Stellies Authentic Clothing, a popular Stellenbosch-based clothing brand, opened a new store in Somerset Mall on 31 October. This is the first expansion outside of Stellenbosch, the home of the clothing brand and referent of their name.
The chief operations officer of the business, Chris Delport said that even though their brand takes inspiration from a physical place, Stellies has grown beyond that.
“Because our brand motto is ‘Live the Life You’ll Always Remember’ and you can associate with that, the brand is for you,” said Delport.
Thus, the expansion seemed like the next natural step in an attempt to “get back on their feet” after the lockdown, especially since the success of their pop-up truck idea, Delport said.
“We drove Stellenbosch plat”
Like many non-essential businesses in South Africa, Stellies initially struggled during the lockdown, but according to De Villiers, they had to be creative to stay in business. With a friend’s red Land Rover filled with Stellies stock, De Villiers and Delport sold merchandise door-to-door during level 4 and 3 of the lockdown, according to Delport.
“It’s actually a symbol [of Stellies]. So, for us, whenever we see it now this reminds us [how] we took a bad situation and made it work for us,” said De Villiers.
General manager of the mall, Mandy Bellamy said that Stellies fits in perfectly into Somerset Mall.
“Stellies has been well received at Somerset Mall. Everyone loves the Landy in the store. It definitely attracts attention and adds a different dynamic,” she said.
Surprisingly, the business did better in May then they did the year before, despite lockdown conditions, said
The new store has a Land Rover on display as the vehicle is now synonymous with the business, according to De Villiers said.
The original red Land Rover can be found in Stellenbosch Square, still being used as a sales vessel, said Delport.
The Stellies team have one more launch insight with another pop-up store to be announced later this year, De Villiers disclosed.
Stellies has two other stores in Stellenbosch, one in the Neelsie Student Centre and one Mill Street in Central Stellenbosch.
No idle hands here
Inspired by the first national address by President Cyril Ramaphosa announcing the nationwide lockdown, Stellies decided to donate 50% of their online sales to the national Solidarity Fund.
“Part of why we are building this brand is to make a difference,” Delport said.
According to Delport, employees kept busy with online courses during the lockdown.
Same ol’, same ol’ Stellies
With the business for almost three years, Linné du Preez, a Stellies employee said that she was initially worried about the expansion to Somerset West, but now predicts that the new store will be their most successful store.
“I was worried it was becoming a ‘franchise’, but after seeing the shop and how successful it is, I realised it’s not becoming a franchise. It is still the Stellies shop. I mean it’s the same people [that buy there]. I,” said Du Preez.
De Villiers recognised the team effort behind the success of the business and the expansion.
“We’ve got a phenomenal team. This would not have been possible if it weren’t for the people we have. We couldn’t do this without the team, not at all,” said De Villiers.