Page 99 - KZN Top Business Portfolio 2021/22- eBook

Retractaline is fully committed to clean manufactur-
A SOUTH AFRICAN ICON AND WORLD
ing principles. As a member of the Dube TradePort
BRAND Special Economic Zone, the company is audited
Retractaline is the undisputed market leader in the monthly to strict best practise environmental
design, manufacture, and supply of a comprehensive standards.
range of laundry care products and accessories. Innovation has always been a key component of the
Founded in 1985, the brand has established itself as a company’s success in producing quality, durable, and
South African icon and has supplied leading retail and reliable laundry products. Frost describes himself as
hardware stores for 36 years. Enjoying over 80 percent being hands on in the in-house development stages
market share, a Retractaline product is found in most and supports product expansion.
South African homes and the brand is enjoying rapid
international demand. “We have split our range into five categories:
retractable clotheslines, rotary clotheslines, wall-
Owner and managing director, Chris Frost, purchased mounted folding clothes lines, folding airers, and
the business in 1995. Since then Frost has transformed ironing boards and accessories. We don’t dominate
Retractaline from a garage operation to become with 80% market share in each of those categories,
one of the country’s leading manufacturers. Driven but we are growing rapidly. In retractable clotheslines
by the need to expand, the company relocated to, and rotary clotheslines, we probably have a 90%
and started operating from, the Dube TradeZone market share but in ironing boards, where a lot is still
on 1 December 2015. Since this move Retractaline imported, we probably have a 20% share. Our goal
has more than trebled turnover and created over is to dominate the retail market and be the brand of
one hundred full-time jobs. Many of Retractaline’s choice across all categories,” explained Frost. On the
employees have been upskilled in the use of product side, Frost explains that the company will
sophisticated manufacturing equipment. continue with its laundry theme when introducing
new homeware ideas.
One of the main drivers behind Frost’s decision to
invest in a new facility was so that local retailers “We have started with self-assembly wardrobes,
could source quality, locally manufactured goods for we are making shoe racks, and there is a lot of
their customers. Consequently, Retractaline’s focused product development ongoing. We have launched
approach to business development and quality has self-assembly wardrobes and they have been
seen the company rise to claim an enviable market phenomenally successful, growing to being one of
share across the categories in which it operates. the biggest selling items across the range in a short
space of time.”
“We only use premium quality components; for
example, industrial strength glass filled nylon moulded Currently, Retractaline products are found in
components versus the cheaper plastics used by some some of the country’s major retail stores including
imitators. UV and corrosion protective characteristics Builders Warehouse, Brights Hardware, BuCo,
form high design and product specification Game, Makro, Mica Hardware, Takealot, Pick n Pay,
considerations,” says Frost. and more.
The manufacturing process is handled by a very In the future, Frost expects online retailers to play
competent team led by the factory manager, Anand an increasingly important role in the distribution
Haripersad who has been with the business since of Retractaline products. “There is a lot of growth
inception. in ecommerce, not just in South Africa,” he says.
“We are seeing big growth in ecommerce whereas
Frost added, “Our staff have a high commitment to our traditional retail has slowed significantly. We have
products and brand reputation. They realise that set up stores with Amazon UK, USA and Australia
only the best quality and service builds a sustainable so we will go direct through the online route.”
business that offers job security in an empowered
environment that nurtures skills improvement and Frost is also contemplating expanding the factory,
personal growth in a lifetime career.” The staff which is presently just meeting market demand and
complement currently includes administration and has the company operating at near full capacity.
sales staff, packers, assemblers, key machinery “Our customers are offered the very best quality
operators and engineers. products, bench marked above international
All processes are done in-house, including steel tube best practise standards, at costs well below our
manufacturing, PVC extrusion, plastic mouldings, wire international brand competitors. An absolute winning
processing, powder coating, rope manufacture and formula for our customers! Hence our by-line:
product assembly. Retractaline, the world’s best laundry products!”

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