The Foschini Group’s (TFG) e-commerce platform, Bash, has experienced significant growth in its latest year of operation. According to a recent trading report, Bash’s online sales surged by 41.4% in the first three quarters of TFG’s 2025 financial year (April 1 to December 28, 2024). This impressive performance has driven Bash’s contribution to TFG’s retail turnover from 4.2% to 5.6%, highlighting the platform’s growing importance within the group.
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Bash’s success can be attributed to several factors. The platform’s leadership team, consisting of e-commerce veterans Claude Hanan and Luke Jedeiken, played a crucial role. Hanan and Jedeiken previously co-founded Superbalist, a successful South African online retailer acquired by Takealot. They leveraged their experience to propel Bash’s growth and establish it as a leading online shopping destination in South Africa.
Another key factor is Bash’s comprehensive product offering. As a “one-stop shop” for hundreds of TFG brands, Bash caters to a wide range of consumer preferences. This variety, coupled with its location within TFG’s tech hub, TFG Labs, positions Bash to be a major player in the African e-commerce landscape.
Bash’s achievements are even more remarkable considering the intensifying competition from Chinese retailers like Temu and Shein. These companies have disrupted the South African online shopping market with their aggressive pricing strategies. The impact has been severe, with several local online stores like Superbalist and Zando being forced to shut down or undergo significant restructuring.
Despite these challenges, Bash has managed to carve out a strong position for itself. This resilience can be partly attributed to its ability to offer a curated selection of brands and products that cater to the specific needs of South African consumers. Additionally, Bash likely benefits from TFG’s established infrastructure and resources, allowing it to compete more effectively with the deep pockets of Chinese retailers.