2024

INTEGRATED REPORT

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Market-leading brand portfolio

TRUWORTHS OWNS A BROAD PORTFOLIO OF MARKET‑LEADING FASHION CLOTHING AND FOOTWEAR BRANDS.

These brands are sold exclusively by Truworths and extend across the ladieswear, menswear and kidswear categories. Together, they target the many lifestyle needs of Truworths’ customers who are youthful and fashionable South Africans.

The brands are premium-quality, aspirational and authentic, and focus on a tasteful blend of colour, fabric and fashion styling in line with international trends but customised for the South African consumer. The portfolio of brands comes together across lifestyles to create a unique and compelling customer offering.

The brand offering is complemented by an aspirational yet accessible range of beauty products from many of the world’s leading international brands together with own-brand fragrances, as well as a combination of branded and own-brand fine jewellery, footwear, sunglasses and watches, along with a range of mobile products. A premium homeware brand completes the customer offering.

BRAND DIFFERENTIATION

Truworths’ brand strategy is focused on growing and developing exclusive and highly sought-after in-house brands. These brands are complemented by a small collection of specialist third-party licensed brands. Truworths constantly reviews and refines its brand portfolio to identify new merchandise opportunities across the customer spectrum.

Each brand in the Truworths portfolio has its own clearly defined look and feel, and a statement of its brand DNA which ensures the merchandise has a distinctive signature, differentiated from the other brands in the portfolio. Each brand is designed to cater to a wide range of customer lifestyle needs.

These brand profiles guide the merchandise-buying teams in their product design and development process, and also determine how the brands are visually presented in stores and windows, as well as in digital marketing.

Over the past year, there has been an ongoing review of the DNA of each brand to ensure lifestyle differentiation, identify opportunities to further differentiate and elevate product, where necessary, and explore brand range extensions.

During this time there has been a renewed focus at the start of each buying cycle on ensuring that teams have focused time to creatively address their ranges with a view to achieving fashionable, well co-ordinated and tasteful ranges that will be enticing to the customer. This creative process is enhanced by collaboration between the buying teams, the in-house trend studio, and the design division.

RETAIL SALES CONTRIBUTION

EXPANDING BRAND PORTFOLIO

Truworths and Truworths Man are the core brands. They are supported by a range of internally developed mainstream brands that make up the emporium:

  • Inwear (1986)
  • Truworths Jewellery (1989)
  • LTD (1992) with LTD Kids introduced in 2000
  • Truworths Elements (1999)
  • Ginger Mary (2004)
  • Hey Betty (2011)

Emporium stores include several other sub-brands which are essential to the variety of lifestyles that Truworths offers to satisfy customers’ needs. These include well-established brands: Outback Red, Hemisphere, Finnigans, Skiny, TRS, Trench and TRNY.

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

Identity, launched in 1999, offers a range of young, affordable and trendy merchandise for the fashion-aware and value-conscious youth market. The chain operates from stand-alone stores. ID Kids was introduced in 2019 offering boys’ and girls’ collections.

Office London, the South African offering of the UK fashion footwear brand owned by the Group, was launched in 2017. The brand offers a wide selection of sought after third-party branded athleisure footwear and complementary apparel for the highly brand-conscious sneaker customer.

Context was introduced in 2019 to offer a range of exclusive Truworths fashion, including Earthaddict, LTD, lingerie, beauty and homeware for discerning female customers.

Fuel and Sync were launched in 2021. Fuel is a young, masculine fashion brand with a streetwear edge, targeting a cool, urban aesthetic. Sync targets the value segment of the South African fashion market and offers well priced product for young men and women at excellent value.

EXPANSION THROUGH ACQUISITION

Over the past two decades organic growth of the brand portfolio has been complemented by the acquisition of specialist brands:

  • Young Designers Emporium (YDE) (2003)
  • Uzzi menswear brand (2006)
  • Earthaddict ladieswear brand (2015)
  • Earthchild and Naartjie kidswear brands (2015)
  • Loads of Living homeware and linen retailer (2017)
market leading brands
market leading brands

SPECIALIST BRAND EMPORIUM STORES

The Truworths Emporium store enables customers to shop for Truworths’ multiple fashion brands in a single location, and is complemented by an advanced e-commerce site to complete the omni-channel experience. The emporium store concept has evolved with the expansion of the brand portfolio and customers have access to four specialist branded emporiums within the Truworths Emporium:

TRUWORTHS LADIESWEAR EMPORIUM
TRUWORTHS MENSWEAR EMPORIUM
TRUWORTHS LADIESWEAR DESIGNER EMPORIUM
TRUWORTHS KIDS

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 Megastore is the Emporium concept for the Identity brand and houses Identity Ladies, Men and Kids together in a single-store format.

