Growing up in Ladysmith in northern KwaZulu-Natal, Andrew Soqinase hadn’t planned on a career in retail. After leaving school, he studied Advertising and Marketing and later enrolled for a postgraduate degree in Business Administration. He was pursuing a career in business, yes, but not necessarily in supermarkets.
That changed in 2007 when he joined Shoprite as a Trainee Manager in nearby Estcourt.
“From the day I stepped into this role I fell in love with retail,” says Soqinase. “I knew this was what I wanted to do.”
Today, as General Manager of Usave South Africa, he oversees the Shoprite Group’s network of more than 500 no-frills discount stores, leading over 6,000 employees as they work to help income-sensitive customers stretch their budgets further.
Soqinase attributes his rise through the Group to hard work, discipline and curiosity. Within six months, he was promoted first to Assistant Manager and shortly thereafter Branch Manager of Checkers Scottsville in Pietermaritzburg. He later advanced to Regional Manager in the Eastern Cape, followed by Deputy Divisional Manager for Shoprite KwaZulu-Natal, before taking up his current position.
His career journey over the past two decades has equipped Soqinase with extensive operational experience as well as a strong understanding of the human side of the business – from the pressures navigated by teams working on the shop floor, the everyday realities facing Usave customers.
As a leading discount retailer, Usave helps ease the financial pressure on households by keeping everyday essentials affordable and continuously expanding its footprint into more underserved communities, ensuring access to low-cost retail where it matters most.
“I am very grateful that every day, through my work, I have an opportunity to make a difference in someone’s life,” he shares.
He is also constantly inspired by the people who make the retail space work, and leads what he describes as a highly motivated, customer-focused team. The shop floor, he explains, is where everything comes together.
“That’s where the moment of truth happens. Customers decide whether to spend their money or walk away. I have great respect for frontline teams and an appreciation for the critical decisions they need to make to shape customer experience. There’s no meeting that starts or ends without us talking about the customer.”
Developing people is central to his leadership and what energises him most. “I’m passionate about coaching and creating opportunities for people to achieve their potential,” he says.
Along the way he has played a key role in driving operational improvements across the business. Among the projects he is most proud of is the introduction of a system to streamline cash handling and reporting, which reduced shortages by 80% and improved productivity, as well as his role in the national rollout of a new Point of Sale system – a complex project that required creativity, collaboration and clear strategic direction.
“Success is not defined by a single achievement,” he reflects. “It’s a combination of small things that require discipline and focus.”
Outside the office, Soqinase recharges through cycling, jogging, reading and cheering on the Springboks, often around a weekend braai with his family.
And his advice to young people entering retail is simple and sincere: “Dream big and stay curious. Find what you like and develop a passion for it. You are the pilot of your future.”