7 minute read
BATHU SHOES: Mesh for success
MESH FOR SUCCESS
In 2009, entrepreneur Theo Baloyi relocated to Johannesburg to stay with his uncle in Alexandra while studying towards his BCom Accounting degree. As a qualified Accountant, Theo was presented with the opportunity of working at one of the top accounting and advisory firms in the world. Based in South Africa for 2 years, and later seconded to the Middle East for a further 3, It was during this period that the idea for his business came to him. In his travels, he noticed that there was something missing - an African sneaker brand, portraying an authentic African story. Thus, filling the gap became his mission.
The name ‘Bathu’ is derived from a common universal slang word mostly used in townships across South Africa, in referral to any type of shoe. This word has existed in South African townships for decades now. Bathu was founded by Theo Baloyi with the sole aim of telling a proudly, untold South African township story to the world. Theo Baloyi identified a niche in the retail business to conceptualise and establish a shoe brand around the commonly used universal word, with a deep sense of meaning in the black society and tell this story to the world.
After months of conceptualising, and feasibility studies and being rejected by 13 different factories, the Mesh Edition Sneaker was finally born in 2015. Once in production, and having dealt with the rigorous 18-month processes of design, production, quality assurance and financing, related to the Mesh Edition, Theo founded the business that is Bathu, and launched 100 pairs of Mesh Edition to the people of Alexandra, Soweto, Midrand and Thembisa. By 2017, Bathu sealed its first corporate collaboration with an incubation hub in Johannesburg. This unfolded into the release of a further 1000 pairs of Mesh Edition sneakers. In that same year, Bathu launched its first limited edition Mesh Edition Sneakers in White, which sold out in days.
In 2018, Bathu then bought its first delivery vehicle and opened its first store in Newtown, Johannesburg. The Newtown store was quickly followed by a second store in the heart of Pretoria, which later relaunched in a bigger space, providing customers with increased capacity and an innovative shopping experience.
VISION
To tell a proudly South African story to the world and be a leading shoe retail company. With the vision to build a shoe brand that Africans can proudly affiliate with, we have benchmarked our products with international footwear brands and positioned our brand to accommodate the middle class, young professionals to higher-earning consumers.
MISSION
Bathu actively seeks to establish and maintain a brand Africans can proudly affiliate with, that is of world-class standard in its quality and innovativeness. We strive to make all our shoes available only from our well-built Bathu stores that will be erected nationwide, managed by professional, well-developed employees.
BRAND MILESTONES
In June 2019, Bathu opened its first store in Free State Bloemfontein Thohoyandou, at Thavhani Mall . On the first day of trade, the brand sold 210 units, which grew to an exceptional final amount of 2000 units, for the month of December 2019. Within the first quarter of 2020, Bathu successfully secured 5 new stores for the business, reaching a bigger target market across the nation. Of the five new branches, the first store was opened on the 14th March 2020, at the popular Diamond Pavilion Mall in the city of Kimberley, Northern Cape.
From that point, demand grew and Bathu quickly had to adjust its business strategy in order to open up additional stores in Port Elizabeth, Bloemfontein, Kimberley, Thohoyandou, Polokwane & Rustenburg, which is where the positive feedback and keen demand for Bathu Shoes merchandise has been unprecedented. As it stands today, Bathu has opened 16 stores nationwide – an incredible accomplishment for a business that is, arguable, still in its ‘fledgling stage’. Bathu also has plans to position the brand across Africa, with more retail store openings, starting with Botswana in 2021.
ACTIVITIES AND OPERATIONS
We have opened 16 Stores nationally and own a 3700 SQM warehouse. We currently export our products into the SADC region, as well as into the EU.
In January 2020, Bathu lucratively acquired a 3700sqm warehouse in Centurion, Gauteng, which is being used to safely house the current staff base of 68 people, (80% of whom are from Alexandra). This figure is expected to rise to 100 people by June 2020 to help combat the disastrous local unemployment figures by creating jobs and reigniting hope to families and individuals. Bathu hopes to achieve this target by continuing to use an end to end value chain approach encompassing a business model that maintains its own vertical through direct production, sales, distribution and logistics.
