Retailability, owner of Edgars, adds Keedo brand to its portfolio

Retailability, the retail group based in Durban, has acquired the South African children's clothing brand Keedo from Cape Union Mart Group.

This acquisition adds Keedo to Retailability's growing portfolio of brands, which includes Legit, Swagga, Beaver Canoe, Style and Edgars, which they acquired in 2020. Retailability operates over 580 stores in Southern Africa, spanning across South Africa, Namibia, Botswana, Lesotho and Eswatini.

Nelia Annandale founded Keedo in 1993, and the Cape Union Mart Group later acquired the brand in 2016. Despite being wholly owned by Cape Union Mart Group, Keedo continued to operate independently under Annandale's stewardship. Keedo is now available online and in 20 stores across various locations in South Africa.

Norman Drieselmann, Retailability's CEO, expressed his excitement about Keedo's acquisition, stating that the brand is a perfect fit for Retailability's portfolio. 

 “I am truly excited to welcome this great South African brand into our group. Our core focus is on creating good value for our fashion-conscious customers without compromising on quality, and this acquisition allows us to deliver on that intent," said Drieselmann in a statement. 

Retailability's acquisition of Edgars in 2020 marked the beginning of the company's expansion into new brands. Drieselmann believes that this acquisition is another sign of the company's positive outlook on retail in Africa.

Written by: Staff Writer.

Guzzle Media