South African retailer Pick n Pay has yet another new service to offer its customers. Following its decision to accept bitcoin as payment for goods (in some stores) and teaming up with Mr D, the company has launched something completely new.

Called Pick n Pay Home, the new online store operates in direct competition with… pretty much any store with the word ‘Home’ in the name. Mr Price Home, House and Home, @home… all of them must now contend with the blue-and-red company as well.

A new Home for Pick n Pay

The online store is dedicated to homewares. The company says it’ll sell premium brands, including Siemens, Staub, and Zwilling. These aren’t currently available in physical retail locations and they never will be. Some brands will remain exclusively online.

There are also other ways that Pick n Pay intends to keep its customers coming to its website. Currently, Smart Shopper loyalty card users get 10% back on every item they purchase for the store. That appears to be a temporary function, and users can redeem the saved 10% at the company’s physical stores over a period of ten months. Presumably, you’ll be buying groceries, since you already bought all your homewares online.

“There are thousands of products across various categories that customers can shop from. These include large and small appliances, televisions and tech, home and kitchenware, baby, and outdoor,” said the company. A look at the website itself shows a broad range of homewares already available in retail stores. At the moment, it appears that inventory comes from one of three Hyper locations around the country.