MARKET-LEADING BRAND PORTFOLIO
TRUWORTHS OWNS A PORTFOLIO OF MARKET-LEADING FASHION CLOTHING AND FOOTWEAR BRANDS. THESE BRANDS ARE SOLD EXCLUSIVELY BY TRUWORTHS AND INCLUDE LADIESWEAR, MENSWEAR AND KIDSWEAR BRANDS. TOGETHER THEY TARGET THE MANY LIFESTYLE NEEDS OF CUSTOMERS WHO ARE YOUTHFUL, FASHIONABLE SOUTH AFRICANS.
Brands are premium-quality and aspirational, and focus on a tasteful blend of colour, fabric and fashion styling that is in line with international trends but customised for the South African consumer.
Beauty products from many of the world’s leading international brands as well as exclusively designed fine jewellery, footwear, sunglasses and watches are offered, along with a range of mobile products.
The business also owns a premium homeware brand.
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 a sophisticated 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:
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.
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 (launched in 1986),
Truworths Jewellery (1989),
LTD (1992),
Truworths Elements (1999),
Ginger Mary (2004) and
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 third-party branded athleisure footwear and apparel.
Context was introduced in 2019 to offer a range of exclusive Truworths fashion, including Earthaddict, LTD, lingerie, beauty and homeware for discerning female customers.
Apparel brands 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 products for young men and women at excellent value.
EXPANSION THROUGH ACQUISITION
Organic expansion of the brand portfolio has been complemented by the acquisition of the following specialist brands:
Young Designers Emporium (YDE) (2003)
Italian-inspired menswear brand Uzzi (2006)
Ladieswear brand Earthaddict (2015)
Kidswear brands Earthchild and Naartjie (2015)
Office UK
(2015)
(2015)
Homeware and linen retailer Loads of Living (2017)
BRAND STRATEGY
Core to Truworths' brand strategy is the focus on continuing to grow and develop exclusive and highly sought-after in-house brands. These brands are complemented by a small collection of specialist third-party licensed brands.
Each brand in the Truworths portfolio has a clearly defined profile and a statement of the brand DNA which ensures the merchandise has a distinctive signature. The portfolio of brands then comes together across lifestyles to create a unique and compelling customer offering. 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 print and digital marketing.
Truworths constantly reviews its brand portfolio to identify new merchandise opportunities across the customer spectrum.
Brand description
Truworths Ladieswear Emporium offers a range of aspirational and fashionable leisurewear, denim, formalwear, dresses, lingerie, Truworths and well-known third-party branded footwear, and accessories designed for the youthful, modern, fashion-conscious woman.
Brand profile
Targets all lifestyles of youthful, fashionable women, irrespective of age
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 2022
R3.7 billion
Retail sales growth on prior period
Unchanged (52 weeks: 2% decrease)
Retail sales contribution
27% (2021: 29%)
Number of emporium stores, departments within emporium stores or stand-alone stores
346 Truworths Emporium stores
335 Inwear departments
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 and well-known third-party branded footwear, underwear and accessories.
Brand profile
Targets all lifestyle needs of youthful, fashionable men, irrespective of age
Supporting brands and ranges
Truworths Man, Uzzi, Daniel Hechter Mens, Hemisphere, Hemisphere Sport, Rosati Uomo, Trench, Moskow, Exstream and Fuel
Retail sales for 2022
R3.6 billion
Retail sales growth on prior period
6% increase (52 weeks: 3% increase)
Retail sales contribution
26% (2021: 26%)
Number of emporium stores, departments within emporium stores or stand-alone stores
344 Truworths Man departments
340 Daniel Hechter Mens departments
310 Uzzi departments
36 Uzzi stand-alone stores
34 Truworths Man stand-alone stores
18 Fuel departments
6 Fuel stand-alone stores
1 Uzzi and Fuel stand-alone store
Brand description
The Truworths Ladieswear Designer Emporium offers a unique range of exclusive apparel, footwear and accessory brands that appeal to the discerning South African woman. The ranges are complementary, with each having a clearly defined look and feel and lifestyle relevance. This combination of ranges in a single space makes for an exciting better-end shopping experience.
