Retail, reimagined
Poetry opens the doors to its new concept store in Sea Point, Cape Town: a celebration of fashion, homeware, and community
This immersive retail experience in the historic Laughtons Hardware building combines fashion, homeware, and furniture in a thoughtfully designed two-storey space. Founded in 1920, Laughtons Hardware became a trusted resource for contractors and DIY enthusiasts, making it an essential part of the neighbourhood’s history. Today, Poetry revitalises this iconic space, merging heritage with modern retail innovation.
According to Poetry Creative Director Johan Van Der Merwe, the search for the perfect location was guided by more than just foot traffic – it was about finding a space that resonated with the brand’s essence. ‘Sea Point has a unique rhythm – a mix of nostalgia and new energy – that made it the perfect home for our Poetry of Living concept. This space has always belonged to the community, and now it’s been reimagined as a modern retail experience where people can linger, connect, and be inspired.’
Inspired by the work of sociologist Ray Oldenburg, who first introduced the concept of third spaces in his book The Great Good Place (1989), the store reimagines retail as a welcoming environment that exists between home and work. Traditionally associated with cafés, libraries, and community hubs, third spaces foster social interaction and engagement. Poetry brings this concept to retail, creating a space where customers can relax, connect, and immerse themselves in curated experiences beyond traditional shopping. From flower-arranging workshops to intimate dinner gatherings, the space will host immersive experiences celebrating the art of gathering and storytelling.
‘This project has been a dynamic and experimental journey, allowing us to push creative boundaries. Every detail has been carefully crafted to ensure the space doesn’t just house our brand – it tells our story.’
– Johan Van Der Merwe
‘We envision this store as a hub for creative expression,’ says Managing Director Shelley Prinsloo. ‘We’re excited to invite our customers into a space that encourages lingering, exploring, and engaging with the Poetry brand in a way they never have before.’
In an era where everything is available online, why go shopping? Poetry’s new store answers that question by providing a tactile and immersive experience. ‘Poetry encompasses more than just beautiful creations – it involves the details, the textures, and the artistry behind each piece,’ says Johan. ‘This store brings that vision to life. It’s a space where the scent of a candle lingers in the air, textiles invite touch, and craftsmanship can be genuinely appreciated.’
Customers can discover a distinctive selection of Poetry’s complete fashion and homeware collections and special artisanal pieces that enhance the store’s offerings beyond what’s available in traditional shopping centre locations. Authentic craftsmanship begins with finding the right artisan to match the vision, and alongside local production, the Living team seeks out regions with deep-rooted artisanal traditions. India, a hub of time-honoured handicrafts, is one such place where skills like hand carving, stitching, and block printing impart a unique character to Poetry’s furniture and textiles.
The store is also home to several exciting brand collaborations, and is also a flagship space that highlights the brands commitment to supporting local. As an industry first, Poetry has joined forces with Style Rotate to develop a curated collection of occasion wear pieces for rental or purchase. The partnership signifies Poetry’s focus on driving a more sustainable approach to fashion and an innovative way of combining rental with retail. The collection will be available to rent and purchase from Poetry’s Sea Point store, the Style Rotate showroom and online.
A seamless integration of retail and hospitality, the team from the much-loved Kloof Street restaurant Our Local will offer a curated café experience that feeds into the store, further amplifying Poetry’s intention to create a space for people to authentically connect while being inspired by their surroundings.
Poetry has teamed up with Tina Le Cordeur, founder of Source Artistry, to fill the space with a curated collection of art sourced from across South Africa that will be accessible to the public to purchase from the Sea Point store. Poetry also collaborates with talented local artisans to honour craftsmanship. The handmade crockery collection comes from skilled ceramicists, collectively supporting nearly 200 jobs. Each piece undergoes multiple kiln firings and passes through at least six hands before arriving at your table, bringing beauty and a story to every meal. Staying true to the local ethos, much of the upholstered furniture is crafted in Cape Town in partnership with a select group of expert suppliers and fabric houses. Every design is thoughtfully curated, ensuring timeless shapes, high-quality materials, and a distinctive aesthetic that enhances any space.
Carrying on the local theme, much of Poetry’s upholstered furniture is made Cape Town. Keeping it small and contained working with just a handful of suppliers whom they collaborate with on each style, bringing their expert knowledge to the table. Design is key and Poetry endeavours to keep their shapes new and unique; the same principal extends to fabric selection where we also work with just a few local fabric houses to create the beautiful end product.
