24 of 2018


Newsletter No. 24                                                               29 June  2018

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Spree, Superbalist to create new online platform

Media24 and Takealot.com are uniting their online fashion brands, Spree and Superbalist, creating a new online fashion platform for South African consumers. There is currently no integration between Spree and Superbalist, both part of the Naspers group, with each running its own sourcing and buying, technical, marketing, warehousing and logistics functions.

In South Africa the penetration of online retail sales is currently around 1 per cent, while in the USA, China and the UK it is in excess of 13 per cent. Clothing and footwear sales in the UK drive a large share of the growth of online retail with similar trends in the USA, China and India. This suggests that there is room to build a substantial position in the online footwear and apparel market in South Africa.

Currently, Spree and Superbalist primarily target a similar, if not the same customer segment and demographic in South Africa. Merging the two businesses into a single entity will create a larger, more focused platform on which to build a substantial online retail, footwear and apparel business.

The new venture will be held 51 per cent by Media24, Spree’s current shareholders, while Takealot Group will own 49 per cent of the venture. Takealot will be responsible for the day-to-day operations and management of the business.

The merger is effective on July 1, 2018 and is not subject to Competition Commission Approval. The merged entity will undergo a two to three month period of integration planning and implementation during which each business will continue to operate independently before final integration.

“We are very excited about the opportunity to further accelerate the growth of online fashion retail in South Africa. We look forward to welcoming Spree into the Takealot Group,” said Kim Reid, Takealot Group CEO.

“Media24 believes in and loves efashion. Since starting Spree in 2013 we have always said efashion is a very important growth portfolio to ensure a diversified and sustainable future for Media24. That is why we are delighted to be the majority shareholder in the combined business,” said Esmare Weideman, CEO of Media24. F2F

Devan launches natural technology to make textiles free from pet allergens

Ronse, Belgium – Textile-finishing innovator Devan Chemicals recently launched a technology to make textiles free from allergens shed by cats and dogs. Purissimo is a probiotic-based solution and therefore completely natural. The technology was inspired by their experience with Purotex®, a successful allergen reduction solution that has been used in bedding for more than ten years.

Over the past few decades, pets have been climbing up the social ladder and have moved from outdoor protectors to indoor family members. The American Pet Products Association estimates that 65% of US households own a pet, with cats and dogs being the most popular ones. In Europe, more than 30% of the households own a pet. Although the data are not unequivocal, researchers believe this increasingly close contact between humans and pets and the resulting higher allergen exposures might be a reason for the increase in pet allergies.


Since many studies have suggested that allergic diseases have increased in frequency, Devan thought it was about time someone came up with a solution. Purissimo is a natural technology, inspired by Devan’s years of experience with Purotex®, a very successful allergen reduction technology that is being used in the bedding industry for more than ten years. With a significant reduction in the house dust mite population of more than 99%, Purotex® has proven to be an effective, preventive strategy for reducing allergic diseases related to house dust mites.

But, unfortunately allergies are not limited to beds and house dust mites alone, and so Devan started exploring what further could be done to reduce health problems related to allergic reactions. After months of testing, the company came out with a solution for allergies triggered by pets such as cats (cat allergen Fel d 1) and dogs (dog allergen Can f 1). Test results show a significant reduction of 92,8 % on the amount of cat hair allergen Fel d1 found in treated samples. The technology is based on probiotic bacteria and therefore, completely natural.


First, inactive probiotic bacteria are encapsulated into microcapsules. These microcapsules are then integrated into textiles. When the fabric is exposed to friction, the microcapsules break open and release the spores. The spores absorb humidity, are then transformed into probiotic bacteria and start to consume the organic matter which contains the various allergens that cause allergic reactions and asthma.

Since pet allergens are also found in homes where there aren’t any pets (because of dispersion by adherence to textile surfaces such as clothing and shoes), Devan’s solution could be used to treat household textiles such as carpets, curtains, upholstery fabrics, etc., resulting in a clean, fresh and allergen-free environment. Also think of car blankets and other pet blankets. And not only in our homes, but also in public spaces like schools, hospitals, libraries, etc., this technology could be used to prevent the dispersion of pet allergens and the ‘second-hand’ exposure that comes along with it.

