Massmart, which owns Game, Makro and Builders Warehouse, among others, won’t rebrand itself as Walmart anytime soon. In his first wide-ranging interview since taking over from Grant Pattison, CEO Guy Hayward says this option is now off the table. This appears to contradict expectations from analysts that Massmart will begin "Walmartising" to capitalise on its parent’s global brand recognition in Africa. "We did research, and Game and Builders Warehouse are better known than Walmart in most of Africa. The west of Africa with links to America — Ghana and Nigeria — has a slightly higher recognition of Walmart," says Hayward. Six years ago, when Walmart swept into town and nabbed Massmart for R30bn, talk was rife that there would be a prompt rebranding, followed by lower prices for consumers, and a quick assault on the African retail market.
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