Can you tell us about your background and what led you to start/pursue Craghoppers?
I actually started off my working life as a game ranger in various private game reserves. After over 7 years of working permanently in the bush I ended up back in Gauteng working with other outdoor clothing and accessory brands, mainly centred around sports fishing.
Through my experience built up over those years, I eventually took over the distribution of the Craghoppers brand.
Craghoppers is a premium outdoor travel apparel brand with the purpose to inspire people to discover their world, exploring the outdoors responsibly. The brand is super relevant to anyone that enjoys the outdoors, travel, overlanding and so on – as we do in Africa!
Besides being really stylish and sustainable, the clothing is packed with technologies, the usual like UPF40+ sun protection and odour control but then there’s Nosilife – a permanent insect repellent technology that protects you from biting insects. By wearing the range you are not only repelling irritating insects but you’re also protecting yourself from harmful diseases like malaria, dengue virus and other insect-borne diseases.
Who are the faces behind the brand?
Craghoppers is family-owned and operated by Keith and Joanne Black – a lovely brother-sister duo.
Locally Jackie Badenhorst is the distributor.
What inspired you to become an entrepreneur, and what drives you to succeed?
I am a driven and motivated person by nature and I’ve always done things a little differently to the norm – which has led to an interesting and varied life so far!
As a custodian of a brand I feel a great responsibility to do my best to make it a success. I also really believe in all the products I offer, Craghoppers and the other brands – and wish to share those with fellow outdoor South Africans.
Can you talk about any mentors or influential figures who have guided or inspired you in your entrepreneurial pursuits?
I have a few good friends and colleagues that have been in the industry for a long time, whom I regularly bounce ideas off or get advice from.
Otherwise I generally make my own plans and decisions and work hard to make things happen.
In your career so far, can you share an “aha” moment, when a learning made a big impact on the next step that you took?
My aha moment was when I decided to take the plunge, move away from a stable salary and start working for myself. It was a difficult step to take but I haven’t looked back since.
Tell us a bit about your personal life and what you are passionate about.
I’m a passionate wildlife photographer and spend any free time I have pursuing wildlife in destinations across the world with Tusk Photo. From SA, to Rwanda to Kenya; to further abroad in Brazil, Chile and Svalbard – I love being off the beaten track, enjoying the splendour of our natural world (always fully kitted out in Craghoppers of course J )
If you could be a professional in any industry, what would it be?
I’m already doing what I love – my clothing business and photographic hosting is the perfect balance.
What can we expect from Craghoppers in the next two years?
The brand has become more focussed – adventure travel is growing exponentially across the world after the pandemic and we’re there to kit out travellers with the most stylish and relevant clothing, that is good for the environment.
Each style is made very thoughtfully – with small details that travellers would enjoy. You’ll have to come into the store so that we can show you!
Craghoppers has won many awards for being at the forefront of new technologies and sustainability and there are also a few upgrades coming soon, that will make the clothing even more beneficial to wear.
What made you choose Village Walk as the location for your shop?
I really like the vibe of the entire East Precinct. It’s upmarket, has a good vibe and I like that people can spend time in the centre – having a meal, strolling through stores, having a drink afterwards. This is particularly great for men – who seem to not enjoy malls as much as the ladies J
What is your vision for the growth and expansion of your business in the long term?
I’d like to open 2 or 3 stores to showcase the entirety of the brand and continue with wholesale expansion with relevant upmarket outdoor partners. The brand is niche – high quality, long-lasting and will appeal to those looking for something different.
After Village Walk, where will you open next?
Looking to open in Cape Town.
