African Nature Corporation

Safari & Outdoor Apparelafricannature.co.za

African Nature is a South African safari and outdoor apparel manufacturer and retailer, founded in 1994, selling purpose-built bush clothing and accessories to individual safari-goers, lodges, tourism operators, retailers, and corporate clients via DTC e-commerce and a B2B reseller platform.

Company typePrivate
Founded1994
HeadquartersCape Town, South Africa
Headcount11–50
GTM typeB2B and B2C
OfferingHardware or Manufacturing

What African Nature Corporation does

African Nature (Pty) Ltd is a South African safari and outdoor apparel manufacturer and retailer, founded in 1994 and headquartered in Observatory, Cape Town. The company designs, manufactures, and sells a comprehensive range of safari clothing and accessories — including canvas bush jackets, softshell jackets, fleece layers, 3-in-1 jackets, tech and linen shirts, chinos, cargo shorts, dresses, hats, visors, beanies, and gloves — purpose-built for the African bush climate and outdoor use. The portfolio spans men's and women's collections across 53+ SKUs, with technical features such as UPF protection, moisture-wicking fabrics, quick-dry construction, and Ripstop nylon materials.

The company operates a dual-channel go-to-market: a direct-to-consumer e-commerce platform at africannature.co.za targeting individual safari-goers and outdoor enthusiasts, and a dedicated B2B reseller platform with trade pricing and account management serving safari lodges, tourism operators, retailers, and hospitality brands. A third revenue stream comes from corporate branding and customization services (embroidery and Direct to Fabric printing) for lodge teams, guest gifts, and corporate merchandise clients including Standard Bank, Anglo American, Glacier, GSA, Toyota, and Berg and Bush. Pricing ranges from R149 for accessories to R2,499 for premium outerwear, with free delivery on South African orders over R1,000.

African Nature is a privately held South African company with three directors (M Levenstein, B Moritz, SA Young), no disclosed external investors or parent company, and a conservation partnership with the Shamwari Foundation supporting wildlife and community initiatives in South Africa's Eastern Cape. Revenue is not publicly disclosed.

African Nature Corporation firmographics

Firmographics

Name: African Nature Corporation
Legal name: African Nature (Pty) Ltd
Website: https://africannature.co.za
Company type: Private
Founded year: 1994
Operating status: Operating
Headcount range: 11–50 employees
Short description: African Nature is a South African safari and outdoor apparel manufacturer and retailer, founded in 1994, selling purpose-built bush clothing and accessories to individual safari-goers, lodges, tourism operators, retailers, and corporate clients via DTC e-commerce and a B2B reseller platform.
Ownership category
akta.pro rank

African Nature Corporation industry classification

Industry

Product category: Safari & Outdoor Apparel
NAICS: Sporting Goods Retailers (45911)
SIC: Sporting & Athletic Goods, Nec (3949)
akta.pro industry: PRIMARYCRAMAMAK
Outdoor Clothing & Footwear Retail (Camping/Hiking/Climbing)
Consumer Products & Retail/Sporting Goods & Outdoor Retail/Camping, Hiking & Climbing Retail
SECONDARYTHAAAHAC
Safari Lodges & Tented Camps
Travel & Hospitality/Adventure, Amusement Parks & Ecotourism/Nature Lodges & Eco-Resorts
SECONDARYCRAMAAAC
Camping & Overlanding Equipment Retail
Consumer Products & Retail/Sporting Goods & Outdoor Retail/Outdoor & Adventure Equipment Retail

Keywords

Safari apparel
Outdoor clothing
Bush clothing
Safari jackets
Corporate branding

Where African Nature Corporation is headquartered

Location

Headquarters

HQ city: Cape Town
HQ country: South Africa
HQ region: Africa

Offices1 record

Markets served

African Nature Corporation business model

Business model

GTM type: B2B and B2C
Offering type: Hardware or Manufacturing
Cost components: Supply Chain, Personnel, Operations, Marketing or Sales

Revenue model

Direct Product Sales (B2C): Direct-to-consumer e-commerce sales of safari and outdoor apparel through the company's website. Customers purchase products at listed retail prices with free delivery on orders over R1000 within South Africa.
B2B Reseller Sales: B2B sales through a dedicated reseller platform where approved retailers, lodges, tourism businesses, and hospitality brands purchase at wholesale/reseller pricing.
Corporate Branding/Customization: Custom branding solutions for corporate clients, offering embroidery and Direct to Fabric (DTF) printing services on apparel for lodge teams, guest gifts, and branded merchandise.

