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Whitey: The Rise and Rule of the Shoprite King
'Whitey Basson is a visionary leader ... It is an honour and privilege to consider Whitey a brother.'–Patrice Motsepe
'Very few people have impressed me more than Whitey Basson when it comes to discipline, hard work and self-sacrifice. While I could identify with his incredible work ethic, it was his generosity of spirit that saw my respect for the man develop into a bond of friendship.'–Jonty Rhodes
James Wellwood Basson–widely known as ‘Whitey’–is a South African business legend. In 1979, supported by Pep Stores, he bought eight small shops in and around Cape Town, with one to conquer the food retail sector. Over the years, Whitey quietly built his Shoprite group, growing it by acquiring Grand Bazaars and the struggling Checkers. Then, in South Africa’s most famous takeover deal, he bought OK Bazaars from SA Breweries for a single Rand. It became profitable within a year, and Whitey was widely hailed as a business genius.
In this authorised biography, based on years of research, access to the Bassons’ archives and wide-ranging interviews with Whitey and his inner circle, award-winning financial journalist Niel Joubert recreates Whitey’s story in rich from his childhood on a Porterville farm to his mentorship at Pep Stores (under the renowned Renier van Rooyen), achieving his lifelong target of eclipsing Pick n Pay, and conquering Africa.
Today, Shoprite is the biggest retailer on the continent, one of the 100 biggest in the world and South Africa’s largest private employer–creating wealth for untold South Africans. Despite his success, Whitey is known as down-to-earth, with a distinctive, straight-talking and people-centred management style. The Rise and Rule of the Shoprite King is his colourful, inspirational story.
'Very few people have impressed me more than Whitey Basson when it comes to discipline, hard work and self-sacrifice. While I could identify with his incredible work ethic, it was his generosity of spirit that saw my respect for the man develop into a bond of friendship.'–Jonty Rhodes
James Wellwood Basson–widely known as ‘Whitey’–is a South African business legend. In 1979, supported by Pep Stores, he bought eight small shops in and around Cape Town, with one to conquer the food retail sector. Over the years, Whitey quietly built his Shoprite group, growing it by acquiring Grand Bazaars and the struggling Checkers. Then, in South Africa’s most famous takeover deal, he bought OK Bazaars from SA Breweries for a single Rand. It became profitable within a year, and Whitey was widely hailed as a business genius.
In this authorised biography, based on years of research, access to the Bassons’ archives and wide-ranging interviews with Whitey and his inner circle, award-winning financial journalist Niel Joubert recreates Whitey’s story in rich from his childhood on a Porterville farm to his mentorship at Pep Stores (under the renowned Renier van Rooyen), achieving his lifelong target of eclipsing Pick n Pay, and conquering Africa.
Today, Shoprite is the biggest retailer on the continent, one of the 100 biggest in the world and South Africa’s largest private employer–creating wealth for untold South Africans. Despite his success, Whitey is known as down-to-earth, with a distinctive, straight-talking and people-centred management style. The Rise and Rule of the Shoprite King is his colourful, inspirational story.
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Published March 19, 2024
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About the author
Niel Joubert
2 books3 followersNiel Joubert works in the financial services industry. He started his career as an accountant and auditor, after completing B. Accounting at the University of Stellenbosch. He later completed B Phil Honours (Journalism) at the same university.
Niel was a financial journalist and associate editor of Sake24 on Netwerk24, the digital news platform for Media24. He also wrote for Finweek. In 2012, Niel won the Consumer Education category Citadel’s Words on Money journalism awards; in 2013 he won PriceWaterhouseCoopers’s Tax Journalist of the Year Award as the best newcomer, and in 2014 he was named Media24’s Business Journalist of the Year.
Niel also holds an MBA degree from the University of Stellenbosch, and a Post Graduate Diploma in Financial Planning from the University of the Free State. Whitey: The Rise and Rule of the Shoprige King is his first book.
Niel was a financial journalist and associate editor of Sake24 on Netwerk24, the digital news platform for Media24. He also wrote for Finweek. In 2012, Niel won the Consumer Education category Citadel’s Words on Money journalism awards; in 2013 he won PriceWaterhouseCoopers’s Tax Journalist of the Year Award as the best newcomer, and in 2014 he was named Media24’s Business Journalist of the Year.
