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‘We’ve reverted to traditional offerings instead of chasing athleisure’

Published: 20th Apr 2026

Author: By Kamlesh Chagan; The Vault/American Clothing

Cape Town, W. Cape, SA – Trading conditions: Still sluggish overall, but we’re hopeful the recent cold weather will lift winter sales. April is also challenging with public holidays which affects the trading rhythm.

Product strategy: We’ve reverted to traditional offerings vs chasing athleisure. Focus is now on local manufacturers and our leather footwear advantage. Strong sellers: Bolton, Dick Whittington, Eddels, Corrida, Dakotas. Consistent imports: Sebago, Caterpillar, Urban Art. Our in-house Vault leather range, made in SA, gives great value.

Consumer reality: Despite Cape Town’s buzz, development, ‘semigration’, and tourism, spend hasn’t flowed to retail. Customers are stretched and choosing lifestyle/dining over apparel, defaulting to low-budget options. Temu & Shein pressure is real — low price, huge choice, no-hassle returns.

Suburban outlook: Major upgrades planned for Claremont and Wynberg should bring our target customer back. MyCiti will help commuter access. Wynberg street trade is already healthy. We’re seeing interest from chains, internationals, and were recently approached by a Malaysian group for space.

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