For business owners who wish to stay relevant, keep one step ahead of the competition, and adjust to changing consumer needs in today’s dynamic business environment, repositioning has grown in importance. Entrepreneur Theo Baloyi, who has established several organizations in the South African market, has a thorough understanding of this strategic output.

On May 25, 2023, Theo Baloyi opened his 3rd Avenue Exchange shop in Sandton City. Avenue Exchange is one of Theo Baloyi’s success stories; it is a high-end cosmetic store that offers much more than a superficial makeover or a superficial facelift. Avenue Exchange is a daring and audacious move that transcends a brand’s superficial aesthetics and digs deep into the soul, purpose, and values of its customers. 

Theo’s first venture was selling fragrances on the streets of Alexandra while he was pursuing his education. This fragrance business taught Theo the dynamics and basics of entrepreneurship, and more importantly – fuelled his ambition. He wanted to share this experience with the world by building an iconic, premium cosmetic boutique based on the exchanges he experienced on the avenues of Alexandra. And so, Avenue Exchange was born.

He recognized a need in the marketplace and set out to fill it by producing high-quality goods that customers could buy. He worked with an entrepreneur on Alexandra’s “2nd Avenue” to get items on consignment. The business took off, but he had to close it down so he could concentrate on his career.

We aim to fill the gap in the market by providing something reasonably priced, opulent, and of high quality. “I named this business Avenue Exchange because I believe that every sale comes with an exchange of energy and the streets in Alexandra are named avenues, so I merged both the names and landed on Avenue Exchange,” concludes Theo Baloyi, Founder and CEO for Avenue Exchange.