Niel also holds an MBA degree from the University of Stellenbosch, and a Post Graduate Diploma in Financial Planning from the University of the Free State. Whitey: The Rise and Rule of the Shoprige King is his first book.
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Displaying 1 - 16 of 16 reviews
July 1, 2025
A solid read that mostly reinforces the popular view of Whitey as a retail legend. It skips over any real look at his early doubts or personal struggles—understandable, maybe, given his stable upbringing. The book also sidesteps the heavier criticisms Shoprite faced around labour practices under his watch, which feels like a missed opportunity. Still, it’s an entertaining dive into a bold, quirky and driven character. As Whitey might say—why let the full truth ruin a good story?
January 1, 2023
Great easy read.
December 23, 2022
One of the best biographies that I have read in a very long time. Well written and a real page turner. Whitey is a legend and an icon. For Niel Joubert’s first ever book, I say kudos on a great piece of work! Please write more.
December 25, 2022
Whitey se lof word té deurgaans besing, maar tog interessant - veral hoofstuk oor Steinhoff.
February 21, 2024
Whitey Basson is arguably the most successful businessman of his generation.
This book provides a deep dive into the life of Whitey as well as that of Shoprite; it's growth and how that growth was achieved.
Every step of the journey is written about, from acquisition(s) of competitors, to boardroom battles.
All-in-well, well written and most importantly well researched.
This book provides a deep dive into the life of Whitey as well as that of Shoprite; it's growth and how that growth was achieved.
Every step of the journey is written about, from acquisition(s) of competitors, to boardroom battles.
All-in-well, well written and most importantly well researched.
December 27, 2022
Nice read but very unctuous
It gave a nice background to Witey Basson, etc, but was very disappointing in the detail of the African expansion, the Steinhof issues, and other difficult matters where he wasn't such a nice guy.
It gave a nice background to Witey Basson, etc, but was very disappointing in the detail of the African expansion, the Steinhof issues, and other difficult matters where he wasn't such a nice guy.
December 23, 2023
Skitterende biografie van SA se prins van Kleinhandel. Ontsagwekkende en inspirerende verhaal van waagmoed, vaardigheid, perfeksionisme en onopgesmuktheid.
Baie geluk aan die skrywer met een van die beste sakebiografieë in SA geskiedenis.
Baie geluk aan die skrywer met een van die beste sakebiografieë in SA geskiedenis.
July 6, 2024
WOW
Phenomenal human being sums up who Whitey is; WOW. I'm short of words but more importantly inspired to be the best version of myself. Niel did a spledid job bringing this book to life, Bravo. Thank you for sharing such a beautiful life story.
Phenomenal human being sums up who Whitey is; WOW. I'm short of words but more importantly inspired to be the best version of myself. Niel did a spledid job bringing this book to life, Bravo. Thank you for sharing such a beautiful life story.
March 9, 2023
An incredible story of success and the creation of opportunities for so many people.
June 8, 2023
Written in journalistic style. Interesting.
March 23, 2024
What stood out for me most from reading Whitey's story is how connected he was to what was happening on ground level, business wise and people wise, at Shoprite. Easy read, inspiring life story.
May 23, 2024
A great tribute to Whitey and Shoprite and a nice historic back flash to the business life of the pre and post-eppertheit South Africa. Found it educative and entertaining at the same time.
December 3, 2024
An icon. There's much to learn from Whitey Basson.
June 20, 2025
Unbelievably one-sided account (a chapter of “tributes” at the end??) written like a high-school essay that lacks detail. BUT easy, and entertaining.
September 13, 2025
Great book! What a legend.
April 6, 2024
The content is fantastic.
I didn't enjoy the narration of the audiobook, it was veeery slow and dry. I think I would have enjoyed the book more in Afrikaans more and to read it myself.
Content 5/5
Audiobook 3/5
I didn't enjoy the narration of the audiobook, it was veeery slow and dry. I think I would have enjoyed the book more in Afrikaans more and to read it myself.
Content 5/5
Audiobook 3/5
Displaying 1 - 16 of 16 reviews