Upmarket fashion and homeware retailer TFG said on Wednesday that it has signed a franchise agreement to be British sportswear giant JD Sports Fashion’s exclusive retail partner in South Africa. Demand for casual and sportswear has remained steady in South Africa, even after the Covid-19 pandemic, which accelerated a shift to working from home, prompting consumers to shop for comfortable footwear and leggings. Some still work from home two to three days a week.
Sports said the deal is part of its global growth strategy to expand into underpenetrated markets and become a global athletic leisurewear “powerhouse”. “This partnership allows TFG to bring a new compelling international sports fashion offering to the South African market,” Anthony Thunström, TFG CEO said in a statement.