Pricing tiers

Model	Billing	Price
One time/ perpetual license	Pay-as-you-go	Retail pricing for individual consumers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels3 records

African Nature Corporation product offering

Product offering

Core offering

African Nature Corporation designs, manufactures, and sells safari and outdoor apparel — including bush jackets, fleece and softshell jackets, tech and linen shirts, shorts, chinos, cargo pants, dresses, and accessories — primarily through its own e-commerce site. It also runs a B2B reseller platform and offers a custom-branding service that supplies co-branded apparel to safari lodges, tourism operators, and corporate clients in South Africa.

Product overview

African Nature is a South African safari and outdoor apparel brand established in 1994, offering a comprehensive range of safari-specific clothing and accessories. The portfolio spans men's and women's collections including outerwear (canvas bush jackets, softshell jackets, fleece jackets, 3-in-1 jackets), tops (tech shirts, linen shirts, poplin shirts, burnout tops, t-shirts, golfers, vests), bottoms (chinos, tech pants, cargo shorts, skirts), dresses, and accessories (hats, visors, beanies, gloves). The company operates a B2B reseller program and offers custom branding services for lodges, tourism businesses, and corporate clients. Products are designed and manufactured in South Africa with a focus on durability, comfort, and functionality for safari and outdoor use.

Differentiator

Problem solved

Functional benefit

Products and services

Ladies Bush Jacket A women's safari/bush jacket designed for outdoor wear in African bush conditions, sold through the African Nature online store.
Ladies Canvas Bush Jacket A women's heavy-duty canvas bush jacket for safari and outdoor use, sold through the African Nature online store.
Ladies Softshell Jacket A women's softshell jacket intended for outdoor and safari activities, sold through the African Nature online store.
Ladies Fleece Jacket A women's fleece jacket for layering in cool safari and outdoor conditions, sold through the African Nature online store.
Ladies Tech Shirt - Long Sleeve A women's long-sleeve technical outdoor shirt suited to safari and bush activities, sold through the African Nature online store.
Ladies Tech Shirt - Short Sleeve A women's short-sleeve technical outdoor shirt suited to safari and bush activities, sold through the African Nature online store.
Ladies Linen Shirt A women's linen shirt for safari travel and warm-climate wear, sold through the African Nature online store.
Ladies Poplin Shirt A women's poplin shirt for safari travel and casual wear, sold through the African Nature online store.
Ladies Chino Shorts Women's chino shorts designed for safari and outdoor wear, sold through the African Nature online store.
Ladies Tech Pants Women's technical outdoor pants for safari and bush activities, sold through the African Nature online store.
Ladies Cargo Shorts Women's cargo shorts designed for safari and outdoor utility wear, sold through the African Nature online store.
Ladies Dress A women's safari-friendly dress for travel and outdoor wear, sold through the African Nature online store.
Men's Bush Jacket A men's safari/bush jacket designed for outdoor wear in African bush conditions, sold through the African Nature online store.
Men's Softshell Jacket A men's softshell jacket intended for outdoor and safari activities, sold through the African Nature online store.
Men's Fleece Jacket A men's fleece jacket for layering in cool safari and outdoor conditions, sold through the African Nature online store.
Men's Tech Shirt - Long Sleeve A men's long-sleeve technical outdoor shirt suited to safari and bush activities, sold through the African Nature online store.
Men's Tech Shirt - Short Sleeve A men's short-sleeve technical outdoor shirt suited to safari and bush activities, sold through the African Nature online store.
Men's Linen Shirt A men's linen shirt for safari travel and warm-climate wear, sold through the African Nature online store.
Men's Poplin Shirt A men's poplin shirt for safari travel and casual wear, sold through the African Nature online store.
Men's Chinos Men's chino trousers designed for safari and outdoor wear, sold through the African Nature online store.
Men's Tech Pants Men's technical outdoor pants for safari and bush activities, sold through the African Nature online store.
Men's Cargo Shorts Men's cargo shorts designed for safari and outdoor utility wear, sold through the African Nature online store.
Custom Branding Service A custom-branding apparel service that applies logos and branding to African Nature garments for safari lodges, tourism operators, and corporate clients.
Outdoor Accessories (hats, visors, beanies, gloves) Branded outdoor accessories including hats, visors, beanies, and gloves designed for safari and bush use, sold through the African Nature online store.

Companies that use African Nature Corporation

Customer profile

Named customers6 records

Segments3 records

Ideal customer profiles3 records

African Nature Corporation technology and API

Technology

Technology focussed No

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

African Nature Corporation partnerships and signals

Strategic signal

Partnerships

Seven partnerships are on record, tiered core and minor.

