Page 93 - KZN Top Busines Portfolio 2020/21

Frost added, “Our staff have a high commitment to our probably have 5 to 10% share. Our goal is to dominate
products and brand reputation. They realise that only the retail market and be the brand of choice across all
the best quality and service builds a sustainable business categories,” explained Frost. On the product side, Frost
that offers job security in an empowered environment explains that the company will continue with its laundry
that nurtures skills improvement and personal growth theme when introducing new homeware ideas.
in a lifetime career.” The staff complement currently “We have started with self-assembly wardrobes, we
includes administration and sales staff, packers, are making shoe racks, and there is a lot of product
assemblers, key machinery operators and engineers.
development ongoing. We have launched self-
All processes are done in-house, including steel tube assembly wardrobes and they have been phenomenally
manufacturing, PVC extrusion, plastic mouldings, wire successful, growing to being one of the biggest selling
processing, powder coating, rope manufacture and items across the range in a short space of time.”
product assembly.
Currently, Retractaline products are found in some
Retractaline is fully committed to clean manufacturing of the country’s major retail stores including Builders
principles. As a member of the Dube TradePort Special Warehouse, Brights Hardware, BuCo, Game, Makro,
Economic Zone, the company is audited monthly to Mica Hardware, Takealot, Pick n Pay, and more.
strict best practise environmental standards.
In the future, Frost expects online retailers to play
Innovation has always been a key component of the an increasingly important role in the distribution of
company’s success in producing quality, durable, and Retractaline products. “There is a lot of growth in
reliable laundry products. Frost describes himself as ecommerce, not just in South Africa,” he says. “We are
being hands on in the in-house development stages seeing big growth in ecommerce whereas traditional
and supports product expansion. retail has slowed significantly. We have set up stores
with Amazon UK, USA and Australia so we will go direct
“We have split our range into five categories: retractable through the online route.”
clotheslines, rotary clotheslines, wall-mounted folding
clothes lines, folding airers, and ironing boards and “Our customers are offered the very best quality
accessories. We don’t dominate with 80% market share products, bench marked above international best
in each of those categories, but we are growing rapidly. practise standards, at costs well below our international
In retractable clotheslines and rotary clotheslines, brand competitors. An absolute winning formula for
we probably have more than 80% market share but our customers! Hence our by-line: Retractaline, the
in ironing boards, where a lot is still imported, we world’s best laundry products!”

Full Name of Company: Retractaline Manufacturing Factory Manager: Anand Haripersad
Pty Ltd CONTACT DETAILS
Nature of Business: Manufacturing Head Office
Services / Products: Laundry care products and Physical Address: 15(a) Mzimkhulu Drive, Dube
accessories TradePort, King Shaka Airport, La Mercy 4399,
Date Established: 1985 KwaZulu-Natal, South Africa
Customer Base: Retail and hardware stores Tel: +27 (0)32 814 0330
Fax: +27 (0)32 814 0339
KEY PERSONNEL E-mail: info@retractaline.com
CEO: Chris Frost Website: www.retractaline.com
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