Allan Hirsch

Allan Hirsch, the founder and chairman of Hirsch’s, is a remarkable example of some- one who came from humble beginnings and overcame significant challenges to achieve success. He embodies the belief that “where you begin does not determine where you can go.”

Hirsch’s, which celebrated its 45th anniversary in 2024, is now the largest privately-owned appliance dealer in southern Africa, encompassing a chain of mega appliance and home furnishing stores. The name ‘Hirsch’ has become synonymous with service excellence.

Born in Johannesburg, Allan Hirsch moved with his family to the KwaZulu-Natal coast, where he grew up. He was one of the first pupils to attend Umhlali Primary School on the North Coast. Reflecting on his early years, Allan says, “I didn’t shine in school. After struggling through high school with very poor grades, I decided to become an apprentice appliance technician.” He began his career with Fuchsware, where he worked for five years and gained invaluable experience in refrigerator repair. After this, he joined another company, where his and the owner’s business philosophies clashed. “The owner wanted to keep increasing margins,” he recalls, “while I wanted reasonable rates and great service to keep customers happy.”

FIRST STORE OPENED
When his employer suggested he strike out on his own, Allan found the idea both exciting and intimidating. Recently married to Margaret, he had just bought his first property, and his first child was on the way. Despite these pressures, he eventually opened an electrical appliance repair store on Umhlanga Rocks Drive in Durban North in 1979.

“We set up our first shop 44 years ago in a showroom, no bigger than a bathroom,” he explained. Looking back, he remembers feeling “absolutely flat broke” the day Hirsch’s Electrical Repairs opened, having spent his R900 savings on rent, an electricity deposit, and marketing. He recalls that buying a loaf of bread for 11 cents on his way home that night was “enormously symbolic.” He fondly remembers working “long hours when others took weekends off,” with the support of Margaret.

Initially, Allan only repaired appliances, but as his reputation grew, so did his business. Eventually, he began formally dealing in appliances as well starting to sell stoves and fridges. Margaret’s innovative marketing ideas helped create a strong demand for Hirsch’s products. When microwaves hit the market, they saw potential in the new appliance and Margaret started cooking demonstrations to showcase their benefits. Their clients loved the fact that Allan and Margaret went out of the way to make their lives easier.

Allan is passionate about the environment and energy efficiency. “Many years ago, I realised how important energy efficiency was in South Africa. It made me very aware of how appliances can be used effectively and how certain appliances use less water and less electricity and are quieter than others. We try to encourage the consumer to buy energy efficient products. I believe as an appliance retail store we really can influence decisions and at the same time make a difference. We believe it starts at the socket. If things that are not being used are unplugged it has an impact,” he says.

HAVING A WHY
Allan firmly believes that “having a why” is essential for staying passionate and being a good leader. He credits Simon Sinek’s book, Start with Why, for helping him define the purpose of Hirsch’s. “Hard work with a goal in mind is necessary,” he says. “Retail requires listening to customers and keeping them happy; my success has been about serving others. I realised my purpose in life is to serve.”

Allan’s approach to leadership is straightforward. “People are human, grow them, teach them skills, and more than just selling or servicing, teach them how the business works.” Seeing staff grow, improve their circumstances and being happy with their lives inspires him. “We like to keep people part of us, but if they leave, they take their skills elsewhere and we wish them well.”

He gets serious when stating, “Honesty, integrity, and loyalty are required; these principles can’t be compromised and are not negotiable. We are totally transparent about the business with our staff.”

Selecting quality products and suppliers is also important for him. His view is: “Look after your suppliers and they will look after you.”

Trust must be earned and Alan still tries to enhance the good reputation Hirsch’s has built over 45 years. “Winners always keep going. You need to keep your vision and keep on working hard when things go wrong.”

WIDE RECOGNITION
Allan has received wide recognition for his business contributions, including the Marketing Management Institute’s “Marketer of the Year Award” in 1994 and the Standard Bank KZN Business Leader of the Year Award in 2019. The honorary award is given to a person who has demonstrated, “exemplary business achievement, industry influence and is a true inspiration to others”.

Allan and his wife Margaret have been married for 52 years and have two children, Richard and Luci, who now play key roles in the business. “Our highlight has been getting to work with our family every single day,” they say, and Allan is also a proud grandfather to five grandsons.

Despite the demands of running a growing business, the Hirsch family remained close, enjoying regular Sunday lunches together and staying in constant contact. Both Richard, now CEO, and Luci, Brand Manager, rose through the ranks, contributing to the company’s continued success and expansion into mega appliance and home furnishing stores across KwaZulu-Natal, Cape Town, and Gauteng. As the family looks to the future, they take pride in their accomplishments, founded on the values of honesty, integrity, and loyalty.