TRUWORTHS LADIESWEAR EMPORIUM

Brand description

Truworths Ladieswear Emporium offers a wide range of aspirational and fashionable apparel, footwear and accessories for multiple lifestyle needs including formalwear, leisurewear and denim, eveningwear and lingerie. Truworths has a curated range of exclusive brands that are carefully differentiated to ensure variety and excitement, and is designed for the youthful, modern, fashion-conscious woman.

Brand profile

Each of the brands within the Emporium has its own clearly defined DNA and targets the lifestyle needs of fashionable women who appreciate good quality, combined with the exclusivity that comes from a blend of international fashion and unique in-house designs. The footwear range is complemented by well-known third-party footwear brands.

Supporting brands and ranges
Number of emporium stores, departments within emporium stores or stand-alone stores
Supporting brands and ranges

Truworths, Outback Red, OBR Sport, TRS, TRNY, Hey Betty, Inwear, Basix, Finnigans, Zeta, Truworths Maternity, Intrigue, Skiny and Peep

Retail sales for 2024:
R3.7 billion

Retail sales growth on prior period
4.4% decrease (2023: 7.6% increase)

Truworths retail sales contribution
26% (2023: 26%)

Number of emporium stores, departments within emporium stores or stand-alone stores

353 Truworths Emporium stores

TRUWORTHS MENSWEAR EMPORIUM

Brand description

Truworths Menswear Emporium caters for the wardrobe requirements of modern, fashion-conscious, youthful men by offering a range of exclusive aspirational brands that encompass formalwear, leisurewear and athleisurewear, in addition to a range of Truworths footwear, underwear and accessories. The footwear range is complemented by well-known third-party footwear brands.

Brand profile

The exclusive mix of brands in the Menswear Emporium targets all the lifestyle needs of youthful men who desire good-quality aspirational fashion apparel and footwear.

Supporting brands and ranges
Number of emporium stores, departments within emporium stores or stand-alone stores
Supporting brands and ranges

Truworths Man, Uzzi, Daniel Hechter Mens, Hemisphere, Hemisphere Sport, Rosati Uomo, Trench, Moskow, Exstream, Fuel and LTD Man

Retail sales for 2024:
R3.6 billion

Retail sales growth on prior period
3.1% decrease (2023: 2.4% increase)

Truworths retail sales contribution
25% (2023: 25%)

Number of emporium stores, departments within emporium stores or stand-alone stores

356 Truworths Man departments

352 Daniel Hechter Mens departments

329 Uzzi departments

52 Fuel departments

35 Truworths Man stand-alone stores

32 Uzzi stand-alone stores

7 Fuel stand-alone stores

TRUWORTHS LADIESWEAR DESIGNER EMPORIUM

Brand description

Truworths Ladieswear Designer Emporium offers a unique range of exclusive fashion apparel, footwear and accessory brands that appeal to the discerning South African woman. The ranges are carefully designed and curated, with each having a clearly defined look and feel and lifestyle relevance. This combination, housed in a single retail space, makes for an exciting better-end shopping experience.

Brand profile

Targets the specialised lifestyle needs of youthful, fashionable women who are attracted to good-quality designer brands.

Supporting brands and ranges
Number of emporium stores, departments within emporium stores or stand-alone stores
Supporting brands and ranges

Daniel Hechter Ladies, Ginger Mary, Truworths Glamour, Emily Moon, Essence, LTD Ladies and Earthaddict

Retail sales for 2024:
R1.4 billion

Retail sales growth on prior period
4.9% decrease (2023: 9.9% increase)

Truworths retail sales contribution
10% (2023: 10%)

Number of emporium stores, departments within emporium stores or stand-alone stores

310 Ginger Mary departments

309 Daniel Hechter Ladies departments

147 Earthaddict departments

113 LTD departments

17 Context departments within store

2 Earthaddict stand-alone stores

1 Daniel Hechter stand-alone store

1 Ginger Mary stand-alone store

1 Context stand-alone store

TRUWORTHS KIDS

Brand description

Truworths Kids offers a range of exclusive, aspirational childrenswear clothing, accessories and footwear brands that are of exceptional quality for the fashion and brand-conscious parent and child. Each supporting brand offers a range of boys and girlswear for targeted age profiles. When placed together or within an Emporium, the unique handwriting of each brand creates an enticing offering that covers age, gender and lifestyle needs. The brands cater for babies and children from newborns to 14 years old.

Brand profile

Newborns, toddlers, kids and tweens.

