Who owns Homegrown?
Homegrown is owned by Shoprite Group (South Africa, JSE: SHP).[1]
This ownership is reported in official statements but has not yet been matched to a regulatory filing.
Evidence: Shoprite Holdings Limited Integrated Report 2025, 1 October 2025. Last checked .
Key facts
- Current owner
- Shoprite Holdings Limited reported
- Owner HQ
- 🇿🇦 South Africa, Brackenfell, Cape Town
- Origin
- 🇿🇦 South Africa
- Founded
- 2023
- Category
- Home, garden & DIY › Retailer own brands › Grocery own brands
- Parent ticker
- JSE: SHP
- Last verified
- · 2 sources
About Homegrown
Homegrown is the Shoprite own brand reserved for products that are entirely South African, which the group runs as a job-creation measure as much as a range. It sits inside a private label programme that is deliberately domestic: 90.9 per cent of the group's private label products are sourced locally, almost 91 per cent of its grocery private label lines are made in South Africa, and a five-year localisation strategy commits it to expanding private label with preference given to South African suppliers.
Ownership timeline of Homegrown
- Current owner Shoprite Group [1] reported
Where Homegrown sits in Shoprite Group
Controlling ownership as of . Brands grouped under the entity that owns them; large groups are collapsed.
Open the full Shoprite Group ownership tree →
See the full Shoprite Group brand portfolio (19) →
Other brands owned by Shoprite Group
Shoprite Group controls 19 brands on Brandtree, 12 of them in home, garden & diy.
Also in home, garden & diy
- Checkers
- Checkers Hyper
- Checkers Little Me (2021)
- Forage and Feast (2020)
- House & Home (1977)
- LiquorShop (2002)
- Medirite (1999)
- OK Furniture
- Shoprite
- Ubrand
- Usave (2001)
Founded in the 2020s
- Checkers Outdoor (2022)
- Petshop Science (2021)
- Uniq clothing by Checkers (2023)
Other brands in grocery own brands, and who owns them
The 170 brands in grocery own brands on Brandtree belong to 55 owners. The largest is Cencosud, with 12; Shoprite Group has 7.
| Brand | Owner | Owner based in |
|---|---|---|
| Bretas | Cencosud | 🇨🇱 Chile |
| Lucerne | Albertsons | 🇺🇸 United States |
| City Gross | Axfood | 🇸🇪 Sweden |
| Chalo | Empire | 🇨🇦 Canada |
| Amanhecer | Jerónimo Martins | 🇵🇹 Portugal |
| K-Citymarket | Kesko | 🇫🇮 Finland |
| Farmer's Market | Loblaw | 🇨🇦 Canada |
| Chef Direct | AML Foods | 🇧🇸 Bahamas |
About the owner: Shoprite Group
Shoprite Group is a publicly listed company headquartered in Brackenfell, Cape Town, South Africa, founded in 1979. Brandtree records 19 brands under its control, and it is listed as JSE: SHP.
The Shoprite Group is the largest retailer in Africa and the largest private sector employer in South Africa, with revenue of R252.7 billion and 168,939 employees in the year to June 2025. It began in 1979 when PEP Stores bought a grocery company of eight stores, called Shoprite, from the Rogut family, and now trades from 3,478 stores including franchises, segmenting the South African market between distinct supermarket banners rather than running one. It has been narrowing that focus: its two furniture chains are held for sale, and its Ghanaian and Malawian operations are classified as discontinued.
Shoprite Group: full profile, brands and acquisition history →
🇿🇦 Homegrown and other South African brands
Brandtree records a controlling owner for 175 brands that began in South Africa. 12 of them (7%) are now controlled by a company headquartered in another country; Homegrown is not one of them.
- Mr Price Home — Mr Price Group 🇿🇦
- Sleepmasters — Pepkor 🇿🇦
- @home — TFG 🇿🇦
- Afrocentric — Sanlam 🇿🇦
- Airlink — Airlink 🇿🇦
- Albany — Tiger Brands 🇿🇦
Frequently asked questions
Who is the parent company of Homegrown?
The parent company of Homegrown is Shoprite Group, a publicly listed company headquartered in South Africa.
Is Homegrown South African?
Yes. Homegrown originated in South Africa in 2023 and its owner, Shoprite Group, is also headquartered in South Africa.
Is Homegrown still owned by Shoprite Group?
Yes. As of 3 October 2026, Homegrown is still owned by Shoprite Group. The ownership record was last checked against primary sources on that date.
Sources (2) & corrections
Last verified . Every ownership fact above is backed by one of these primary documents. Numbers in brackets in the text refer to this list.
- [1] Shoprite Holdings Limited Integrated Report 2025 — Shoprite Holdings Limited, Annual report, published 1 October 2025; retrieved 23 September 2026.
- [2] Shoprite Holdings: Our Success Story — Shoprite Holdings Limited, Official document; retrieved 3 October 2026.
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