Nompumelelo Magwaza
A SWEDISH fashion label, Stenströms of Sweden, has partnered with the South African fashion group, House of Monatic, to manufacture shirts and blouses locally for Stuttafords stores.
The two companies said yesterday that this partnership would shorten the supply-chain and create jobs in the clothing and textile industry in the Western Cape.
House of Monatic owns and manufactures formal wear brands such as Viyella, Carducci, Csquared and Monatic. These brands are sold through their own retail stores, as well as through Stuttafords stores. The group is also a subsidiary of a JSE-listed investment company Brimstone Investment.
Mike Maurer, the managing director of House of Monatic, said the co-operation would not only create new jobs and transfer skills, but it would bring a planned R3 million investment in new shirt manufacturing machines. This investment would be funded by the productivity incentive scheme through the Department of Trade and Industry.
“With a proliferation of foreign retailers opening up in South Africa, none of which source any local production, it is encouraging that Stenströms takes a different view.”
Stenströms sells its brands through Stuttafords and hopes to establish a flagship store in Cape Town and in Johannesburg in the next two years.
“These will be based on our present shop design, which has been successfully launched in Europe, with the latest opening at leading department store, KaDeWe, in Berlin,” Anders Bengtsson, the managing director and chief executive of Stenströms, said.
He said this partnership was shaped by Stenströms’ decision to move production from Europe and Mauritius to South Africa.
“We are following the global trend of making products last, making them in a sustainable way and producing them locally close to the consumer, leading to positive spin-offs for all,” Bengtsson said.
Bengtsson added that this would also boost the South African clothing industry and create job opportunities in the industry, which has been under siege for a number of years.
“Our logistics will be improved and our lead time from order to delivery will be shortened to the benefit of Stuttafords.”
He said both companies shared many values including quality service and social values beyond the balance sheet and trade know-how.
“Our target for the first 12 months of co-operation will be to distribute 10 000 shirts made in South Africa and we are looking to double that in two years’ time.
“Together with our partners, Stuttafords and House of Monatic, we are confident of growing our business,” Bengtsson said.
Laura Stewart, a group marketing executive for Stuttafords, said: “As the premium fashion retailer in South Africa, Stuttafords is moving more and more into the premium segment.”
She added that Stenströms had many loyal customers and the co-operation with Monatic would create new opportunities for the retailer to re-order more quickly.