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About Us

Our Story


Welcome to Nicheliving, where we are committed to transforming your aspirations into reality. With an extensive selection of nearly 4000 products, meticulously curated to meet diverse needs and preferences, we aim to provide an unparalleled shopping experience. We are focussed on providing you a great selection of branded Consumer Electronics & Home Appliances.  


Our journey began with a deliberate career shift, propelled by a desire to explore and capitalise on opportunities in the ecommerce space. The concept of Nicheliving emerged in September 2020, officially commencing trade in January 2021. Since then, we have proudly served clients across South Africa, consistently delivering top-notch service.


Nicheliving is a registered company owned by Deresh Pillay and Gregory Govender, seasoned retail professionals with over 50 years of combined experience in Big Box Retail. We are real individuals, and we invite you to connect with us on LinkedIn. Our expertise spans Retail Operations, Sales, Finance, Business Process, Project Management, Logistics, IT, and Value Added Services within the Big Box Space.


More than just sellers, we are consumers of the very products you seek. This unique perspective enables us to fully understand the challenges in delivering excellent service and efficiency within this space. Our goal is to streamline the sales process, offering a trustworthy, efficient, and relevant service experience.


We recognise the frustration of delayed deliveries and prioritise procurement, order follow-up, and last-mile logistics to ensure a seamless experience. Quality is our priority, and every product on meets stringent standards. We source goods exclusively through various OEM Distributors and buying groups, underscoring our commitment to value and quality.


Motivated by the trust and value our clients place in us, we encourage you to explore our Hellopeter Profile for a deeper understanding of our commitment.



Our Mission


We aspire to be an innovative home living specialist retailer, leading the industry with premium products and services. By scientifically articulating our product offerings, streamlining operations, connecting with customer decisions, staying in tune with the community and stakeholders, and building long-term relationships with our product partners, we aim to set new standards in the industry.


Our Values


  1. Customer Commitment - Building relationships that positively impact our customers' lives.
  2. Integrity - Upholding the highest standards of integrity and honesty in all actions.
  3. Teamwork - Collaborating seamlessly across all verticals to meet customer needs and demonstrating a strong will to help our company WIN.
  4. Personal Accountability - Taking personal responsibility for delivering on all commitments.
  5. Quality - Offering outstanding products and unparalleled service to deliver premium value.


Understanding the importance of convenience in online shopping, we offer various payment options, including credit card payments, EFT, and other secure methods. Our payment gateways utilize the latest encryption technologies, ensuring certified safety.



To make our products accessible to all South Africans, we've partnered with leading South African Fintech Providers to offer Buy Now Pay Later options, including Payjustnow, Payflex, HappyPay, Mobicred, RCS Store Cards, and soon, Layup Technologies.


Shop with confidence at, where we prioritise the safety and security of your transactions, implementing robust measures to protect your personal information. Your privacy is our utmost concern.


Recognising the importance of timely delivery, we offer speedy nationwide delivery services. Whether you're in a major city or a remote location, we strive to ensure your order reaches you promptly through our Courier Partners “The Courier Guy” "Courier-IT" and "DSV Global Logistics".  For more information on our delivery process please visit Delivery & Warranty Information.


We proudly showcase and sell our products on the Nedbank AVO Marketplace, Takealot, Makro Marketplace as well as the Leroy Merlin Marketplace, maintaining the same level of service and efficiency. (Do note, prices may vary on these platforms due to selling and fulfillment fees)


Discover a world of convenience, quality, and satisfaction when you shop with us today. Visit our profile for additional insights.


We uphold the Consumer Goods and Service Industry Code.  We are participants of the Consumer Goods & Services Ombud Scheme.