Two decades ago it would have been difficult to walk into a major South African mall without coming across the red displays and TV-stacked shelves of a Teljoy store. But the company, which started as a TV-rental business 48 years ago, has been falling off the radar. Now its new CEO, Rami Sassen, is taking the retro brand name digital. "The business has really become an online retail store. We have no more branches and we don't only rent out televisions," Sassen said this week. Teljoy, which offered TV rentals at R1 a day when it started, has expanded with other electronics items, as well as kitchen and household appliances, furniture and car seats for children — all available to rent, with the option to own after a stipulated period. "No one thought you could rent out furniture online, but furniture has been absolutely amazing. We're looking at growing our range with garden furniture and office furniture. "We're not afraid to bring in more products. A lot of the customers come to us...
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