Pick n Pay Clothing

What Pick n Pay Clothing does

Pick n Pay Clothing is the apparel division of Pick n Pay, a major South African retailer listed on the Johannesburg Stock Exchange. The division sells clothing for women, men, and families through the asap! super app, a single mobile platform that integrates groceries, clothing, the Smart Shopper loyalty programme, and value-added services into a unified omnichannel shopping experience. Orders are fulfilled from a dedicated dark store in Johannesburg and delivered nationwide within three to five working days.

The division's core technology is the asap! super app, a proprietary digital commerce platform that was relaunched in 2025. The relaunch drove a 131% increase in first-time buyers, and the broader asap! platform recorded a 31.8% increase in online turnover in the 48 weeks ended 1 February 2026. Pick n Pay Clothing was launched nationwide on the app in March 2026 as part of the parent company's omnichannel ecosystem investment and turnaround strategy. The clothing line is positioned as a horizontal extension of the existing grocery and loyalty ecosystem rather than a standalone apparel business.

Pick n Pay Clothing operates as a division of Pick n Pay rather than as an independent legal entity, generating revenue through direct one-time sales of apparel merchandise via the asap! app. The go-to-market motion is product-led growth, leveraging the established Pick n Pay retail brand, the nationwide dark-store fulfillment footprint, and the Smart Shopper loyalty programme to acquire and retain customers without standalone brand-building investment. The company targets South African online shoppers seeking a convenient integrated platform for groceries and clothing, with 10,000+ employees (reported at the parent-company level) supporting the underlying retail and digital infrastructure.

Name

Pick n Pay Clothing

Website

https://picknpayclothing.co.za

Company type

Private

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Pick n Pay Clothing is the apparel division of South African retailer Pick n Pay, selling clothing for women, men, and families through the asap! super app, with orders fulfilled from a Johannesburg dark store and delivered nationwide within 3-5 working days.

Ownership category

akta.pro rank

Product category

Apparel Retail

NAICS

Clothing and Clothing Accessories Retailers (4581), Clothing and Clothing Accessories Retailers (458110)

SIC

Retail-Family Clothing Stores (5651), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Off-Price Department Stores (Apparel-Led) (CRAEABAB)

Keywords

• Apparel retail
• Online clothing
• Super app commerce
• Loyalty programme
• Mobile delivery

Headquarters

HQ city

Cape Town

HQ country

South Africa

HQ region

Africa

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Technology or R&D, Marketing or Sales, Personnel

Revenue model

1. Product Sales - Clothing: Direct sales of clothing merchandise through the asap! app, with orders fulfilled from a dedicated Johannesburg dark store and delivered within three to five working days nationwide
2. Online Grocery Sales: Online turnover from grocery sales through the asap! platform, which grew 31.8% in the 48 weeks ended 1 February 2026

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

Pick n Pay Clothing is the apparel retail division of Pick n Pay, selling clothing for women, men, and families through the asap! super app. The clothing offering is bundled with grocery delivery and the Smart Shopper loyalty programme on a single mobile platform, with orders fulfilled from a dedicated Johannesburg dark store and delivered nationwide within three to five working days.

Product overview

Pick n Pay operates a unified digital commerce platform centred on the asap! super app, which integrates multiple service lines — groceries, clothing (Pick n Pay Clothing), and the Smart Shopper loyalty programme — into a single mobile experience. The recently launched clothing section extends the app's retail footprint beyond groceries, enabling omnichannel shopping with delivery from a dedicated Johannesburg dark store.

Differentiator

Problem solved

Functional benefit

Brands

• asap!: Pick n Pay's super app and delivery platform for groceries, clothing, and value-added services.
• Smart Shopper

Products and services

• Pick n Pay Clothing (Apparel Range) Clothing collection for women, men, and families sold directly to consumers via the asap! super app and fulfilled from a Johannesburg dark store with nationwide home delivery within three to five working days.

Quantifiable outcome

• 31.8% online turnover growth in 48 weeks ended 1 February 2026
• +1 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Takealot: Largest South African e-commerce platform, selling apparel alongside a broad merchandise mix. Comparable as the dominant online shopping destination in South Africa, representing a significant competitive alternative for online apparel buyers.
• Checkers / Shoprite Holdings (Sixty60): Largest South African grocery retailer, now competing aggressively in online grocery via the Sixty60 app. Comparable as a grocery-led omnichannel incumbent that may extend into adjacent categories such as apparel, presenting both a benchmark and a competitive threat.

Direct peers

• Mr Price Group: Leading South African value apparel and homeware retailer serving mass-market customers through Mr Price, Mr Price Sport, and Miladys. Highly comparable given the overlap in value-oriented apparel targeting South African families and the similar broad customer demographic.
• Truworths International: South African fashion retailer operating Truworths and Identity, focused on mid-to-upper market apparel. Comparable as a South African clothing retailer targeting fashion-conscious consumers, providing a benchmark for apparel assortment and brand-building in the same market.
• Pepkor Holdings: South African value retailer with apparel-led brands including Pep and Ackermans. Directly comparable as a discount/value apparel retailer serving the mass South African market with broad family clothing assortments.
• The Foschini Group (TFG): Major South African apparel retailer with brands including Foschini, Markham, and Exact. Comparable as a multi-brand apparel retailer serving South African families across value and mid-market price points, with a strong physical and growing digital footprint.
• Zando: South African online fashion retailer (part of Jumia Group) offering multi-brand apparel, footwear, and accessories. Comparable as an online-only apparel competitor targeting the same South African digital shopper.
• Superbalist: South African online fashion marketplace offering multi-brand apparel and lifestyle products. Comparable as a digitally native South African apparel retailer competing for the same online-first shopper, with overlapping target customer and assortment model.
• Woolworths South Africa: Premium South African retailer with integrated grocery and clothing (Woolies Fashion) businesses. The closest comparable given the simultaneous ownership of grocery and apparel lines under a single South African brand targeting similar families.

Emerging players

• H&M (South Africa): Global fast-fashion retailer with a growing South African presence, both physical and online. Comparable as a value-fashion apparel competitor targeting style-conscious, price-sensitive South African consumers—relevant for benchmarking assortment, pricing, and digital merchandising.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Pick-n-Pay-Clothing-100063883627594
• LinkedInlinkedin.com/company/pick-n-pay-clothing

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 Pick n Pay Clothing