Iconic Strand department store Friedman & Cohen is pulling out all the stops for its 123rd birthday this October, inviting the Helderberg community to join a month-long celebration of give-aways, hamper prizes, huge discounts and live entertainment.

“October is our birthday month and we have a massive promotion consisting of free give-aways, exciting hamper prizes and huge discounts throughout the month,” said director Grant Goodwin.

Local radio personality and MC Fanie Schoeman will bring entertainment in-store on three Saturdays – 17, 24 and 31 October.

The store is also creating a Heritage Corner where customers can share a short message about their experiences over the years, displayed for others to read – a collective celebration of the store’s place in the community.

More than 30 suppliers are participating in the free gift give-away. In fashion, Pringle gives free socks with every shirt, Jeep and Lizzard offer hamper draws with R599 purchases, and Lorenzini shoppers buying a R399 shirt could win two free shirts worth R798. Calypso, Slick, Izabel London, Stella Morgan and Mandi each offer the opportunity of winning a free gift valued at R899 with a purchase of more than R599.

FENN handbag customers spending R1 499 could win one of four free handbags and Emthunzini Hats offers a chance of winning a free hat with a purchase of more than R499.

In footwear, Hush Puppies customers spending R899 could win a free pair, while Ipanema, Rock Springs and Gino Pialo offer the same with any purchase.

In homeware, Linen Housegives a chance of winning a free gown with every gown purchased, Room Service and Romatex customers spending R599 could win a duvet inner, and Bristol Towels customers spending R399 could win a Bristol towel set.

Big prizes

The appliance departments feature the biggest prizes. Philips customers could win a Bean to Cup Coffee Machine valued at R9 999, JBL offers headphones valued at R5 499, and Bosch, Delonghi and Kenwood customers could win a kitchen machine or kettle with any purchase.

In gifts and kitchenware, Impo customers spending R200 enter a lucky draw for a R500 hamper, Charisma shoppers spending R1 000 could win a Cedar and Citrus hamper, and Portchie art customers spending R300 could win a Portchie cooler bag. Maxwell and Williams customers spending R500 receive a free mug while stocks last, and those spending R1 000 could win a 16-piece dinner set. Wilkinson Sword and Eetrite customers spending R750 each could win a cutlery set or cast iron casserole.

Living history

For over a century, Friedman & Cohen has stood on Strand’s Main Road as more than a department store. It serves as a living piece of Helderberg history, forged by immigrant grit and a belief that the community comes first. Barry Friedman, grandson of founder Benjamin Friedman, is still active in the business.

Benjamin Friedman arrived from Lithuania in 1903 with almost nothing, earned two shillings a day at the docks, and cycled to Somerset West to open a general dealer’s shop.

When his wholesaler demanded references he could not provide, he suggested cash on delivery – his honesty earned him a foothold.

He married Anna Cohen, and with his brother-in-law opened a country store in Strand.

The partners survived the Great Depression by expanding at rock-bottom cost, created the country’s first self-service supermarket in 1948, and later erected a three-storey structure with Strand’s first passenger lift, doubling their customer base.

On 25 October 1973, fire gutted the building, destroying seventy years of work in hours.

Within days the younger family persuaded the senior partners to rebuild, and the store was trading by the following Monday. Under-insured and refused a bond, they found a new lender, and turnover and profits doubled within three years.

Community heart

The store employs 67 full-time staff, most with the company for many years. “The business is the people,” said Goodwin. “We have a very low staff turnover which results in a very experienced team.”

He attributes the store’s longevity to customer loyalty. “Personal service is what the business was built on, it’s in our DNA. Our employees know most customers by name and the customers know the staff.”

Three generations on, the store remains a family business, its success built on service and quality merchandise – a tradition stretching back to Benjamin Friedman’s tenure as vice mayor of Strand. “We feel grateful and a strong sense of responsibility to continue this legacy,” said Goodwin.