If you haven’t visited Hemingways Mall lately, you’ll notice something feels different – and in the best possible way. There’s a fresh energy throughout the mall, from newly painted spaces to beautiful new storefronts and exclusive brands that you won’t find anywhere else in the province, and in some cases, anywhere else in South Africa. It’s more than just a few updates. It’s a full revamp – a renewed, reimagined shopping destination designed to offer East London something truly special.
One of the most exciting parts of this transformation is the arrival of exclusive fashion you won’t find anywhere else, including the incredible MaXhosa Africa Lifestyle store – the first of its kind in South Africa, right here at Hemingways. Known for its bold knitwear inspired by Xhosa heritage, MaXhosa brings a sense of pride, culture, and modern luxury into the space. Alongside it, the newly introduced concept store from Cotton On – the first of its kind in the country – offers a fresh, modern shopping experience that feels effortless and inspiring. Premium brands like Fabiani, Pringle of Scotland, Polo South Africa, REPLAY footwear, Socrati and TAPE continue to elevate the fashion offering, while newer additions like Boardriders and Sneaker Factory bring a fresh, youthful edge to the mall.
The revamp also introduces beauty firsts for the Eastern Cape, making Hemingways a true destination for skincare and self-care. The opening of Dermalogica marks the brand’s first store in the Eastern Cape, offering professional-grade skincare and personalised consultations that help you feel confident in your own skin. Alongside it, Standard Beauty has opened its first Eastern Cape store, bringing effective, proudly South African affordable skincare closer to home. These additions make it easier than ever to invest in yourself without leaving the city.
Technology, gadgets, and everyday essentials are also part of the mall’s exciting evolution. iStore continues to offer the latest Apple products and expert support, while Incredible remains a trusted destination for electronics, accessories, and home tech. Stores like Techwave Gadgets add even more variety, offering everything from useful accessories to exciting new devices that keep you connected and up to date.
For those looking to refresh their living spaces, the revamp has also brought exciting additions focused on transforming your home, one room at a time. Sleepmasters offers solutions designed to improve your sleep and overall wellbeing, while Rochester brings beautiful furniture that combines comfort and style. Poetry adds a calming, lifestyle-focused shopping experience with homeware and décor pieces that make everyday moments feel more meaningful.
Alongside these new additions, familiar favourites continue to play an important role in the Hemingways experience, now with renewed energy. Debonairs Pizza welcomes customers with new ownership, continuing to serve the flavours people know and love. Toys R Us remains a space filled with excitement and joy for families, while Ronnie’s Motors adds another layer of convenience for visitors exploring vehicle options.
Beyond shopping, Hemingways continues to offer everyday convenience, making it possible to take care of important life admin in one place. With services like the Department of Home Affairs branch and Old Mutual located within the mall, visitors can easily balance errands with shopping, dining, and leisure – all under one roof.
What makes this revamp so special isn’t just the new stores, but the feeling it creates. It’s discovering something new around every corner. It’s seeing global and proudly South African brands choose Hemingways as their home. It’s knowing that East London now has a destination that offers variety, exclusivity, and convenience in one space.
Hemingways Mall has always been part of the community, but now it’s stepping into a bold new chapter – one that invites you to explore, rediscover, and experience something new. Whether you’re shopping for fashion, investing in skincare, upgrading your home, or simply enjoying time out, there’s never been a better time to visit.
Come and experience the new Hemingways Mall for yourself – refreshed, reimagined, and ready to welcome you.
