When an international luxury shoe brand opened its first store on the continent, it chose to do so in Stellenbosch, hinting that the town may be establishing itself as a flagship location for retail.
Bellas opened its store in Stellenbosch on 10 April. It also has stores in Vienna, Paris, New York, Munich and Salzburg.
“Stellenbosch felt like the ideal place for our first store in South Africa. It’s a vibrant student town, there is activity throughout the entire year, and it has a strong and diverse customer base with excellent reach,” said Carolin Kozelsky, a member of the Bellas team, in correspondence with SMF News.
Bellas is not the only luxury brand to have found a home on the streets of Stellenbosch, nor the only international name with its sole South African presence here. The jewellery house, Graff, also operates its only South African store at the Delaire Graff Wine Estate.
Bellas replaced Mason’s Bike Inn, a shop that had occupied the storefront for the last 26 years. The shop moved to just behind Bellas, and can be accessed through the alley. When asked about the move by SMF News, Juan Mason declined to comment.
The African Wealth Report 2025 indicated a potential market for these luxury brands, revealing that Stellenbosch is among the continent’s growing millionaire hotspots, with 28 centi-millionaires (over 100 million USD net worth) and five billionaires.
In a recent property report, Stephan Potgieter, the chief executive officer of BetterBond, said that comparisons between Stellenbosch and Sandton, South Africa’s so-called “richest square mile”, are justified. The report noted that both Stellenbosch and Sandton made the same transition from a “quiet suburb into thriving commercial powerhouse”.
Implications for retail in the area
“Demand has definitely increased,” said Aimee Campbell, the principal property practitioner at Greeff Christie’s International Real Estate. She attributed this to the shifting nature of the town, saying that, “Stellenbosch has evolved into quite a cosmopolitan lifestyle destination, not just a student town, with strong tourism, wine culture, and a growing affluent local market all contributing”.
In terms of pricing, retail rentals in prime areas, like Church Street, are generally around R450 to R600 per square metre, with top-end spaces achieving around R550 per square metre, according to Campbell.
A modest retail space of approximately 60 square metres could cost upwards of R33 000 a month in rent alone. “Over the past three years, we have seen steady upward pressure, particularly for well-located, high-footfall positions,” she said.
A stroll around central Stellenbosch also reveals a strong presence of successful South African brands. Freedom of Movement (FOM) and Old School are two brands that started in Stellenbosch, both of which now have multiple stores nationwide.
“The location of the store accommodates everyone. We have a lot of students, a lot of tourists, and surprisingly, we have a lot of parents,” said Kat Magarah, an employee at the Stellenbosch jewellery store, SHE.
Magarah recalled a particularly successful few weeks last year, after a German tourist who had purchased one of their necklaces posted a TikTok that went viral and resulted in “a lot of European orders”.
The town’s diverse customer base has begun to attract international brands. “There has been a noticeable shift from mostly local independents to a mix that now includes established South African boutiques and, increasingly, interest from international brands. Many see Stellenbosch as a ‘flagship’ location,” said Campbell.
Despite increasing demand, not all properties are available for rent. Denise van Vuurden has been working at Stellenbosch Antiques for 30 of the 55 years the store has been in operation. Van Vuurden said the owner purchased the property and the two connecting ones, where Evas and Fiddlers currently stand, when she was 18-years-old.
“It’s the oldest store in the village,” said Van Vuurden. The owner has received countless offers from interested parties, according to Van Vuurden, but has no intention of selling it.
With a combination of local stores, rising South African brands, and now international additions, Stellenbosch offers a wide variety of retail. “The presence of international brands adds depth and diversity, which is positive, as long as there is still space for unique local businesses that give Stellenbosch its character,” said Campbell.