’ve allowed community feedback to shape the way we operate, enabling us to create retail centres that meet local demands, rather than impose outside expectations.

5. Supporting local entrepreneurs We believe that retail spaces should reflect the culture and creativity of their surroundings. In many ways, supporting local entrepreneurs has become a key differentiator for us. Kiosks in our centres have enabled us to support the rise of small businesses, offering everything from traditional foods to unique local products. Vukile has shown that together we can create spaces where formal and informal businesses thrive side by side. This approach supports local growth and enriches the diversity of the retail environment.

6. The Vukile Retail Academy The Retail Academy represents the bridge between informal traders and formal retail, helping to reduce barriers that prevent small businesses from scaling. I’ve seen how mentorship, combined with practical business support, can transform entrepreneurs who might never have had the opportunity to enter formal retail. The Academy is about creating a lasting impact while giving small businesses the tools and confidence to succeed in a competitive environment.

7. Community-centric projects In every community we serve, Vukile invests in projects that go beyond the bottom line. Whether it’s funding bursary programmes in Phoenix or supporting local cultural traditions in Limpopo, these initiatives represent a core part of our commitment to social upliftment. I believe that sustainable retail is only possible when you invest in the community’s future, not just its present needs.

8. Reflecting heritage in design

Successful South African retail is not just about being focused on “pushing product”—it’s about creating spaces that reflect the heart of the community. At Vukile, we try to ensure where possible that our centres integrate local culture and history. Whether it’s incorporating the Basotho hat in our Maluti Crescent mall or honouring local boxing champions, we strive to make our centres a true reflection of the community’s identity.

9. Creating sustainable impact To ensure our community interactions are impactful, we focus strategically on long-term sustainability. The success of Vukile initiatives like the Retail Academy and Action Breaks Silence shows that with the right approach, we can drive lasting change. For me, the most meaningful feedback we receive is when community members tell us they feel seen. That is the essence of what we do—creating spaces that improve lives.

10. Building trust through authenticity Vukile’s community engagement is built on the foundation authenticity. The communities we serve expect transparency, and we hold ourselves accountable to that standard. Trust comes from years of aligning what we say with what we do. Our goal is to keep building on that foundation, ensuring that Vukile remains a trusted partner to the communities we engage with.

As I reflect on Vukile’s journey, I see that success is not just measured in numbers or profit margins. It’s measured in the relationships we build, the communities we uplift, and the long-term value we create for people. Moving forward, we will continue leading with purpose—ensuring that Vukile remains a positive force for transformation, strengthening and supporting the diverse communities we serve