Lights, Camera, Action: We Are EGG Officially Launches in Joburg
Updated: September 17, 2026
Johannesburg, South Africa — Johannesburg’s fashion and creative scene came together as We Are EGG officially celebrated the launch of its Rosebank store at The Zone @ Rosebank.
The experiential department store welcomed more than 650 guests for an evening centred around fashion, music, culture and some of the biggest names in South African entertainment.
Originally opened in October 2022, the Rosebank location was created as a lifestyle destination bringing fashion, beauty, home, jewellery, food and entertainment together under one roof. The 3,000-square-metre space was designed specifically with the Joburg customer in mind.
A Night of Fashion, Culture and Entertainment
The launch brought together a who’s who of South Africa’s fashion and entertainment industries.
Among those in attendance were television personalities Candice Modiselle, Angel Sithole, Thandy Matlaila, Cedric Fourie, Jason Willemse and Sipho Eric Ndlovu, alongside media personalities Kim Jayde, Taryn Louch and Luthando ‘Lootz’ Shosha.
Artists Leanne Dlamini and Gigi Lamayne also attended, while former Miss South Africa Shudufhadzo Musida and newly crowned Mrs South Africa Palesa Matjekane joined the celebrations.
Award winners Yaya Mavundla and Tumi ‘Itumeleng’ ‘Powerhouse’ Mokwatlo brought the fashion, while designers Paledi Segapo, Hangwani Nengovhela, Sello Medupe and Craig Jacobs showed their support for the new retail destination.
We Are EGG brand partners Amanda du-Pont of Lelive and Roxy Burger of The Piercery were also among the guests.
We Are EGG Brings Local and International Brands Together
At the heart of the concept is a carefully curated selection of fashion, beauty and lifestyle brands.
The Rosebank store launched with more than 150 brands, with contemporary South African labels making up a significant part of the offering. Contemporary reporting at the time stated that approximately 85% of the brands were South African-owned.
The mix included names such as Rich Mnisi, Crystal Birch, Diane Paris, PUMA Select, Converse, New Balance, Birkenstock, The North Face, Lelive Africa, Swiitch Beauty, SKOON., Granadilla, Rosey & Vittori, Crocs and UGG.
Rich Mnisi’s presence was particularly notable, with the Johannesburg store representing the designer’s first physical retail offering at We Are EGG.
Rather than positioning itself simply as another fashion retailer, We Are EGG was designed as an experiential space — bringing independent South African brands together with established international names.
More Than a Department Store
The Rosebank concept was built around the idea of retail as an experience.
Alongside men’s, women’s and children’s fashion, We Are EGG incorporated beauty, home and jewellery, as well as a coffee shop and restaurant offering.
The concept drew comparisons with London’s Selfridges, with the founders describing the Rosebank location as a modern department-store experience created around the needs of Johannesburg’s increasingly connected consumer.
The store was founded by retail entrepreneurs Paul Simon and Arie Fabian, in partnership with Old Mutual. The original We Are EGG opened at Cavendish Square in Cape Town in December 2020 before the concept expanded to Johannesburg.
Inside the Launch
Guests were welcomed by Simon and Fabian before the evening moved into a mix of live entertainment, DJs, fashion and food.
The Jägermeister Brass Cartel was one of the night’s entertainment highlights, while DJs kept the atmosphere moving throughout the launch.
Guests were also given an early taste of MAMASAMBA, the restaurant concept that was preparing to open at the Rosebank location.
The result was less traditional department-store opening and more a celebration of Johannesburg’s fashion, music and creative community.
We Are EGG’s Rosebank Brand Mix
The original Rosebank launch featured an extensive mix of local and international labels across fashion, footwear, beauty, accessories, home and lifestyle.
Among the brands featured were:
A Love Supreme, Allegra, Altessa Altamura, ANEA, Armo Accessories, Art Gazette, Artclub and Friends, Asatsi, Ascend Label, ASCH, Beautique, Birkenstock, Black Betty Design, Blink and Co, Bloom Space, Bodyography, Buddahlexi, byCARA, Cacatoès, Cape Island, Chairman Home, Chantelle, Colour Correct, Converse, Cosi Wear, Crocs, Crystal Birch, Cultish, Cultish Kids, Culture of Brave, Dan Fuller, Dash, Dear Lola, Design Essentials, Deus ex Machina, Diane Paris, Eleven 2 Skincare, Fieldbar, Float, Flormar, Freddywear, Fuata Moyo, Funko, Glow Theory, Goodleaf, Grace The Brand, Granadilla, GrecianGems, Greenmouse Africa, Gypsy By Gill, Habits, Hamethop, Happinest Neon, Happy Socks, Hermosa Flor Cosmetics, House of Machines, Hunter Boots, Janine Binneman Jewellery Design, Kalo Kids, Kecks, Kiira Jewellery, KOIKOI Clothing, Lamy, Larrie London, Larsen & Co, Lauren Clark Designs, Lelive Africa, Lily Label, Limited Run, Lindy Lin, Lock and Stone, Lotis Beauty, Lullu, Lumi Glo, Luminary, Luxe by Alize, Luxe Loft, Me & B, Meraki Jewellery, Michelle Ludek, Morgan Taylor, Mystic Moon, Nette Rose, New Balance, On The Move, Oola Skincare, Pina Jewels, Play #everydaywear, Polaroid, Polished London, Pomegranate Wellness, PUMA Select, Raimondo Jewels, Rato, Reset by Jane, Retinol by Robanda, Rialheim, Rich Mnisi, Rithm, Rookie, Rosey & Vittori, Sadie Bosworth Atelier, Saine Organic Self Care, Shankara, Silki, Skelcore, SKOON., Skullcandy, SOL SOL, Spirit Jewellery, Stance Socks, Standard Beauty, Standard Beauty Studio, Stephen Pikus Design, Stiebeuel, Stila Cosmetics, Sugar Dot, Sweet Bonbon Bracelets, Swiitch Beauty, Symbols on Silk, Taschen Books, Tesh Beauty, The Blonde Chaos, The Fitz, The Lot, The North Face, The Piercery, Tracy B, True Design, UGG, Veldskoen, VRVO Designs, Yawa, YEARN Skin, Yoto Moto, Zeitgeist, Ziba Styles and Zoja Designs.
We Are EGG Rosebank
The Rosebank store was positioned as a meeting point between fashion, retail and South African creativity, giving emerging and established brands a physical platform alongside international labels.
Its launch reflected a broader shift in Johannesburg’s retail landscape, with Rosebank increasingly becoming a destination for fashion, food, art, culture and lifestyle experiences.
For We Are EGG, the Johannesburg expansion marked another step in building a retail concept around discovery — where shopping is as much about the environment, brands and culture as it is about the products themselves.
We Are EGG — Quick Facts
Location: The Zone @ Rosebank, Johannesburg
Store: We Are EGG Rosebank
Size: Approximately 3,000m²
Brands: More than 150 at launch
Local ownership: Approximately 85% South African-owned brands
Founders: Paul Simon and Arie Fabian
Original store: Cavendish Square, Cape Town
Rosebank launch: 2022
