Homeownership in South Africa is increasingly being shaped by women. According to a recent Standard Bank report, approximately 70% of home buyers in 2025 were women, highlighting a significant shift in the country’s property landscape and signaling a growing generation of women taking ownership of their futures through the spaces they call home.
While purchasing a home is often viewed as a financial milestone, it is also becoming a powerful act of self-expression, allowing homeowners to create environments that reflect their lifestyles, aspirations and personal journeys.
For Leroy Merlin South Africa, this evolution reflects a broader trend: women are not only buying homes, but they are also increasingly leading the decisions that shape them.
” We’re seeing more women confidently taking ownership of their home improvement journeys, from making purchasing decisions and planning renovations to tackling DIY projects and creating spaces that reflect their needs and aspirations,” says Jillian Kay, Brand Strategy Leader at Leroy Merlin South Africa.
“Home transformation is no longer viewed as a traditionally male-led space. Today, women are playing a significant role in shaping how homes function, feel and evolve.”
Building More Than A Home
For many South Africans, a home represents far more than four walls and a roof. It is a place where memories are created, families grow, traditions are preserved and futures are built.
As women continue to invest in property ownership, they are also investing in creating spaces that support the people and communities around them.
From first-time apartment owners and young professionals to mothers, entrepreneurs and retirees, women are increasingly viewing their homes as an extension of themselves: spaces that are practical, comfortable, functional and deeply personal.
According to Jillian, this shift is contributing to a more intentional approach to home improvement.
“People want homes that reflect how they live. Whether it’s creating an entertainment area for family gatherings, designing a productive work-from-home space or upgrading a kitchen that brings people together, we’re seeing homeowners make choices that are deeply connected to their everyday lives.”
She Builds Her Ekhaya
At the heart of Leroy Merlin’s Women’s Month campaign is the idea of “She Builds Her Ekhaya” – a celebration of the many ways women build, shape and nurture their homes.
Rather than focusing solely on construction or renovation, the Leroy Merlin recognises that building a home happens through countless decisions and moments over time.
It is choosing the paint colour for a child’s bedroom.
It is planting a garden that will grow alongside a family.
It is creating a welcoming space for friends and relatives to gather.
And sometimes, it is picking up a toolbox and tackling a project personally.
“Building a home takes many forms,” says Jillian. “For some, it’s a large renovation project. For others, it’s the small changes made over time. What’s important is that people feel empowered to create spaces that work for them, and we’re seeing more women than ever taking ownership of that process.”
Creating Homes That Tell A Story
As South Africa continues to see more women entering the property market, their influence extends beyond homeownership and into the broader way homes are designed, used and experienced.
From functionality and sustainability to comfort and connection, women are helping redefine what modern living looks like.
And while trends may come and go, one thing remains constant: the desire to create a home that reflects who you are and the life you’re building.
“Every home tells a story,” concludes Jillian. “This Women’s Month, we’re celebrating the women who are writing those stories every day through the spaces they create, the relationships they nurture and the futures they continue to build.”
