Pick n Pay Clothing is adding fresh looks at its stores with a new summer range designed by young creators as it evolves from its origins of leggings and basic T-shirts. It will also revamp its flagship stores with a more extensive range.
A unit of JSE-listed food retailer Pick n Pay, the clothing business has been recording strong growth due to the popularity of its quality day-to-day basic items. Since 2020 it has launched curated collections by upcoming designers, at accessible prices.
On Thursday it unveiled a new range by designers Thando Ntuli and Kiav Mitoo as part of its Futurewear programme which was launched three years ago and seeks to create on-trend limited ranges for customers.
We are working with emerging designers to harness their personal and unique styles to create on-trend ranges
— Hazel Pillay, general manager of Pick n Pay Clothing
Hazel Pillay, general manager of Pick n Pay Clothing, says the Futurewear initiative is part of the company’s commitment to making fashion accessible to all. “Working with young, fresh talent who have their fingers on the pulse of trends as they translate them into affordable designs for our shelves has been exciting.”
The company has partnered with fashion designer Gavin Rajah who mentors young designers to create household labels they can commercially sell. So far, 10 limited collections have launched with four more, including those of Rajah and Cinani Nhlapo, launching in the next three months.
“Working under Gavin has given us a better understanding of the fashion industry and growing a business while building a brand around yourself,” says Ntuli.
Ntuli has shown her designs in Nigeria, Kenya and Germany and started her fashion brand in 2019. Mitoo, a graphic designer, will launch his own T-shirt range.
Ntuli and Mitoo’s new ranges will be available in 40 stores and online, said Pillay.
Pillay says every year the company receives around 100 applications from creatives, including students, graduates and people who have only matric and no experience in the fashion industry “but just raw talent”.
“We are working with emerging designers to harness their personal and unique styles to create on-trend ranges for our customers, perfectly suited to a season.”
Designers will receive mentorship to help them understand the complexities of garment production, sourcing, sustainability and the need to drive a circular economy.
“Mentorship helps our future designers develop a knowledge base to make informed decisions and develop a career trajectory. It’s imperative for individuals at the beginning of their careers — it is as important during their career path. It provides a professional infrastructure to rely on and is integral to the emotional support individuals need,” says Rajah.
Pillay says the company is not introducing new design wear regularly as “we are creating exclusive designer ranges ... if you end up doing too many in one go it is not as exclusive”.
He said the aim was to build anticipation and ensure products are in demand and sell out fast. “If you have it every day it loses its philosophy.”
Euromonitor research analyst Kauthar Jakoet previously said Pick n Pay’s decision to avoid excessive fashion trends is catering to the future generation of consumers. “Taking such a focused approach is in line with Gen Z's desire for simplicity, sustainability and a less trend-driven approach to fashion,” said Jakoet.
Pick n Pay has shifted from being a strong ladieswear retailer into a family retailer with an emphasis on kids’ wear and men's wear to strengthen its proposition in the value market. It has since expanded its shirts and pants range for men to cater for the demand for affordable workwear.
Pick n Pay Clothing is available in 21 hypermarkets, 149 supermarkets and 333 stand-alone stores. It aims to open 60 stores in the 2024 financial year. So far it has opened 20.
On Thursday, the company reopened its revamped Sandton City store, one of three flagship stores. The other two that will be refurbished are in Gateway, KwaZulu-Natal, and Canal Walk, Cape Town, to give them an upmarket store design, with more space to accommodate a more extensive range than the other stores.
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