Shamwari FoundationcoreStrategic or Co-development PartnerAfrican Nature partners with and supports the Shamwari Foundation, contributing to conservation and community initiatives in South Africa's Eastern Cape. The partnership helps protect endangered species including rhino, leopard, vultures, and rescued big cats at the Born Free Big Cat Sanctuary. Beyond conservation, the partnership strengthens surrounding communities through skills development, access to water, education, and animal care.
Standard BankminorChannel Partner/ Reseller/ DistributorCorporate branding client featured in African Nature's branding solutions showcase.
Anglo AmericanminorChannel Partner/ Reseller/ DistributorCorporate branding client featured in African Nature's branding solutions showcase.
GlacierminorChannel Partner/ Reseller/ DistributorCorporate branding client featured in African Nature's branding solutions showcase.
GSAminorChannel Partner/ Reseller/ DistributorCorporate branding client featured in African Nature's branding solutions showcase.
ToyotaminorChannel Partner/ Reseller/ DistributorCorporate branding client featured in African Nature's branding solutions showcase.
Berg and BushminorChannel Partner/ Reseller/ DistributorCorporate branding client featured in African Nature's branding solutions showcase.

Scale indicators3 records

Recent moves4 records

Expansion highlights4 records

African Nature Corporation competitors and assessment

Company assessment

Direct peers

Härkila: Scandinavian hunting and safari apparel manufacturer; directly comparable technical safari jacket, shirt, and trouser offering targeted at hunting/safari customers in Africa-adjacent outdoor categories.
Orvis: Heritage outdoor and safari-tied apparel and accessories brand; comparable heritage positioning and overlap in safari shirts, bush jackets, and travel outerwear aimed at safari and outdoor enthusiasts.
Filson: Heritage outdoor apparel maker with strong safari/outdoor jacket, shirt, and rugged trouser lines; comparable positioning as a heritage safari/outdoor brand emphasising durability and timeless design.
Sitka Gear: Technical hunting/safari apparel brand; competes in the same technical safari-jacket, performance-fabric shirt, and outdoor-trouser categories with similar pricing and customer demographic.
Craghoppers: UK-based travel and safari apparel specialist; overlaps directly with African Nature's travel/outdoor shirt, jacket, and convertible trouser categories aimed at safari and warm-climate adventure travellers.
Cape Union Mart / Old Khaki: South Africa's largest outdoor and safari apparel retailer and brand group; competes directly with African Nature for the same safari- and outdoor-oriented South African consumer and lodge customer base.

Broad incumbents

Columbia Sportswear: Global outdoor apparel incumbent offering safari-adjacent shirts, jackets, and convertible pants; competes in the broader outdoor-and-travel category but does not specialise in safari-specific styling.
Patagonia: Global outdoor apparel incumbent; overlaps with African Nature in outdoor shirts, fleeces, and outerwear, and shares a conservation/sustainability brand story, though not safari-specialised.

Emerging players

Quechua (Decathlon): Decathlon's outdoor and hiking apparel line offers safari-adjacent shirts, trousers, and outerwear at lower price points; an emerging threat in the value end of the South African outdoor-and-travel consumer market.

Regional players

K-Way: South African outdoor and rainwear heritage brand; comparable regional positioning in outdoor jackets and apparel for the South African market, but with a broader rainwear/urban-outdoor focus rather than safari-specific styling.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

African Nature Corporation financial estimates

Financial estimate

Revenue estimate

Valuation estimate

African Nature Corporation leadership team

Management profile

Number of profiles

Profiles3 records

African Nature Corporation funding detail

Funding detail

Funding overview

Funding rounds

Investors

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

African Nature Corporation M&A and investment

M&A and investment

M&A

Investments

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

Frequently asked questions about African Nature Corporation

What does African Nature Corporation do?

Is African Nature Corporation a public or private company?

African Nature Corporation is a private company. It is classified as founder individual operated bootstrapped and is currently operating.

When was African Nature Corporation founded?

African Nature Corporation was founded in 1994. It employs 11 to 50 people.

Where is African Nature Corporation based?

African Nature Corporation is headquartered in Cape Town, South Africa, in the Africa region.

How does African Nature Corporation make money?

Three revenue lines are on record. Direct Product Sales (B2C) is the primary driver. The others are B2B Reseller Sales and corporate Branding/Customization.

Who are African Nature Corporation's main competitors?

Direct peers on record are Härkila, Orvis, Filson, Sitka Gear, Craghoppers and Cape Union Mart / Old Khaki. Broad incumbents are Columbia Sportswear and Patagonia. Quechua (Decathlon) is listed as an emerging player. K-Way is listed as a regional player.

Does African Nature Corporation have an API?

No public API is recorded for African Nature Corporation.

What industry is African Nature Corporation in?

African Nature Corporation's product category is Safari & Outdoor Apparel. Its primary akta.pro industry code is CRAMAMAK, Outdoor Clothing & Footwear Retail (Camping/Hiking/Climbing), with a secondary code of THAAAHAC, Safari Lodges & Tented Camps. Its NAICS code is 45911 and its SIC code is 3949.