20 of 2025
Newsletter No 20 / 6 June 2025
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Pepkor’s fashion chain Ayana aims for hundreds of stores in SA
By Nqobile Dludla
Source: https://ayana.co.za/
Recently-launched fashion chain Ayana could have hundreds of stores, the CEO of its owner Pepkor told Reuters, as the South African retailer targets trendier customers and embraces the fast-fashion model of some rivals.
Pepkor, the owner of the budget Pep and Ackermans clothing chains, is underrepresented in the adult clothing market, especially in women’s wear. Recently it has been expanding in that market with the acquisition of fashion businesses Legit, Style and Swagga.
In February, it launched 32 Ayana stores by converting discontinued Ackermans womenswear stores. The brand is more fashionable than Pepkor’s core chains and aims to refresh its ranges more frequently, with some shoppers comparing its style and store layout to Inditex-owned Zara.
“This is not like a thousand-store chain. It will be, I suppose, a couple of hundred if it’s really successful, maybe two or three hundred,” Pieter Erasmus, chief executive officer of Pepkor, told Reuters.
Ayana is targeting fashion-conscious young women with its waistcoats, bow mini dresses, and collarless jackets, “but at a price that is affordable,” Erasmus added, compared to international brands like H&M.
“Customers have responded well in the store, in sales, but also on social media. So we think that there’s an opportunity for this brand in South Africa to do, again, I don’t like using this word, ‘Zara-type’ aspirational (fashion),” he said.
He added that Ayana was also trying to tap customers that “are currently buying from some Chinese (retailers like) Shein. There’s an opportunity to really address that… So we’re going to put a big effort into it.”
Online-only retailers Shein and Temu have grown rapidly by shipping inexpensive products directly to consumers, forcing local retailers to find new ways of differentiating themselves.
Ayana currently sources its stock from Asia, particularly China, and locally in order to respond faster to changing trends, Erasmus said.
Redefining Outdoor Wear: K-Way taps local craft with Gerber & Co
By Jennifer Krug
South African rugby player Pieter-Steph du Toit partnered with Cape Union Mart as the face of the K-Way Elements x Gerber & Co. collection. Image: Supplied
A winter-ready capsule redefines functional fashion through local wool, thoughtful design and SA craftsmanship
It could be argued that, in some sense, all fashion is functional.
It may seem ridiculous at first, especially considering pieces like Willy Chavarria’s urine-stained, hole-ridden luxury underwear or Bravest Studios’ latest “rock shoe”. Yet even these eccentric designs serve a purpose: to make a statement, to provoke thought or to relay a message. What that message is, however, remains up for debate.
For brands like The North Face, Moncler or K-Way, whose brand identities are deeply rooted in utility, the rise in “functional fashion” and its offshoot, “gorpcore,” has been more than a trend; it’s a return to their roots. In SA, this movement has coincided with a renewed focus on sustainability and a growing interest in the local merino wool industry. The timing, it seems, is perfect.
A standout example is Cape Union Mart’s premium performance label, K-Way Elements, and its recent collaboration with Namaqualand-based merino wool producer Gerber & Co.
What began as a chance meeting between Cape Union Mart executive chair Philip Krawitz and Gerber & Co founder Stefan Gerber has evolved into a limited-edition winter capsule collection that fuses function, sustainability, and SA pride.
At the heart of the capsule is its hero piece: The Toughest Puffer. Designed with the outdoors in mind, this winter essential features K-Way’s signature high-performance fabrication, complete with moisture-wicking and odour-resistant properties. Instead of traditional down, the jacket is filled with locally sourced merino wool from Gerber & Co, offering exceptional warmth for chilly SA mornings while also supporting a more sustainable supply chain.
Springbok rugby player Pieter-Steph du Toit wears the Toughest Puffer. Image: Supplied
But this collaboration is about more than just smart design — it’s a celebration of local craftsmanship.
“When we talk about local, we mean it at every step — from the hands that shear the wool to the hands that sew the final stitch,” says Susan Cherry, head of product at Cape Union Mart. Every item in the collection is made in SA, creating a circular production model that helps drive job creation and support rural economies.
“This collaboration is rooted in purpose,” adds Cape Union Mart CEO Mike Elliot. “It’s about honouring the people behind the product — the farmers, the makers, the communities — and showing what’s possible when local passion meets innovation. That’s the heart of everything we do.”
