The store is in the city’s entertainment and business hub, Sandton, and will make the device accessible to locals, tourists and businesses alike. “If you look at Sandton, it’s the business hub of SA and Africa as well so it’s the one place where we need to start with our permanent flagship store,” said Philip Morris SA MD Marcelo Nico.
An estimated 70% of all South African adult smokers who have switched to iQOS since its launch, have fully converted to it, said PMI in 2018.
“We are bringing the first experience of commercialising this technology on the African continent and the objective is, based on this experience over time, roll it out in the rest of the continent,” added Nico.
According to an article on Business Dar, the 160m² store’s interior is designed in minimalistic style, with lounge couches and bright lighting. The store also has an information section, where customers are shown the difference in effects caused by regular cigarettes and IQOS, via a machine that emits a white cloudy smoke for IQOS and brownish smoke for normal cigarettes.
Back in 2017, the maker of Marlboro cigarettes, had launched a pilot store in Cape Town which had operated for about a year, and in time they plan to open a permanent store in the port city. An estimated 70% of all South African adult smokers who have switched to iQOS since its launch, have fully converted to it, said PMI in 2018.