Prime Fastener have recently launched their Eco Color card 

Prime Fastener have recently launched their Eco Color card with 23 environmental friendly color finishes in line with international trends to promote a more environmental friendly and green planet.

Many international textile brands in both Europe and the USA are demanding that their garments are sourced using sustainable fabric and environmental friendly trims such as shell, coconut and wood buttons and eco color metal finishes.

Prime Fastener, a leading trimming company, have met this demand by adding to their range an Eco friendly metal coloring process.

Why is it important to use environmentally friendly products?

Glen Isserow from Prime Fastener explains “Eco-friendly items ensure safety from all dangerous chemicals, and allows the garment wearer to have full peace of mind that their body is not being exposed to dangerous chemicals as well as no undesirable chemicals were harmful to the earth in its production”.

Glen goes on to say that using eco-friendly products improves the quality of life in terms of mortality, age, diseases, and illnesses.

Prime Fastener has invested heavily both in customer satisfaction and environmental protection. Not only is this a policy, but also a deeply held conviction, Glen adds that they use the very latest technology to minimize their impact on the environment in areas such as galvanizing, waste water treatment and recycling.

As in order to stay ahead of their competitors and offer both their local and international customers with eco friendly trims, Prime Fastener can proudly and independently authenticate that their new Eco trim range are certified with the following:

All Eco friendly finishes use a cyanide-free coloring process ensuring a substantial reduction in their carbon footprint, such a reduction in emission greatly reduces the harmful exposure to both production employees and end uses.

Eco finishes provide a substantial reduction in energy and resource consumption compared to the traditional electroplating process with a saving as follows:

60% reduction in electricity.

75% reduction in water consumption.

90% reduction in metal water discharge.

90% recycled water usage

Healthier Lifestyle

Along with the eco-friendly benefits, there are also personal benefits that coincide with using all-natural products. Plastics, for example, are known to have BPA, lead, and other harmful chemicals that can cause many different illnesses and diseases in both children and adults. For adults, the risks include diabetes, heart disease, autoimmune diseases, and reproductive system abnormalities. For children, it can cause premature puberty, diabetes, stunted growth, and autoimmune disorders. Eco-friendly, all natural products ensure safety from all dangerous chemicals, and allows families to avoid risky additives that can cause any of these issues.

Glen adds to the above by saying that Prime Fastener are celebrating their silver anniversary this year having been in business for 25 years, “we were the first trimming company in South Africa to offer Nickel Free press studs for their babywear and bedding industry, nickel a metal often associated with sensitivity and well documented to cause skin irritation and swelling was introduced way back in 1998 and is now the standard having phased out all nickel items many years ago. I see the same thing happening with Eco metal colour finished and look forward to one day in the near future where these colours will be the norm.

Source Africa 2018 took place last week from 20-21 June 2018 at the CTICC.

By Kathryn Frew

The event featured insightful seminar sessions by industry experts from leading companies such as WGSN and the IDC to name a few. A steady flow of prescheduled B2B meetings also took place in the business matchmaking lounge between exhibitors and potential clients over the 2 days.

Attendees welcomed the launch of the fashion shows which saw manufactures from various African countries showcasing their products. We also launched the Young Designers Competition which featured finalists from 6 of SA’s top design colleges who had the opportunity to showcase their incredible talent, with Tara Simeon taking the top spot with her multifunction-ensemble at the event.

As we close the 6th edition of Source Africa 2018, Messe Frankfurt South Africa can proudly say that we have built a solid foundation for future events within the sector. We are extremely grateful for the support from our exhibitors, sponsors and partners. Thank you for your attendance and participation, we look forward to seeing you next year!

Did you know……..

What were the names of 1920’s Fashion Designers?
The names of the most Famous 1920’s Fashion designers included Gabrielle “Coco” Chanel,  Jeanne Lanvin, Elsa Schiaparelli, Sonia Delauney, Jean Patou, Madeleine Vionnet, Florrie Westwood, Norman Hartnell, Hilda Steward and Victor Stiebel.

Who were the 1920’s Fashion Icons? The 1920’s Fashion icons included Hollywood movie stars such as Norma Shearer, Joan Crawford, Clara Bow, Louise Brooks, Marie Provost, Marlene Dietrich, Gloria Swanson and Colleen Moore. Other Fashion icons included Zelda Fitzgerald, Josephine Baker, other celebrities and members of royalty

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