Who we are

At Yuppiechef we believe that using the right product for the right task can make everyone’s day a little bit better. Mornings are more rewarding if they start with crafting a perfect cup of coffee, with beans that you’ve ground exactly right. Meal prep is more satisfying when armed with a sharp and weighty chef’s knife that balances beautifully in your hand. And there’s relief and peace to be found when collapsing into crisp bed linen at the end of a too-long day.

That’s why we only sell products that we think have the power to make things a little happier — whether it’s because they add flavour, comfort, efficiency, expertise, or a little beauty to your home life. We’re always hunting out exciting new kitchen and home finds locally and internationally, looking to inspire ourselves and our customers, and growing our ranges. From knives, appliances and hard-to-find ingredients, to bedding, rugs and furniture, we’ve sourced and tested the best quality we can find, from brands and makers that we love.

Where we are



Total trading area 4 669m2


Product offering

Kitchen, small appliances, table & barware, bed & bath, furniture & decor, outdoor, and specialist food & drink

Sub brands

Customer & Positioning

Yuppiechef’s customers are those who know they deserve something more than average, and appreciate quality and detail. They are foodies, who consider their love for coffee or wine or a good braai as one of their hobbies, who are constantly learning and expanding their skills and collection of tools, and who love the status they get from owning the newest and the best. They are homemakers who show their love for their families by feeding them well. They are entertainers who take pride in how they present their kitchen and home to others. They are gift givers who appreciate the extra care and attention that a gift from Yuppiechef shows. Demographically they’re most likely to be women in high-income households, aged 25 to 55.

Follow us @yuppiechef