With Shein, Temu and Bash threat, can Superbalist ever make money?

It has struggled to do so while under Takealot …

Chinese fast-fashion retailer Shein is giving Superbalist a run for its money. It overtook the SA retailer, when measured by market share, sometime in the past year. Image: Bloomberg

Retailability, owner of Edgars, Legit and a number of other brands, would’ve likely had a glance too. It has also contracted Takealot to continue handling fulfilment. One assumes this covers the picking, packing and delivering of orders. This means that the new owners won’t need to invest significant amounts of capital in building out this competency themselves.

Add the fast-fashion giants the entry of Amazon into South Africa will deliver , and the aggressive push by TFG with Bash, and one can see why Superbalist suddenly isn’t that great a business right now.Data from third-party consumer analytics outfit Reveal shows that Superbalist has lost about two percentage points of market share over the last two years, with Shein mopping up about the same amount.

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