Walk through the giant doors into the gleaming cosmetic hall at Edgars’ iconic new next-generation store at Melrose Arch and it’s easy to understand why the store has received such rave reviews after its celeb-studded opening in October last year.

From Top Billing to some of the country’s leading newspapers and magazines, the media has applauded Edgars for taking the bold step of introducing a world-class department store concept to South Africa – amid possibly the worst global economic conditions in decades.

Edgars takes a long-term view and the company realises that in order to remain one of the leading fashion and cosmetic retailers in the country, innovation, cutting-edge store design and fabulous brands are the way to go.

“Change is the cornerstone of progress,” says Edcon CEO Steve Ross. “Over the past 80 years Edgars has evolved to suit the needs of its valued clientele. Melrose Arch is our newest vision of the future for retail trade in SA. It is a store that more completely reflects the growing international and cosmopolitan tastes of our customers. It will undoubtedly create a new benchmark in South Africa, growing our reputation as the leading retailer.”

The result is the one-of-a-kind Edgars on the western corner of the new Melrose Arch development. From the exclusive Estée Lauder re-Nutriv counter (the first in South Africa), to a mouth-watering fragrance department and plenty of exciting new fashion in between, this is brand heaven.

The thinking behind the concept store, says Hugues Witvoet, chief executive of Edcon’s department store division, is to test the market with some of the world’s top brands. These brands will then be made available at Edgars new-generation stores that will be rolled out around the country, according to particular market needs.

The sheer scale of the new store means that Edgars Melrose Arch is bound to become a shopping landmark for visitors to Johannesburg wanting to experience world-class luxury shopping.

In addition to the superb brands on offer in the store – think French cosmetic brand Bourjois and local designer fashion label Marion and Lindie – it’s the look and feel of the shop space that offers an entirely new shopping experience.

The most impressive feature of the store, apart from its size, is the strategic placement of the most exciting brands, thereby creating a unique retail journey through cosmetics, denim world, shoes, lingerie, cellular and high tech. Flat-screen TVs showing Fashion TV are fitted in two of the departments, giving an immediate sense that Edgars is in touch with international trends. Each division is also fitted according to the mood: denim is industrial, for example, while lingerie is feminine and mysterious.

The energetic sportswear division is all set for 2010 mania and children’s wear is a riot of colour, complete with bubblegum machine. The shoe department has to be one of the best in the country – with new names like Nine West, San Marina and Polo providing on-the-button trends. Ladies, be warned – you may find it difficult to tear yourself away!

In fact, Edgars Melrose Arch is not a store you will want to leave in a hurry. So many fabulous brands, so little time.