Egg aims to disrupt SA retail's status quo "The world is not as it was, and neither is retail. A new approach was needed that challenged the status quo and offered a way for local brands to be seen and bring excitement back to shopping malls like never before." These were the words of retail entrepreneur Paul Simon, founder of YDE, when describing the thinking behind one of South Africa's most innovative new retail attractions, Egg. Arie Fabian (left) and Paul Simon (right). The 2,700m2 multi-brand, experiential shopping space launched in Cape Town’s Cavendish Square on 1 December, and is the result of a 50-50 joint venture between retail mavens Paul Simon and Arie Fabian, and Old Mutual Property.