End of an era for the 93-year-old South African retailer behind K-Way and Old Khaki

[Bianke Neethling]

End of an era for the 93-year-old South African retailer behind K-Way and Old Khaki

Cape Union Mart is looking to tap into a new generation of outdoor customers with a brand platform that better reflects the expanded definition of "adventure" for modern-day consumers.

 

[ShaunSA]

Expanded definition of "adventure"? Like wearing athleisure makes me an athlete?

Damn I've already given them a name. Adleisure

 

[FiestaST]

An end of an error.

 

[ShaunSA]

Ad ven of a ture.

Sounds more fancy in Latin like all those school mottos

 

[WollieVerstege]

Although I am an avid hiker and outdoorsman, I have not bought from CUM in years. Their focus drifted to far from their core business.

 

[Ninja'd]

End of an era for the 93-year-old South African retailer behind K-Way and Old Khaki

Cape Union Mart is looking to tap into a new generation of outdoor customers with a brand platform that better reflects the expanded definition of "adventure" for modern-day consumers.

So they're going woke? "Modern-day" is usually code for woke.

 

[Tacet]

Although I am an avid hiker and outdoorsman, I have not bought from CUM in years. Their focus drifted to far from their core business.

Osprey, REI, Deuter, Gregory hiking bags? - nope
Spyderco knives - nope
Tentco tents - nope (they have the gazebos, noted)
Oztrail - nope

Just about the only thing they're good for is Stanley flasks. And oh, I bought a Victorinox paringknife from them when our holiday lodging didn't have any.

Cape Union tries to act as though they're a premium group, but they don't sell the real premium brands. Instead they stock similar quality kit than Decathlon, but at much higher prices.

 

[nulkoel]

Live Life Outside is a new brand platform intended to reflect how the outdoors and Cape Union Mart have changed

I hate it when the outdoors change.

Although I'd love for all my outdoor stuff to be premium brands from Just Like Papa, I've always returned to Cape Union Mart for something like hiking pants, shirts and jackets.

 

[Lawnchairman]

Market will respond accordingly.