Fifteen young entrepreneurs from South Africa have been given the opportunity to place their products on the shelves of Woolworths stores in Johannesburg and Cape Town as part of the Youth Makers 2026 program. This initiative transforms small side jobs into full-fledged retail opportunities.
Showcase Locations
Visitors can purchase products from this new wave of entrepreneurs during the Woolworths Youth Makers demonstration. In Johannesburg, the showcase will take place at Mall of Africa from July 22 to August 2, with a meeting with the founders scheduled for August 1 and 2. In Cape Town, the event will be held at Cavendish Square from August 26 to September 6, with a meeting with the founders set for September 5 and 6.
The Essence of the Youth Makers Program
The demonstration is the final stage of the annual Woolworths Youth Makers program, which helps young businesspeople transform growing enterprises into retail-ready brands. The program is open to South African citizens aged 18 to 35 who own businesses in the food, beauty, fashion, home goods, and related sectors.
This year, the competition attracted hundreds of applications, after which 24 finalists were selected to present their projects to the Woolworths judging panel. Founders were evaluated based on criteria such as creativity, authenticity, product quality, business viability, and growth potential. Ultimately, fifteen entrepreneurs were chosen, representing sectors such as fashion, beauty, wellness, agriculture, publishing, design, and home goods.
Benefits of Participation
Each winner received support from Woolworths retail experts, consultations from business advisors, marketing assistance, a grant of over R130,000, and the right to sell their products directly to Woolworths customers in flagship stores across the country.
List of 2026 Participants
The winning companies cover a wide range of fields—from fashion and ceramics to agriculture and children's book publishing. Among them are: Patrick Ferguson Designs, offering fashion inspired by African craftsmanship; UBaliwe, creating handmade ceramics; Patns by Buhle, developing African patterns; KwaDube Essentials, specializing in luxury home fragrances; Hide and Suede, producing leather goods; Marapyane Farms, growing fresh vegetables; Walk Fresh, a sneaker care brand; E_mania, a sustainable fashion production studio; VICTORI, offering African streetwear; WELL N WELL, producing plant-based almond yogurts; Girl Boss Africa, manufacturing natural cosmetics; Glolooks Kiddies, creating hair care products for children; Maru Maphiri Group, publishing educational books; and Noac, producing slow fashion women's wear.
The Significance of Mentorship and Funding
Although the grant helped the founders invest in their businesses, many participants believe that the mentorship support provided the greatest benefit. Working alongside Woolworths experts and business consultants, the founders refined all aspects—from pricing and production to quality control and retail readiness. The program focused on helping entrepreneurs build scalable and sustainable businesses, rather than just creating popular products.
First Showcase Experience
The first Youth Makers demonstration took place at Woolworths Gateway in Durban in late June and early July. According to Woolworths, customers purchased over 300 products, generating revenue exceeding R200,000 for the participating companies. Many founders also noted an increase in online sales following the event. Zindi Mqododela, Woolworths Director of Corporate Social Responsibility, stated that 'the huge success of the Durban showcase confirms that the Youth Makers model works. Access to mentorship, funding, and the Woolworths customer base can make a significant contribution to small businesses.'
Program's Contribution to the Economy
Although the issue of youth unemployment in South Africa cannot be solved by one retail program, Youth Makers is one of the few initiatives that goes beyond simply providing mentorship and funding, giving young entrepreneurs access to customers—something small businesses often lack. For shoppers, it is a chance to discover local brands before they become famous, and for founders, it is an opportunity to test their business in one of the country's largest retail environments and transition from a side hustle to a sustainable venture.