During COVID-19, Bathu was highly committed to the safety of customers and took extra measures geared towards maintaining an exceptional customer experience. In all our stores, we implemented sneeze screens and stickers that assists with maintaining social distancing.
COLLECTIONS
As it stands, Bathu shoes currently sells four distinct shoe lines, namely the Mesh Edition, the Journey Edition (available in leather and suede), the Moja Edition, and the Moja X Edition. Shoes range from minimalist to vibrant, neon colour palettes.
PRICING STRATEGY
We worked on the proof of concept, research & development, quality control and assurance of our business/products for 18 months prior to launching. We have invested resources and time into the quality of our product, and into brand positioning elements. Our sneakers are of high quality and our price is benchmarked with international footwear brands retailing on this continent.
#EXPRESSIONISLIMITLESS SUMMER CAMPAIGN
On the back of announcing their release of brand new product ranges, Moja and Moja X, Bathu hosted an exciting summer event at Altitude Beach, Fourways, Sandton, in November this year. The star-studded occasion was quickly dubbed as a ‘game changer’ campaign. At the event, guests were introduced to ‘Expression is Limitless’, a summer promo by the brand that took us beyond the standard Bathu setting. Shot in a summery atmosphere, the campaign was endorsed by brand ambassadors, Khanyi Mbau and award-winning house music duo Black Motion. The event also included a viewing of the ‘Expression is Limitless’ video advertisement, which featured brand ambassadors, new shoe ranges and fantastic summer imagery. The Moja and Moja X range is available at all 16 Bathu stores nationwide and online.
BATHU SNEAKER CUSTOMISATION LAB
Bathu’s latest venture is truly pioneering. The brand has officially branched out, opening a one of kind Sneaker Customisation Lab at their Pretoria store, on 5 December 2020. With 16 stores nationwide, the brand has become synonymous with everything cool and innovative, so it’s no surprise that they’ll now be dominating the South African sneaker space, with their new exciting project. The brand has introduced its customisation offering to their already electrifying cache, and not only will the fans be able to purchase their favourite shoes, but they’ll also get to infuse their own unique style and design preferences into their sneakers.
One of the most attractive features of this project is that Bathu enthusiasts will no longer have to wait in anticipation for a store opening in order to access this particular offering. Instead, sneakerheads now get the opportunity to do it on a daily basis. At no additional cost till the end of 2020; with no fixed stencils or design patterns, customers will have the agency to pick and choose anything they want. All that is required is for fans to pop into the Pretoria store, purchase a pair of shoes, and consult with one of the in-house designers to customise their shoe - to their hearts’ content. This sneaker customisation lab is one of the first of its kind in South Africa, giving customers a key role in the creative process, which is quite the personal touch for any brand.
Bathu’s dedication to providing an uplifting, thought-provoking platform for the nation, is truly admirable.
EXCITING PARTNERSHIPS
Thus far, Bathu has collaborated with some heavy-weight brands on phenomenal projects, namely Castle Lite, Sprite, MTN, Cell C, Forbes Africa and even automotive sector icon, OPEL. Bathu’s mission is to continue on this upward trajectory so that future collaborations become more and more possible – the possibilities are endless!
LATEST AWARDS
• Top Empowerment Awards 2020 - Top Empowered
Young Achiever of the Year
• Young Entrepreneur of the
Year - Gauteng Premier
Service Excellence Awards
• BBQ Awards - Ndlovu Jewellery
Transformation Champion of the Year Award 2020
• BBQ Awards - Hennessy XO
Businessman of the Year
Award 2020
Contact Us:
Unit 4, Sterling Industrial Park OlivenhoutBosch, Centurion
mashudu.ndopu@bathu.co.za
www.bathu.co.za
Social Media:
@bathu_sa
Bathu Shoes
@Bathu
Bathu
