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Market-Leading Brand Portfolio

Truworths owns an enviable portfolio of market-leading fashion clothing brands, offering some of South Africa’s most sought-after ladieswear, menswear and kidswear brands.


Truworths offers customers fashion styling of an international standard across a diversified portfolio of aspirational brands that appeal to the different lifestyles of youthful, fashionable South Africans. In addition, the business also has a strong and growing kidswear offering.

Core to the brand strategy is the focus on developing and growing exclusive in-house brands. These are complemented by a small collection of specialist third party licensed brands, mainly in men’s denim, lingerie and footwear.

Each brand has a clearly defined profile which ensures the merchandise has a distinctive signature.

Truworths constantly reviews its portfolio of brands to identify new categories of merchandise that offer opportunities to meet customer needs. This could include merchandise for different occasions or lifestyles or, in the case of kidswear, a different target group.


Truworths and Truworths Man are the core brands and are supported by a range of internally developed mainstream brands:

  • Inwear (launched in 1986)
  • Truworths Jewellery (1989)
  • LTD (1992)
  • Truworths Elements (1999)
  • Identity (1999)
  • Ginger Mary (2004)
  • Hey Betty (2011)

Daniel Hechter, the French designer brand, has been offered under an exclusive long-term licence agreement since 1984.

Organic expansion of the brand portfolio has been complemented by the acquisition of Young Designers Emporium (2003), menswear brand Uzzi (2006), kidswear brands Earthchild (2015) and Naartjie (2015), and ladieswear brand Earthaddict (2015).

The portfolio has been extended with the launch in August 2017 of Office London, the South African offering of the UK fashion footwear brand owned by the Group. Originating in London, the fashion capital of the world, Office London is a world authority on fashionable footwear and offers a wide selection of third party branded athleisure footwear, some of which is exclusive to Office, complemented by a limited selection of in-house designed own-brand fashion footwear. The shoes are showcased in modern, light and energetic stores in the top retail locations in South Africa.

Truworths' brand offering will be further extended in the 2018 financial period following the acquisition in August 2017 of Loads of Living1, a South African retailer of sophisticated linen and homeware catering to the contemporary lifestyles of our customers.

1. Acquisition subject to Competition Commission approval at the time of preparing this report.


Customers can shop for these multiple fashion brands in a single location, the Truworths emporium store. The emporium store concept has evolved along with the expansion of the brand portfolio, and customers now have access to four specialist branded emporiums within the Truworths emporium:

  • Truworths Ladieswear Emporium
  • Truworths Menswear Emporium
  • Truworths Designer Emporium
  • Truworths Kids Emporium

The Truworths portfolio of brands and specialist branded emporium stores offer an enticement to youthful and fashionable consumers to shop for quality apparel merchandise of international styling and standard.

Identity and YDE

Identity and YDE operate from stand-alone stores and are not included in emporium stores as they target a different customer profile to Truworths’ shoppers.

Coolest fashion brands

Identity was again voted the Coolest South African Fashion Brand in the Sunday Times Generation Next awards for 2017. Uzzi was ranked second and LTD fourth. Now in its thirteenth year, the Generation Next survey polls the opinions of the youth market in the country across a range of brand and product categories.