TCL Opens First South African Experience Store at Cedar Square

Global consumer electronics brand TCL has opened the doors to its first TCL Experience Store in South Africa, bringing the brand's latest innovations under one roof at Cedar Square in Fourways, Johannesburg.

The new store marks a significant step in TCL's growth strategy for the South African market and is designed to change the way consumers discover, experience and shop for technology. Rather than simply browsing products online or viewing them in a traditional retail environment, visitors to the TCL Experience Store can interact directly with the brand's latest innovations, test products in person and speak to knowledgeable experts before making a purchase.

South Africa is considered a strategic market for TCL globally, making the launch of the first TCL Experience Store in the country a natural next step in the brand's local growth journey. The store is intended to build greater awareness of TCL's expanding portfolio while giving consumers a more personal and immersive way to experience the technology behind the brand.

Leadership on the launch

"South Africa is an important market for TCL, and opening our first Experience Store here represents a significant milestone for the brand," says Alvin Wang, General Manager of TCL South Africa. "Technology is best understood when you can see it, touch it and experience it for yourself. We want consumers to be able to walk into the store, explore our products, ask questions and discover how our innovations can fit into their everyday lives. This is about creating a closer relationship between TCL and our customers, while giving them the confidence to make informed decisions."

The store will showcase TCL's growing range of consumer electronics and home appliances, including the brand's latest SQD-Mini LED televisions, offering visitors the opportunity to experience the technology first-hand.

Among the highlights are the TCL C7L and C8L television ranges, which feature the brand's latest advancements in Mini LED display technology, as well as a 98-inch SQD-Mini LED TV with Bang & Olufsen audio, combining a large-format cinematic viewing experience with premium sound.

Home appliances and consumer experience

Beyond television, the Experience Store will also showcase TCL's expanding home appliance portfolio. Visitors can explore the brand's latest AI-powered washing machines, including models featuring the world's largest drum available for a standard 24-inch front-load washing machine, alongside its range of air conditioners and refrigerators.

The move reflects a broader shift in the way consumers shop for technology, as increasingly sophisticated products can be difficult to fully appreciate through an online product page alone. By creating a physical space where customers can experience products in real-world settings, TCL aims to bridge the gap between online discovery and in-person decision-making.

"Consumers today have more choice than ever, but with that comes the need for better ways to understand what they're buying," Wang adds. "Whether it's seeing the difference that advanced Mini LED technology makes to a picture, experiencing the scale of a 98-inch screen or exploring the smart features built into our home appliances, there are things you can only truly appreciate when you experience them for yourself."

The TCL Experience Store at Cedar Square will serve as a destination for both existing TCL customers and consumers looking to discover the brand for the first time, offering hands-on product demonstrations, expert assistance and a closer look at TCL's latest technology.

Now open at Cedar Square

The opening comes at an exciting time for TCL South Africa, with the brand continuing to expand its presence across the local consumer electronics market and bringing its latest global innovations to South African consumers.

The TCL Experience Store is now open at Cedar Square, Fourways.