A WEE DRAM
CHRIS GILMOUR: HomeChoice looks cheap but beware of illiquidity and complex structure
More than 90% of the company is held by two unlisted organisations
HomeChoice lies somewhere between an online and traditional catalogue home-delivery retailer. Its origins are in homeware merchandise, sold on credit through showrooms, sales agents or a contact centre, with the emphasis on kitchen and bedroom essentials. Newer product categories include large electrical appliances, consumer electronics, furniture and fashion. Its more recent fintech division offers unsecured short-term and low-value personal loans, and insurance products such as credit life and funeral policies. For the interim period to end-June 2018, headline earnings per share rose 15% to 250c, and for the year to end-December 2017 was up 22% to 504c. Viewed against an economy in recession, this is a good performance and speaks to the ability to offer customers not just the range of goods they are looking for, but also on credit. There are three product showrooms in SA: a small one in Maponya Mall in Soweto, a larger one in East London and the flagship store in Rissik Street, Jo...