Ayana Initiates Ambitious Expansion with Hundreds of Stores in South Africa
Kaapstad, donderdag, 29 mei 2025.
Ayana, the new fashion chain by Pepkor, is aiming for an ambitious expansion with hundreds of stores in South Africa, as confirmed by the CEO of Pepkor. This strategic plan capitalises on the growing demand for fast fashion and trendy apparel, targeting young, fashion-conscious consumers. While Ayana primarily sources its products from Asia, it also seeks to compete with international players such as Zara and H&M. This expansion is expected to influence market dynamics and could have a substantial impact on the South African fashion industry.
A Strategic Expansion in the Clothing Market
Pepkor, owner of the fashion chain Ayana, announced plans to open hundreds of stores in South Africa, specifically aiming to appeal to younger, fashion-conscious consumers with affordable trendy clothing. This announcement was confirmed by the CEO of Pepkor who shared the growth ambitions with Reuters [1][2].
Comparison with International Brands
Ayana’s positioning and product offerings have drawn comparisons to international chains such as Zara and H&M. Despite Ayana’s ‘Zara-like’ image, the CEO emphasised that they aim to distinguish the brand by focusing on affordability without compromising on style [1][2].
Omnichannel Approaches and Local Competition
While online fashion giants like Shein and Temu have found success in the market, Ayana sees opportunities to tackle this growing competition by combining physical store presence with an online presence. This strategy is intended to offer customers a comprehensive shopping experience and leverage the changing dynamics in the retail sector [1][2][3].
Impact on the Local Fashion Industry
With a strategy that partly relies on supply chains in Asia and partly on active local engagement, Ayana is well-positioned to quickly respond to changing trends in the fashion world. The impact of this approach on the local market, particularly in terms of competition with established retailers, remains a point of interest [1][3].