Adams Discount Centre … the kitchenware pioneer
So you've shopped at Adams Discount Centre countless times ... but do you know the history behind this store? Find out all about it, plus how to vote for it as Best Kitchen Essentials Store in the Best of Joburg Readers' Choice Awards 2021.
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For the past 86 years, Adams Discount Centre has been helping you to smarten up your kitchenware, tabletops, appliances and general home décor. Customers gush over the range of classy crockery – think brands like Royal Albert and Noritake – and silverware.
A bit of interesting history for you… “The store was no mistake,” said Solly Adam, who is a trademark for the store, recognised by his beaming smile, beard, long robes and pride in helping customers – he even recalls selling a potato peeler to a customer years ago!
Solly is the son of Mr Adam, who started the store selling groceries and Dutch medicines in the 1930s on the corner of one of the windiest corners in lower Doornfontein – Siemert Road and Error Street.
The store’s original name was Adams Cash Store and was popular among Doornfontein community members for being reliable, affordable and selling good quality products. The store has been a part of Solly’s life for as long as he can remember.
Solly and his five siblings spent their first days living in a room behind the store. “We didn’t have school holidays; we worked in the store and helped our parents,” said Solly.
Adam integrated a philosophy of hard work ethic into the store and took pride in good customer service, a trait that has stuck with the store over the 86 years.
The store quickly became well known and frequented by the community. After-sales service has – and always will be – extremely important. It also expanded, both in size – as Adams rented more space in the building – and in products as kitchenware was included in the product range.
Solly explained the store maintained its same formula of making items affordable and of high quality, and this, in turn, kept the store’s popularity among its clientele.
The store changed its name to Adams Hampers as it packaged groceries and kitchenware into hampers, and agents were employed to sell them. In the early 80s, the building which the store rented was renovated so the store moved to a building across Error Street and rented a portion of two floors.
“The store then got its name Adams Discount Centre,” said Solly. The store had a large storage area and this is where warehouse sales started. These gave the store tremendous popularity.
The family then bought their original building in the mid-80s and built a double storey, they have since sold the building. ”We moved to Fourways 22 years ago, and we have watched the development grow around us,” said Solly.
It was around this time that Solly took over running the business after his father passed away in 1998. His brother Yakoob has also contributed to the business’s success.
“People from all over come to the store and we are even known across borders. People from Swaziland, Cameroon and even as far as Egypt frequent the store,” said Solly.
The store now homes top kitchenware brands, silverware, crystal and fine china. With 86 years in the bag, Solly is convinced ‘the store will continue, with intention and honesty’.
Details: Visit the store at Fourways Value Mart on Forest Drive in Fourways, call 011 465 7928 or shop online at adamsdiscount.co.za. Connect with them on Facebook or Instagram.
Also, don’t forget to vote for Adams Discount Centre in the Best of Joburg Readers’ Choice Awards 2021 here.
By completing 80% of a category (there are seven of them) on the ballot, you could stand a chance to win amazing prizes, including a DeLonghi Magnifica S ECAM22.110.SB coffee machine from Adams Discount Centre.
Watch a video on how to make a cappuccino in the DeLonghi Magnifica S ECAM22.110.SB coffee machine:
