Update 14th September 2023: This fire took a tragic turn as it appeared on social media updates that a close family member of the De Beer family may have passed away in the fire.

Our deepest sympathies and condolences to the family.

Altough we are aware of all the facts of this developing story, The Go-To Guy will only update information once family makes a statement, this in respect of the family, their heartbreak and their sorrow during this difficult time.

Update 12th September 2023: The fire at De Beers turned into heartbreak as the body of a man was found inside the ravaged building by Firefighters, details are vague currently and the building was desolated today, no updates available at time of this publication

Update 11th September 2023: Fire extinguished by Potch Fire Brigade

News just in, De Beers Meubels fire currently raging in Maree Street as reported by First Responders Facebook Group - Emergency Services on Scene, photos below (First Responders Link)

Iconic De Beers Furniture Store on Maree Street Ravaged by Fire

A devastating blaze broke out at the esteemed De Beers Furniture store on Maree Street earlier tonight, causing significant damage to the long-standing business that has served the community for many years. Firefighters were immediately dispatched to the scene, but the extent of the destruction is yet to be fully assessed.

A Community Landmark in Peril

De Beers Furniture has been a fixture in the local community, renowned for its wide array of first-class quality wood and pine furniture. The store is notable for its continuous efforts to evolve its product line, keeping abreast of modern trends and designs and was especially popular amongst students in Potcjefstroom setting up their accommodation when starting their student journey in Potchefstroom.

A Blow to Local Manufacturing

Adding to the gravity of the incident, De Beers Furniture has been a vital supporter of local South African manufacturers. The store's business model gave it an advantage in continually monitoring the quality of the furniture produced, thereby ensuring customers received nothing short of excellence.

"The fire not only impacts the De Beers business but has wider ramifications on local manufacturers and the community at large," said a source close to the matter.

Wide-Ranging Products Lost in the Blaze

The store was particularly popular for its extensive range of products, from solid pine bedroom furniture to plasma TV stands. It offered beds in various sizes—single to king-sized—and catered to children with bunk beds and tri-bunks.

Ongoing Investigation

As of now, the cause of the fire is unknown, and an investigation is underway.

With a broad and loyal customer base, De Beers Furniture store's loss will be deeply felt in the community. As neighbors and patrons await more information, many are hoping that the store will rebuild and continue its legacy of quality and community service.

For continuous updates on this breaking story, stay tuned.

Here is the De Beers Store Prior to the Fire