One of the most inspiring tales of entrepreneurship in South Africa’s retail sector is that of Philip Krawitz, the founder of Cape Union Mart. While many are familiar with the prominent Cape Union Mart store at the V&A Waterfront, the brand’s origins trace back to its first location on Corporation Street in Cape Town. To attract customers to this initial store, Philip Krawitz devised a unique marketing strategy. He printed a small map of Cape Town—smaller than a postcard—highlighting key locations like the Post Office, Railway Station, and notably, the original Cape Union Mart store.
Krawitz would take his boat out to incoming passenger ships at the Waterfront, distribute these maps to passengers, and then row back to his store to welcome the new visitors. This inventive approach played a crucial role in establishing the Cape Union Mart brand, which has since expanded to 330 stores across South Africa, Botswana, and Namibia. The company now also owns the brands Old Khaki, Poetry, and Keedo.
In Sea Point, Cape Town, a new chapter begins with Poetry opening a substantial new store. The iconic Laughton’s Hardware & Paint stand-alone store, a fixture on Main Road for over a century, has closed its doors. The building, with a gross lettable area of 1,970 square metres, will now house Poetry Living. This marks a significant evolution for Poetry, a lifestyle brand under the Cape Union Mart umbrella, which has traditionally focused on women’s fashion.
Poetry Living represents a new venture for the brand, moving beyond clothing to include home textiles, bath, and body products. This expansion aligns with Poetry’s growth and diversification, evidenced by their recent acquisition of a double-storey heritage building on Bird Street in Stellenbosch.
As part of the Cape Union Mart Group, Poetry joins Old Khaki and other brands under this Cape Town-based retail conglomerate. The group boasts over 200 stores across South Africa, encompassing a wide range of products from outdoor gear to fashion, children’s wear, and homeware, as well as a corporate uniform division.
Though Laughton’s Hardware & Paint’s departure marks the end of an era, it is exciting to see established brands like Poetry venturing into high street spaces. As a fan of the Cape Union Mart Group and their impressive history, I wish them continued success with this new concept.