The locally sourced, produced and manufactured merino wool is used as a filler in the Toughest Puffer. Image: Supplied
In an age where fashion often flirts with the absurd, this partnership reminds us that form and function aren’t mutually exclusive. When garments are made with intention, rooted in performance, purpose and pride, functionality becomes more than just a feature. It becomes the fashion.
Launched in April, the K-Way Elements x Gerber & Co limited collection is available at select Cape Union Mart stores and online at capeunionmart.co.za. 
Appointments:-
Cape Union Mart
Cape Town, W. Cape, SA – Steve Pearson has joined Cape Union Mart as GM. He was previously with Retailability for 8 years, where his last role was GM of Edgars Fashion. Prior to that he spent 2 years with Power Fashion, and 10 years with Massdiscounters
Ms Mary Baine Appointed as the new executive secretary of ATAF
Tshwane, 04 June 2025- SARS Commissioner Mr Edward Kieswetter is proud to announce the appointment of Ms. Mary Baine as its new Executive Secretary of the African Tax Administration Forum, effective 1 July 2025. Ms. Baine succeeds Mr. Logan Wort, who has served as ATAF’s Executive Secretary since its establishment in 2009.
Ms. Baine brings a wealth of leadership experience and a deep commitment to advancing fair, effective, and inclusive tax systems across the African continent. Before this appointment, she served as the Deputy Executive Secretary of ATAF, where she led the organisation’s strategic planning, international cooperation, and African multilateral initiatives with distinction. Prior to joining ATAF, Ms Baine held senior roles in the government of Rwanda, including that of Commissioner General of the Rwanda Revenue Authority and Permanent Secretary in the Ministry of Foreign Affairs. Her remarkable career has been defined by a passion for African-led development and her tireless efforts to strengthen domestic resource mobilisation as a foundation for sustainable growth.
In announcing her appointment, ATAF Chairperson Mr Edward Kieswetter stated: “Ms Baine’s appointment marks a new and exciting chapter in ATAF’s journey. Her extensive expertise, demonstrated leadership, and unwavering dedication to the Forum’s mission uniquely positioned her to lead ATAF in the next phase of its journey.”
SARS has played a pioneering role as the founding member of ATAF, which is headquartered in Pretoria. This role finds expression in SARS’s strategic objective of working with and through all the stakeholders in the tax ecosystem for the benefit of all. Importantly, the work of Africa’s revenue administrations to not only strengthen solidarity but to also forge closer working relationship and mutual benefit resonates with SARS’s outlook.
ATAF stands as the pre-eminent African network aimed at improving tax systems in Africa through knowledge sharing, capacity development and active contribution to the regional and global tax agenda through the development of Africa informed and focused policies and positions. Striving to build efficient and effective tax administrations in Africa, ATAF has positioned itself as the leader on African tax matters, thereby supporting the enhancement of economic development on the continent, and improving the living standards of the people of Africa.
As the new Executive Secretary, Ms. Baine will continue to inspire and lead ATAF’s strategic direction, champion the interests of its 44 members and the African Continent, and support Africa’s evolving development agenda.
ATAF extends its deepest gratitude to Mr. Logan Wort for his exceptional leadership over the past 15 years. Under his stewardship, ATAF grew into a respected continental institution, playing a pivotal role in shaping tax policy, enhancing capacity, and promoting international tax cooperation for African countries.
In his concluding remarks the ATAF Chairperson said, “Mr. Wort leaves a legacy of excellence, integrity, and impact. As we welcome Ms. Baine into this new role, we look forward to building on this strong foundation and accelerating progress toward a more equitable and prosperous Africa”.
Wardrobe Malfunctions
J. Vespa / WireImage / Via Getty
When Helen Mirren was heading to a past unspecified red carpet, her resourceful thinking saved her night. She told People, “I did have a problem a long time ago where a zip got stuck, and I couldn’t get in or out of the dress. I was a half an hour late already to hit the red carpet. That was a major malfunction. I went in my closet and found a dress that I bought on sale in an outlet store that had cost — it still had its tag on it — it was $39.99 that I’d paid for it, and I’d never worn it. I put that on, and I was on about six best dressed lists!”
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