Cape Union Mart

Overview

Cape Union Mart is South Africa's leading outdoor adventure retailer, founded in 1933 and headquartered in Cape Town. The company operates three retail chains—Cape Union Mart, Old Khaki, and Poetry—across South Africa, Namibia, and Botswana, with a combined store footprint of over 237 locations. The group specializes in outdoor gear, adventure equipment, and apparel for hiking, camping, trail running, mountain biking, snow sports, and travel, positioning itself as an essential destination for outdoor enthusiasts and adventurers.

History

Cape Union Mart was founded in 1933 by Philip Krawitz as an 'Army and Navy Store' in Cape Town, initially catering to servicemen and tourists with diverse international merchandise. Under Arthur Krawitz's leadership in the late 1940s, the company became known for importing premium international brands including Levi's jeans, Gore-Tex foul weather clothing, and Norwegian socks, pioneering non-seasonal merchandise sales. In 1970, Philip Krawitz (third generation) joined the business and initiated cautious expansion. The company launched Old Khaki as a fashion chain in 2005 and Poetry as a women's lifestyle chain shortly thereafter, establishing itself as a multi-brand retail group.

Product Lines

Manufacturing

Cape Union Mart sources products from international suppliers and brands rather than manufacturing in-house. The company functions primarily as a curated retailer and importer, selecting merchandise from established outdoor and fashion brands globally. Manufacturing details for private label items are not publicly disclosed.

Notable Products

• Gore-Tex Foul Weather Jackets - Premium waterproof outerwear that established the brand's reputation for quality international imports
• Levi's Jeans - Iconic denim line that Cape Union Mart pioneered as an early importer to South Africa
• Norwegian Socks - Specialty cold-weather hosiery that became a signature product category
• Hiking and Trekking Boots - Curated selection of performance footwear for outdoor pursuits
• Camping and Backpacking Equipment - Comprehensive range of tents, sleeping bags, and expedition gear
• Old Khaki Casual Wear - In-house fashion line positioned as youthful and edgy lifestyle apparel

Reputation

Cape Union Mart is regarded as South Africa's most trusted outdoor adventure retailer with strong brand loyalty among hikers, campers, and outdoor enthusiasts. The company is known for its curated product selection, quality imports, and knowledgeable staff, with consistent year-on-year sales growth outpacing competitors in its retail centers. The brand maintains a heritage-driven reputation built on over 90 years of importing premium international products and adapting to customer needs. Some criticism exists regarding pricing relative to online competitors, though the brand's physical retail experience and product expertise remain valued by its core customer base.