Crick Group

What Crick Group does

Crick Group is a privately held South African fashion licensing and brand distribution company headquartered in Midrand, operating since 2004. The company functions as the exclusive local partner for seven international footwear, apparel, and sneaker-care brands, holding South African licensing rights for Superga (Italian heritage footwear, est. 1911), Kappa (Italian sportswear), Alpha Industries (US military-inspired outerwear, est. 1959), Sebago (American classic footwear, est. 1946), Feiyue (Shanghai-originated canvas plimsolls), Crep Protect (London-born sneaker care, sold in 52 countries), and Sneaker King (affordable sneaker care).

Crick Group monetises through two primary streams: (1) licensing royalties and brand management fees paid by international licensors in exchange for exclusive South African market stewardship, and (2) direct-to-consumer retail revenue generated through branded concept stores (first opened 2010), a network of retail partner resellers, and seven brand-specific e-commerce websites supported by Google AdWords and brand-dedicated Instagram accounts. Internally, the company runs in-house finance, logistics, and marketing departments and operates an SAP system to manage multi-brand financials and supply chain across its Asian, European, and American sourcing network.

The company is family-controlled, founded and led by CEO Michael Joseph (industry experience since 1983) alongside co-founder David Abramsohn and second-generation directors Craig Joseph (CFO) and Ricky Joseph (Head of Kappa). It serves South African consumers of fashion, footwear, sportswear, and sneaker care products, as well as Brand Principals seeking a turnkey licensing partner for the South African market. With 31 employees and a single-country operating footprint, the company positions itself as a streamlined licensing intermediary between global brands and the South African retail landscape.

Name

Crick Group

Legal name

Crick Group

Website

https://crick.co.za

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

Crick Group is a privately held South African fashion licensing and distribution company that holds exclusive local rights to seven international footwear, apparel, and sneaker-care brands, including Superga, Kappa, Alpha Industries, Sebago, Feiyue, Crep Protect, and Sneaker King, selling through concept stores, retail partners, and brand-specific e-commerce sites.

Ownership category

akta.pro rank

Headquarters

HQ city

South Africa

HQ country

South Africa

HQ region

Africa

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Fashion Licensing: Crick Group serves as a preferred partner for international fashion licensing businesses, managing brand operations in South Africa for multiple international footwear and apparel brands.
2. Retail Sales: The company operates concept stores and sells through retail partners, generating revenue from direct sales of footwear and apparel products under licensed brands including Superga, Kappa, Alpha Industries, Sebago, Feiyue, Crep Protect, and Sneaker King.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels3 records

Core offering

Crick Group is a South African fashion licensing and distribution company that holds licensed rights to manage seven iconic international fashion, footwear, and apparel brands in South Africa. The company operates through a combination of branded concept stores, a retail partner network, and brand-specific e-commerce websites, handling internal finance, logistics, and marketing for each brand. Its portfolio spans heritage footwear, sportswear, military-inspired outerwear, canvas plimsolls, and sneaker care products.

Product overview

Crick Group is a fashion and lifestyle brand distribution company that serves as the home of iconic international fashion brands in South Africa. The portfolio consists of seven distinct footwear and apparel brands: Superga (iconic rubber-soled footwear since 1925), Kappa (sportswear and active clothing), Alpha Industries (military-inspired outerwear), Sebago (classic American footwear established 1946), Feiyue (vintage canvas plimsolls with Eastern origins), Crep Protect (premium sneaker cleaning and care products), and Sneaker King (affordable sneaker care solutions). The company operates as a brand licensing partner, managing these brands' presence and distribution in the South African market through internal finance, logistics, and marketing operations.

Differentiator

Problem solved

Functional benefit

Brands

• Superga: Iconic footwear brand for sports and leisure time, known for rubber vulcanisation technology since 1911. Popular style 2750 produced since 1925.
• Kappa
• Alpha Industries
• Sebago
• Feiyue
• Crep Protect
• Sneaker King

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core.

• Crep Protect (Brand Principals)coreOEM/ Whitelabel/ Licensing PartnerCrick Group holds licensing rights to distribute and manage the Crep Protect brand in South Africa. Crep Protect is an award-winning, aspirational lifestyle sneaker cleaning brand born in London in 2012, sold across 52 countries worldwide.
• Superga (Brand Principals)coreOEM/ Whitelabel/ Licensing PartnerCrick Group serves as the licensed partner for Superga in South Africa. Superga is the iconic footwear brand established in 1911 that pioneered rubber vulcanisation technology for mass-market footwear, with the famous 2750 model produced since 1925.
• Kappa (Brand Principals)coreOEM/ Whitelabel/ Licensing PartnerCrick Group manages the Kappa brand in South Africa. Kappa is the Italian sportswear brand dedicated to active and dynamic people, offering technical and functional clothing with modern, engaging coloured style, including fashion, lifestyle and sports apparel ranges.
• Alpha Industries (Brand Principals)coreOEM/ Whitelabel/ Licensing PartnerCrick Group distributes Alpha Industries in South Africa. Since 1959, Alpha Industries has remained one of the best makers of classic military-inspired outerwear, from versatile bombers to field jackets to parkas, growing from US military contractor to international commercial fashion seller.
• Sebago (Brand Principals)coreOEM/ Whitelabel/ Licensing PartnerCrick Group holds licensing rights for Sebago in South Africa. Sebago was established in Westbrook, Maine, USA in 1946 and is famous for its handsewn penny loafer mocassins and classic American footwear.
• Feiyue (Brand Principals)coreOEM/ Whitelabel/ Licensing PartnerCrick Group manages the Feiyue brand in South Africa. Feiyue literally means 'Flying Forward' and is a lightweight canvas plimsoll that originated in Shanghai in the 1920s, later crossing borders to France in 2006 and evolving with French and international influences.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/sneakerking_southafrica
• LinkedInlinkedin.com/company/crick-group

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

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 Crick Group