Choice Clothing Co.

What Choice Clothing Co. does

Choice Clothing Co. is a South African fashion retailer operating as a trading brand under Pepkor Trading (Pty) Ltd, a diversified retail conglomerate. The company sells clothing, footwear, and accessories to adult consumers through a network of physical retail stores located across South Africa, targeting value-segment shoppers seeking trend-inspired fashion at accessible local price points. Its brand positioning centers on delivering "internationally inspired style at local prices" for everyday consumers.

The product portfolio is organized into two main seasonal collections: a Women's Collection (with sub-lines including Fresh Fits, Trend Mode, Y2K Heat, Everyday Slay, City Chic, and Fit Check Ready) and a Men's Collection (with sub-lines including New Drops, Daily Drip, Y2K Outfits, Urban Mode, On-Point Fits, and Off-Duty Cool). A website supports the brand with a LookBook for style inspiration and a Find a Store locator, though no e-commerce delivery functionality is offered. Accepted payment methods include cash, Visa, MasterCard, and SnapScan.

The business operates on a direct-to-consumer, brick-and-mortar retail model with no disclosed proprietary technology platform, mobile app, API, or e-commerce infrastructure. Marketing is split between physical storefront presence and top-of-funnel digital content (LookBook, store locator). The company is privately held within the Pepkor group, with no external institutional investors, no published financial metrics, and no disclosed leadership team.

Name

Choice Clothing Co.

Legal name

Pepkor Trading (Pty) Ltd

Website

https://choiceclothing.co

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

101–250 employees

Short description

Choice Clothing Co. is a South African value-segment fashion retailer operating physical stores under Pepkor Trading (Pty) Ltd, selling clothing, footwear, and accessories to mass-market adult consumers seeking trend-inspired fashion at accessible local prices.

Ownership category

akta.pro rank

Product category

Fashion Retail

NAICS

Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458), Clothing and Clothing Accessories Retailers (458110)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Women's Clothing Stores (5621)

akta.pro primary industry

Streetwear & Contemporary Apparel Retail (CRAAABAM)

akta.pro secondary industry

Men’s Apparel Retail (CRAAABAC)

Keywords

• Value fashion retail
• Women's apparel
• Men's apparel
• Fashion footwear
• Casual clothing

Headquarters

HQ city

Cape Town

HQ country

South Africa

HQ region

Africa

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. Retail Fashion Sales: Choice Clothing generates revenue through direct retail sales of clothing, footwear, and accessories to consumers through physical store locations. The company operates a cash-based business model that emphasizes pricing transparency and value for customers.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

Choice Clothing Co. is a South African value fashion retailer that sells women's and men's clothing, footwear, and accessories through physical stores across the country. The assortment is organized into trend-themed sub-collections (e.g., Fresh Fits, Trend Mode, Y2K Heat, City Chic for women and New Drops, Daily Drip, Off-Duty Cool for men) and supported by a LookBook for style inspiration. Transactions are accepted in cash as well as via Visa, MasterCard, and Snapscan.

Product overview

Choice Clothing Co. operates as a fashion retailer offering a dual-brand product portfolio centered on two core collections: Women's Collection and Men's Collection. The Women's Collection features ladies' fashion with sub-categories including Fresh Fits, Trend Mode, Y2K Heat, Everyday Slay, City Chic, and Fit Check Ready. The Men's Collection offers men's fashion with sub-categories including New Drops, Daily Drip, Y2K Outfits, Urban Mode, On-Point Fits, and Off-Duty Cool. A LookBook feature provides style inspiration. The company positions itself as offering internationally inspired style at local prices with a cash-based business model. Products span clothing, footwear, and accessories for adults.

Differentiator

Problem solved

Functional benefit

Products and services

• Women's Collection A women's apparel, footwear, and accessories range offered across Choice Clothing's South African store footprint, segmented into trend-themed sub-collections to make current styles accessible at value prices.
• Men's Collection A men's apparel, footwear, and accessories range offered across Choice Clothing's South African store footprint, segmented into trend-themed sub-collections targeting value-seeking male consumers.
• Choice LookBook A style-inspiration feature presented via the brand website and in-store, offering outfit ideas tied to the women's and men's collections to help shoppers assemble looks.

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves3 records

Expansion highlights2 records

Direct peers

• Jet (by Pepkor): Jet is a Pepkor sister-brand offering affordable family and women's fashion in South Africa. It overlaps Choice's customer base and price point directly, making it the closest internal portfolio peer.
• Mr Price: Mr Price is a major South African value-fashion retailer selling trend-led apparel, footwear, and accessories to mass-market consumers. It is a direct competitor on customer segment, trend positioning, and price tier.
• PEP (Pepkor Holdings): PEP is the flagship value-clothing chain of the same Pepkor group that owns Choice Clothing. It targets the identical mass-market, cash-conscious South African consumer with affordable apparel, footwear, and basics — the closest comparable peer on customer, price, and geography.
• Ackermans: Ackermans is a Pepkor-affiliated value fashion and household retailer in South Africa serving lower-to-middle income consumers with affordable apparel. Comparable on customer segment, geography, and price positioning.

Broad incumbents

• Edgars (Edcon): Edgars is a long-standing South African fashion and lifestyle department-store retailer offering apparel and accessories. A broader incumbent in the same apparel-retail category but serving a higher price tier than Choice.
• Truworths: Truworths is an established South African fashion retailer targeting middle-to-upper income consumers with branded apparel. It is a broader incumbent in the same market with adjacent positioning rather than direct value-tier competition.
• Woolworths South Africa (Fashion): Woolworths SA operates a fashion division alongside its grocery business, targeting upper-middle income consumers. A broader incumbent in South African apparel retail but at a meaningfully higher price tier than Choice.

Emerging players

• Shein: Shein is a global ultra-affordable online fast-fashion platform with growing penetration in South Africa. It competes for the same trend-driven, price-sensitive consumer via a digital-only model that Choice currently does not match.
• Cotton On: Cotton On is a global affordable fashion retailer with a presence in South Africa, targeting trend-led value apparel. Comparable on customer demographic and price positioning, though operating through its own physical and digital channels.

Regional players

• H&M South Africa: H&M operates a regional presence in South Africa offering trend-led fashion at affordable price points. It is comparable on trend-led mass-market positioning but operates as an international brand rather than a local South African value chain.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/ChoiceClothing
• LinkedInlinkedin.com/company/choice-clothing-co

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Choice Clothing Co.