Supporting brands and ranges
Number of emporium stores, departments within emporium stores or stand-alone stores
Supporting brands and ranges

LTD Kids, Earthchild, Naartjie, Max and Mia, and Zigi

Retail sales for 2024:
R1.4 billion

Retail sales growth on prior period
6.0% decrease (2023: 8.0% increase)

Truworths retail sales contribution
10% (2023: 10%)

Number of emporium stores, departments within emporium stores or stand-alone stores

310 LTD Kids departments

127 Truworths Kids within Truworths Emporium stores

12 Earthchild stand-alone stores

9 Naartjie stand-alone stores

8 Truworths Kids stand-alone stores

6 Earthchild and Naartjie stand-alone stores

5 Earthchild and Earthaddict stand-alone stores

OTHER TRUWORTHS BRANDS

Brand description

Truworths Elements, Truworths Jewellery, Truworths Cellular, Office London, Loads of Living and Sync

Truworths Elements offers a range of premium international skincare, cosmetics and fragrance brands. Truworths Elements is a fresh and uncluttered beauty destination, focusing on highly sought-after prestigious brands for fashion-conscious customers, where they can enjoy the expertise of trained specialist cosmetic consultants.

Truworths Jewellery offers a selection of quality fine jewellery, trendy fashion jewellery and leading international watch and sunglass brands. The merchandise appeals to youthful women and men, across broad lifestyle spectrums, who view jewellery and accessories as an integral aspect of fashion. The range includes gold, silver and faux jewellery collections, as well as a broad assortment of fashionable watch and sunglass brands.

Office London is inspired and guided by Office UK. It offers a wide selection of in-demand third-party branded fashion sneakers and apparel. The majority of the range is primarily targeted at the female fashion customer, however, it is complemented by an appealing range of footwear for the trend-informed male customer. The range is complemented by a selection of branded accessories and bags that complete the sneaker-led lifestyle look.

Loads of Living offers a collection of sophisticated, high-quality homeware, bed linen and decorative accessories for the discerning customer.

Sync is a youthful, fashionable and commercial value brand. It is a well-priced range with an aspirational feel due to its quality and unique design. Sync offers fashion clothing, footwear and accessories for value-conscious, fashionable women and men.

Brand profile

Youthful ladies and men.

Supporting brands and ranges
Number of emporium stores, departments within emporium stores or stand-alone stores
Supporting brands and ranges

MAC, Estée Lauder, Clinique, Clarins, Revlon, Kangol, Elizabeth Arden, Coty, Gatineau and Aramis, as well as niche fashion and salon brands, international fragrance brands, third-party footwear as well as own-brand fashion

Retail sales for 2024:
R2.1 billion

Retail sales growth on prior period
5.4% increase (2023: 16.5% increase)

Truworths retail sales contribution
13% (2023: 13%)

Number of emporium stores, departments within emporium stores or stand-alone stores

186 Truworths Jewellery departments

141 Truworths Cellular departments

84 Truworths Elements departments

26 Sync stand-alone stores

24 Loads of Living departments within Truworths Emporiums

22 Office London stand-alone stores

9 Loads of Living stand-alone stores

IDENTITY

Brand description

Identity offers a range of affordable and trendy fashion clothing, underwear, footwear and accessories for women, men and kids. Identity caters for the fashion-aware and value-conscious youth market. Identity operates from independent stand-alone stores.

Brand profile

Young ladies, men and kids.

Supporting brands and ranges
Number of emporium stores, departments within emporium stores or stand-alone stores
Supporting brands and ranges

Identity Ladies, Identity Man, Identity shoes, bags, lingerie, accessories and ID Kids

Retail sales for 2024:
R2.3 billion

Retail sales growth on prior period
5.4% decrease (2023: 5.8% increase)

Truworths retail sales contribution
16% (2023: 16%)

Number of emporium stores, departments within emporium stores or stand-alone stores

254 Identity stand-alone stores

240 ID Kids departments within the Identity stores

YDE

Brand description

Young Designers Emporium (YDE) showcases South Africa’s young, cutting-edge fashion talent. As an agent, YDE markets the clothing and lifestyle products of both emerging and well-established local designers. The unique trading formula of YDE provides an exciting platform for designers to present their exclusive own-label ranges in some of the top malls in the country. The emporiums are aimed at fashion-forward customers aged 16 to 35 years and offer ladies and mens clothing, shoes, bags and accessories. YDE operates from independent stand-alone stores.

Brand profile

Young women and men in the 16 – 35 age group.

Supporting brands and ranges
Number of emporium stores, departments within emporium stores or stand-alone stores
Supporting brands and ranges

Brands of various designers

Retail sales for 2024:
R216 million

Retail sales growth on prior period
7.3% decrease (2023: 1.3% increase)

Truworths retail sales contribution
Agency sales, so therefore not included in retail sales

Number of emporium stores, departments within emporium stores or stand-alone stores

19 YDE stand-alone stores

2024

INTEGRATED REPORT