Yuppiechef Deals, Specials & Catalogues

The go-to online store for premium kitchen and homeware.

Yuppiechef is a South African online retailer that specialises kitchen equipment and utensils, as well as other homeware. The company targets upper-income customers with a range of premium international brands. Yuppiechef was started by Andrew Smith and Shane Dryden in 2006 as one of the many e-commerce ideas that they were experimenting with, in addition to the web development business they were running. The focus on kitchen equipment was as a result of Shane’s passion for cooking and the latest kitchen gadgets. The business was started with 32 products, with orders being processed and packed for delivery from Andrew’s living room. Within a few months, the business was taking off to the extent that when it celebrated its fifth year, it was experiencing a 300% increase in sales every year. Yuppiechef increased its headcount from 16 employees to almost 100 employees.

Yuppiechef’s founders attribute the success of the company to the foodie trend arising from the popularity of celebrity chefs like Jamie Oliver and Gordon Ramsay, as well as food reality shows like Masterchef. The company prides itself on delivering excellent customer service and evidence of its ability to do this consistently is seen in the positive feedback posted on various review sites by the company’s fervent fans. Today, Yuppiechef lists more than 5,000 product lines from more than 100 brands, including Le Creuset, KitchenAid, Tefal, and Alessi, among others. The company’s revenue is in excess of R80-million a year with healthy profit margins of around 30%. As a principle, the e-tailer doesn’t heavily discount its products as many other online stores do. Yuppiechef has won the E-Commerce Awards for the best overall site every year since 2010.

All of Yuppiechef’s orders are delivered with a personalised handwritten note. It’s tradition the company has upheld since delivering to the very first customer.

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