Cape Union Mart, established in 1933, embarked on a mission to create a distinctive shopping experience catering to both locals and tourists. Stepping into a Cape Union Mart store, customers encounter a diverse selection of products thoughtfully curated to meet a wide range of needs. This year marks their 90th birthday, a testament to their enduring legacy.
Among its offerings, K-Way has emerged as the classic brand for South African winters, easily recognizable even on foreign shores due to its triangular logo.
Philip Krawitz, the visionary founder, initially envisioned Cape Union Mart as the “Tavern of the Seas,” a haven for servicemen and tourists passing through Cape Town. In the early 1950s, Arthur Krawitz took the reins from his father, Philip, and expanded the business’s horizons. He introduced international brands like Levi jeans, the Hong Kong Anorak, Norwegian socks, Gore-Tex foul weather jackets, and drip-dry safari suits. Cape Union Mart transformed into South Africa’s beloved outdoor adventure store, catering to hiking, running, skiing, camping, travel, and safaris.
Philip Krawitz, the founder’s grandson, joined the company in 1970. In 2011, the appointment of Andre Labuschagne as CEO marked a pivotal moment in Cape Union Mart’s journey. The company’s growth extended to 140 stores, encompassing the Poetry and Old Khaki brands.
K-Way’s signature merchandise includes a versatile range of outdoor essentials designed to empower individuals in their pursuit of adventure. Their outdoor apparel, including waterproof jackets and durable pants, serves as a shield against the elements, ensuring warmth and comfort throughout South Africa’s diverse seasons.
The brand extends to footwear, backpacks, and bags, along with a selection of accessories like gloves, hats, scarves, and socks, all meticulously crafted for the comfort of adventurers.
A strong emphasis on technical gear is evident as K-Way integrates innovative materials like Gore-Tex to provide breathable, waterproof solutions for rain and wind. Additionally, K-Way’s travel gear and equipment cater to the needs of explorers and campers, completing a comprehensive line-up of products that epitomize reliability and performance in the great outdoors.
What distinguishes Cape Union Mart and K-Way is their unwavering commitment to quality and stringent testing. Every product, whether under their in-house brands or sourced from global suppliers, undergoes rigorous testing to ensure it delivers on its promises.
In an effort to reduce their environmental footprint, the K-Way factory operates on the principles of Reduce, Re-use, and Recycle. Every bit of material is maximized, and sustainable brands consistently find a home within their offerings.
A visit to the K-Way factory underscores the pivotal role of talent and passion in their success. Workers infuse their creations with love, a sentiment they proudly share with those who wear K-Way.
At the core of Cape Union Mart’s journey lies an unwavering commitment to quality, sustainability, and a profound appreciation for the individuals who have transformed it into a cherished brand for generations.
