@home Presents Sage: The Evolution of Breville in South Africa

Trusted kitchen appliance leader Breville transitions to Sage, bringing the same award-winning performance under a refreshed identity.

@home, South Africa’s premier destination for stylish and functional homeware, is proud to announce the official transition of the trusted Breville brand to Sage. This move marks a new chapter for premium kitchen appliances in South Africa, offering the same trusted products and performance—now under the Sage name.

Same Products. Same Performance. Now as Sage.

South Africa’s coffee enthusiasts and home cooks have long relied on Breville for café-and-restaurant-quality experiences at home. Now, Sage continues this legacy, delivering the same innovative engineering, design-led excellence, and user-centric features that have made Breville a household name.

From coffee favourites such as the Barista Express and Barista Touch Impress, to new kitchen heroes like the Oracle Jet, InFizz Fusion, and the No-Mess Waffle Maker, Sage brings world-class coffee and cooking innovation to local kitchens.

Why the Change?

The transition from Breville to Sage aligns South Africa with key EMEA markets, including the UK, where Sage is driving growth through retail, e-commerce, and specialty coffee partnerships.

Customers can rest assured: all Breville parts, accessories, and service support remain unchanged. The only difference is the name—Sage is the evolution of Breville, designed to fit beautifully into modern life.

“We’re excited to introduce Sage to our customers,” says Christ Swart, Managing Director at @home. “This transition is about continuity and progress—same quality, same performance, new name. Sage’s fusion of striking design and intelligent performance aligns perfectly with our mission to bring world-class appliances and innovation to South Africa.”

Launch Highlights

Sage will launch in 40 @home stores from October 2025, featuring pop-up café activations and in-store tutorials. A further rollout to over 120 stores will continue into 2026.
Guests will soon enjoy new colourways for coffee machines, kettles, and toasters, alongside exciting innovations in the Sage appliance range.
The full Sage offering includes flagship espresso machines, smart ovens, air fryers, food processors, and more—each designed to master every moment in the kitchen.