Bash is killing it

The Foschini Group’s (TFG’s) latest financial update shows that its online turnover, driven by Bash, is showing tremendous growth.

TFG’s eCommerce platform, Bash, officially launched on 20 February, aiming to change online shopping in South Africa.

Bash offers its users scale and choice, as they can use it as a “one-stop shop” for hundreds of brands that are part of the TFG group.

It also leverages the existing relationship with its TFG user base and expands it through good customer service and consistent communication.

Bash is a product developed by TFGLabs, a start-up created inside TFG and headed up by eCommerce veterans Claude Hanan and Luke Jedeiken.

Hanan and Jedeiken founded Superbalist, which was sold to Takealot. They also served as Takealot executives during the company’s rapid growth spurt.

Hanan said Bash was founded because TFG did not want to run the risk of not modernising, digitising, or innovating its brand.

He previously told Daily Investor that the way through which they want to achieve their goals was to start by focusing on “eCommerce 101”.

By focusing on the fundamentals of eCommerce, Bash hoped to hold its own in the crowded eCommerce space.

It is close to a year after its initial launch, and The Foschini Group’s latest results show that the investment in Bash is paying off.

TFG’s online turnover grew 44.8% in Q3 FY2024 and is contributing 4.2% of total TFG Africa turnover.  

“Turnover growth has been driven by consolidating our TFG Africa retail brands on the Bash platform, which was ranked as the number one South African fashion shopping app,” it said.

The results show that TFG’s big bet on eCommerce and bringing in Hanan and Jedeiken to head up the project was an excellent decision.


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