South Africa’s retail leader, Shoprite, is making significant strides in the apparel market with its UNIQ clothing chain. The company recently announced a two-pronged growth strategy: expanding its store network with 20 new locations in 2024 and exploring local manufacturing options for its basic clothing lines.
From Groceries to Garments: Shoprite’s Diversification
In recent years, Shoprite has strategically diversified its offerings beyond groceries. The company has launched standalone stores specializing in pet supplies, baby products, and outdoor gear. The 2023 launch of UNIQ marked a bold step into the apparel market, positioning the brand as the clothing arm of its upscale Checkers grocery chain.
Unlike its grocery rivals Pick n Pay and Walmart-owned Massmart, Shoprite’s UNIQ stores cater to a more affluent clientele. Eschewing the fast-fashion model of trendy, disposable clothing, UNIQ offers a curated selection of slightly pricier basics like jumpers, joggers, and t-shirts. The focus is on quality, everyday essentials that form the foundation of a timeless wardrobe.
Filling a Niche for Timeless Style
“We noticed a gap in the market for well-made, everyday wardrobe staples,” said Benise Spangenberg, head of buying at UNIQ. She elaborated on UNIQ’s commitment to providing core clothing items that people can rely on for long-term wear, contrasting it with the fleeting trends of the fast-fashion industry.
Currently, UNIQ sources its clothing from within the Southern African Development Community (SADC) region. However, the company is looking to shorten its supply chain and potentially reduce reliance on overseas production. This shift is partly motivated by the disruptions experienced during the COVID-19 pandemic, which highlighted the vulnerabilities of a globalized supply network. UNIQ is now actively investigating the possibility of sourcing its basic clothing lines from local South African manufacturers.
Double Trouble: Expansion and Potential Job Creation
The planned expansion of 20 new UNIQ stores in 2024 signifies the company’s confidence in the brand’s potential. These new locations will be strategically placed across South Africa, targeting various shopping destinations. The store rollout is expected to cater to a wider customer base and potentially create new job opportunities.
Shoprite’s commitment to expanding its UNIQ chain reflects a well-rounded growth strategy. By catering to a niche market with quality essentials, UNIQ is well-positioned to solidify its place in the South African apparel market. The success of this strategy will be keenly watched by industry observers and fashion-conscious consumers alike.
Source: Reuters
