(26 Apr 2014)



Hirsch’s, a name synonymous with service and brand excellence has taken the home appliance world by storm! An appliance repair man who unwittingly became an entrepreneur, Allan Hirsch and his wife Margaret started their family run appliance business in a tiny showroom in Umhlanga Rocks Drive, Durban, in 1979 with just R900 that they had saved.

Today Hirsch’s has grown into a chain of mega appliance and home furnishing stores in KZN and Gauteng. Allan wants to top the R1 billion turnover milestone by 2012. The Hirsch’s started off small, but built a strong base of customers over the years, first with repairs and second-hand repaired appliances and then into a fully fledged appliance retailer. Hirsch’s is very much a family run business with all four members of the Hirsch family involved in day to day operations. Over the years, Margaret, the Managing Director of the company, has seen potential where most people see obstacles. When microwaves first hit the South African market, Margaret mastered the product, and saw an opportunity to provide an additional valuable service to customers. She started a Microwave cooking school in 1983, which ultimately led to Hirsch’s publishing a very successful microwave cookbook which is still available in all stores today.

Hirsch’s have grown at a phenomenal pace, launching, on average, one store every two years. In 1998, motivated by the determination and drive in his parents; Richard Hirsch decided to join them in their venture of product and service excellence. A year later that Luci joined the family business. 

Richard is currently the Managing Director, he takes his role very seriously and while working his way through the ranks has proven time again that his commitment to his customers and to the Hirsch brand will always be a top priority. 

Luci started out as Margaret’s PA, and was also given the chance to work her way up in the company and find her niche. She did, and has taken the role as the Public Relations Officer to a whole new level. Luci Hirsch has become a household name and the unofficial face of Hirsch’s. 

Together, this family form a formidable force supported by their management team who have a strong commitment to the same goals. This team is backed by 600 permanent employees and about 400 casual staff members who are as dedicated to the company as the Hirsch’s and their management team are. The Hirsch family does not take anything for granted and are regularly involved in various charities and sponsorships. Their giving nature ensures that they constantly support the less fortunate and they are always willing to help those in need. Allan, for instance, is a patron of the Phoenix Child Welfare society and Richard is a patron of the Claire-Ellis School.

Over the years the company has continued to build a solid reputation by being associated with big brands, giving good service and carrying a wide range of products for the home. In KZN in 2000, they started their Home Store concept, where almost everything for the home can be purchased under one roof. This proved to be such a success that two years later, in 2002, they took the concept to Gauteng. Future plans include a presence in Cape Town and possibly internationally. 

While supplying new appliances has become a major part of the business, Hirsch’s has not forgotten its roots and they still carry out repairs and service any appliance for their customers. They also supply spares for any products that they sell. More recently, Hirsch’s entered into the electronic and gaming side of the industry and they have the most knowledgeable and experienced people specialising in hi-tech, including cameras, laptops and gaming equipment. 

The Hirsch’s, are as passionate about their business today as they were when they first opened in 1979 and the same excitement and enthusiasm still exists. They haven’t outgrown their stores, they’ve just built bigger stores and they continuously strive to give better service and empower their staff to stretch and achieve greater goals. There are currently 5 Hirsch stores in KZN and 4 in Gauteng. This is by no means the end of the road; the world is Hirsch's oyster.

Our Philosophy
At HIRSCH we believe that to be successful and grow in the business world, you as an employee, have to be hungry to succeed, to light a fire within you and to avoid the danger of just being average. Growth cannot be achieved unless we adjust to the ever-changing conditions around us. We must be aware, flexible, proactive, able to change and constantly strive for improvement. Family spirit is essential. As a family we are strong, as individual members we are weak. We shall work together as a family in mutual trust and responsibility. It is our policy to encourage trust and self-reliance that each may gain self respect through his own endeavor and to struggle hard for betterment.
All people are customers of HIRSCH. No person should want to buy elsewhere. We shall be fair and just in all our business and individual dealings. Without this, no man can win respect, no business can win respect. We must strive towards providing the right product, at the right price in an atmosphere of courtesy, friendliness and customer service excellence.

Our Aim
To have happy, satisfied customers who will return often.

Our Mission
To provide superb service.


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