24 Jun 2004

Over the past 12 months Cape Union Mart has launched 10 additional retail stores, bringing the total number of outlets to 36. 

This includes the newly launched Adventure Centre situated at Quay Four in the V&A Waterfront, Cape Town, the first of its kind in the country and certainly in Africa.  This expansion drive is set to continue with an additional 4 outlets set to open before the end of 2004.

Originally positioned as a ‘camping retailer’ the business has repositioned itself over the last 10-years to become the leaders in outdoor and adventure retailing with a focus on lifestyle merchandise.  In line with these changes, many of the company’s retail outlets have been redesigned to include an extensive range of features that focus on adding entertainment value to the customer’s shopping experience.  A perfect example of this is the recently launch Cape Union Mart Adventure Centre. “The addition of features such as indoor climbing walls, waterfalls and boot testing rocks and treadmills fall perfectly in line with our positioning as a lifestyle and adventure, ‘The Adventure Starts Here’,” says Evan Torrance, Marketing Manager for Cape Union Mart.