Brand profile
Targets the specialised lifestyle needs of youthful, fashionable women, irrespective of age
Supporting brands and ranges
Daniel Hechter Ladies, Ginger Mary, Truworths Glamour, Emily Moon, Essence, LTD Ladies and Earthaddict
Retail sales for 2022
R1.2 billion
Retail sales growth on prior period
32% increase (52 weeks: 29% increase)
Retail sales contribution
9% (2021: 8%)
Number of emporium stores, departments within emporium stores or stand-alone stores
298 Ginger Mary departments
296 Daniel Hechter Ladies departments
109 Earthaddict departments
104 LTD departments
5 Context stores within store
2 Daniel Hechter stand-alone stores
2 Ginger Mary stand-alone stores
1 LTD stand-alone store
1 Context stand-alone store
Brand description
Truworths Kids offers a range of exclusive, aspirational childrenswear clothing and footwear brands that are of exceptional quality for the fashion and brand-conscious parent and child. Each brand offers a range of boys and girlswear that has its own DNA. When placed together, the unique handwriting of each brand creates an enticing offering that covers age, gender and lifestyle needs. There is also a complementary range of decorative homeware items. The brands cater for babies and children from newborns to 14 years old.
Brand profile
Newborns, toddlers, kids and tweens
Supporting brands and ranges
LTD Kids, Earthchild, Naartjie, Max and Mia, Zigi and Loads for Kids
Retail sales for 2022
R1.4 billion
Retail sales growth on prior period
11% (52 weeks: 9% increase)
Retail sales contribution
10% (2021: 9%)
Number of emporium stores, departments within emporium stores or stand-alone stores
289 LTD Kids departments
96 Truworths Kids within Truworths Emporium stores
24 Earthchild and Earthaddict stand-alone stores
11 Naartjie stand-alone stores
7 Naartjie and Earthchild stand-alone stores
6 Truworths Kids stand-alone stores
Brand description
Included in this category are 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 men and women, across broad lifestyle spectrums, who view jewellery and accessories as an integral part 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 offers a wide selection of in-demand third-party branded fashion sneakers and apparel. The target market is primarily the female customer and this is complemented by a good range of footwear for the trend-informed male customer. The range is further complemented by a limited selection of in-house designed own-brand fashion footwear for men, women and kids.
Loads of Living offers a collection of sophisticated, high-quality linen and homeware for the discerning customer.
Sync is a youthful, fashionable and commercial value brand. Despite the keen pricing, the range has an aspirational feel due to the quality and unique design. Sync offers fashion clothing, footwear and accessories for value-conscious fashionable men and women.
Brand profile
Youthful ladies and men
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 branded footwear as well as own-brand fashion footwear
Retail sales for 2022
R1.7 billion
Retail sales growth on prior period
10% increase (52 weeks: 7% increase)
Retail sales contribution
12% (2021: 12%)
Number of emporium stores, departments within emporium stores or stand-alone stores
180 Truworths Jewellery departments
130 Truworths Cellular departments
87 Truworths Elements departments
17 Office London stand-alone stores
16 Sync stand-alone stores
15 Loads of Living departments within Truworths Emporiums
9 Loads of Living stand-alone stores
Brand description
Identity offers a range of affordable and trendy fashion clothing, underwear, footwear and accessories for men, women 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
Identity Man, Identity Woman, Identity shoes, bags, lingerie and accessories, ID Kids
Retail sales for 2022
R2.3 billion
Retail sales growth on prior period
8% increase (52 weeks: 5% increase)
Retail sales contribution
16% (2021: 16%)
Number of emporium stores, departments within emporium stores or stand-alone stores
247 Identity stand-alone stores
165 ID Kids departments within Identity stores
Brand description
The 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 young designers to present their exclusive own-label ranges in a branded space. The emporiums are aimed at fashion-forward customers aged 16 to 35 years and offer 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
Brands of various designers
Retail sales for 2022
R230 million
Retail sales growth on prior period
35% increase (52 weeks: 32% increase)
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
