Cape Union Mart is one of South Africa’s most popular retailers of outdoor and adventure gear.
Its built up a solid reputation over the years for selling all kinds of quality apparel, equipment, and accessories for a wide variety of outdoor activities. In a country with so much natural beauty, Cape Union Mart has risen to the challenge of providing the gear necessary to tackle any kind of excursion, along with a reputation for knowledgeable service and excellent reliability.
Cape Union Mart has a long and proud history that dates back to 1933. In this year, Philip Krawitz, the grandfather of the current chairman, established an ‘Army and Navy Store’ on the corner of Corporation and Mostert Street in Cape Town that catered to the general public.
The store quickly developed a reputation based on its wide product range, which famously included “everything from an anchor to a toothpick”. As a result, it quickly became a one-stop shop for locals looking to engage in many different outdoor pursuits in and around the Cape area.
Becoming South Africa’s largest brand for Outdoor Enthusiasts
One of the main reasons for the store’s early marketing strategy was its location. Being sandwiched between two large retailers (namely Woolworths and OK Bazaars), it became obvious to Krawitz that Cape Union Mart would have to sell a different kind of product in order to compete.