South African computer retailer that opened its first store 26 years ago continues national expansion
While sales of PC hardware have increasingly moved online, Matrix Warehouse Computers is still expanding its physical retail footprint across South Africa.
The company, founded 26 years ago, has launched experiential “pop-up” stores nationwide to test new markets, avoid unnecessary expenses, and grow its customer base.
Matrix currently has 95 physical retail outlets in South Africa and three in Lesotho, Eswatini and Zimbabwe. The company was founded in 2000, with its first franchise opening in 2004.
The company sought to address South Africa’s need for a reliable computer and hardware shop at the turn of the millennium, but faced immediate competition from nearby rivals.
In its first six months, this first Matrix outlet achieved the highest turnover of all the computer stores in the area. The company is currently headquartered in Alberton, Gauteng.
In addition to computer hardware, Matrix has also expanded to software and now offers networking, repairs, upgrades, and IT solutions for home and business.
“All components used are registered brand-name products, ensuring a high standard of quality in the finished product and a below-average failure rate on custom-built computers of less than 0.5%,” it said.
As of April 2026, Matrix is launching pop-up stores in areas like the Meadowdale Mall in Germiston, where customers can find the latest gaming gear, accessories, and tech deals.
American online business trade association NetChoice said that “experiential retail” is a way for brands to create connections with customers and expand their presence.
“The goal is to provide shoppers with a memorable experience, not just a transactional exchange, and it’s becoming a vital strategy for retailers in the modern era,” it said.
Samsung South Africa extensively uses pop-up experiences across the country, including major cities Johannesburg, Cape Town, and Durban.
Pop-up experiences are also potential precursors for brands launching brick-and-mortar retail presences. Research from Growth Factor shows that one in five pop-ups convert to long-term leases.
Matrix’s expansion strategy focuses on taking great care and effort to find suitable locations, preferring premises with relatively low rentals in “respectable shopping centres with ample parking.”
Initially, Matrix focused on smaller neighbourhood shopping centres, but has recently expanded into established larger centres with “great success.”
From humble beginnings to a massive retail chain
Matrix Warehouse was founded by Justin Lowe and opened its first store on Kritzinger Road in Alberton. It followed this opening with four additional stores that opened in 2001.
It introduced its franchise model in 2004, which helped it expand significantly across the country and now has outlets in Gauteng, Western Cape, KwaZulu-Natal, Mpumalanga, and Northern Cape.
Alberton continues to be Matrix Warehouse’s home base, with a 12,000-square-metre premises established in the region in 2019, when the company engaged in a wide-ranging brand overhaul.
In 2018, Matrix launched a gaming centre in Rivonia with 140 PC stations comprising monitors and chairs for players. Gamers then bring their own computers.
The company has four main hubs, which it uses for its distribution to outlets throughout South Africa, located in Pretoria, Cape Town, Durban and George.
Matrix Warehouse’s shift to a pop-up marketing strategy comes amid a volatile pricing environment in the hardware and memory technology industry, driven by a global boom in AI.
Syntech, one of South Africa’s largest hardware and ICT distributors, told MyBroadband that the local market is experiencing significant shortages on several lines in multiple component categories.
“At this point prices are still on the rise, and we are struggling to meet demand requirements,” the company said.
“Whether consumers will be able to afford the new price points for products in the months ahead is unclear.”
Syntech believes unit sales will begin to slow in the second half of 2026 as supply becomes more constrained and customers take longer to make purchase decisions.
More photos of Matrix’s first shop in South Africa
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