Established in 1901 at the bustling corner of Bastion and Mantle Street, Awerbuchs holds the distinction of being one of Bloemfontein’s oldest businesses. Meyer Awerbuch, a pioneer who arrived from Litaue in 1890, laid the cornerstone for the legacy that Awerbuchs is about today and would endure for generations.
From its humble beginnings, Awerbuchs transcended being a mere business; it became a cornerstone for families in Bloemfontein. Farmers, businessmen, and ministers all turned to Awerbuchs for their apparel needs, forming a connection that would last through the ages.
In 1927, Meyer Awerbuch welcomed his nephew, Sonny Mofsowitz, into the fold. Remarkably, Sonny began working in the shop at the tender age of 14, learning the ropes and contributing to the family tradition. The corner of Bastion and Mantle Street became a hub of activity, especially as farmers would gather early to sell their products at the market before turning to Awerbuchs for their shopping needs.
The story of Awerbuchs took a poignant turn in 1942 with Meyer Awerbuch’s passing. At that point, Sonny took the helm, purchasing the business and relocating it to Fichardt Street, where it became a fixture until 2016. In 1948, Cecil Rabinowitz joined the Awerbuch family business, adding his unique touch to the establishment.
Cecil Rabinowitz once shared that the success of Awerbuchs is deeply rooted in its customer relationships. According to him, “Customers are like shareholders. We have staff members that have been with the business for more than thirty years. Some of our customers have been here through many generations and have grown up with the business.”
After a century under the devoted management of the Awerbuch-Mofsowitz family, the baton was passed to the Grovè family. The Grovès have committed themselves to preserving the family values that have made Awerbuchs the success it is today.
Client service, a hallmark of Awerbuchs from its inception, remains a cornerstone of the business philosophy. As Awerbuchs embarks on a new chapter in a different part of Bloemfontein, the commitment to family values and exceptional service endures. The existing staff, with their wealth of knowledge spanning over 100 years, is actively involved in mentoring the new members, ensuring that the legacy of Awerbuchs continues to thrive.
Join us in this exciting new phase, where Awerbuchs extends an invitation to everyone to become part of our family, rooted in tradition, history, and a commitment to excellence.
