Page 174 - KZN Top Business Portfolio 2018

RETRACTALINE

CEO: Chris Frost
www.retractaline.co.za

LOVING YOUR HOME SINCE 1985 and advanced negotiations with international
giants such as Ikea of Sweden.
Retractaline is a market leader in the design,
manufacture and supply of a comprehensive range The various advantages of building premises at
of laundry care products and accessories. Founded the Dube TradeZone, which has been declared an
in 1985, the brand has established itself as a South Special Economic Zone (SEZ) include tax benefits,
African icon, and has supplied the leading retail and the accelerated depreciation of assets, employment
hardware stores for 33 years. Enjoying over 80 percent incentives, as well as a 98 year lease on land. Not
market share, a Retractaline product is found in the having to pay for the land up front also ensures
majority of South African homes. additional capital is available to invest in plant and
equipment. As an owner manager dependent on
Company owner, Chris Frost says, “There are very utilising restricted capital, this move was described by
few households in South Africa that do not have Frost as ‘a no brainer’ with great cash flow benefits.
a Retractaline product. It is the first thing I look
for when I visit a home.” These products include: His success has seen him buying adjoining factory
rotary clotheslines; retractable clotheslines; wall sites in order to expand his business further. Two
mounted dryers; clothes airers; ironing boards; additional buildings were completed at the end of
and laundry accessories including pegs, laundry 2017 and provide him with an additional 5000 square
hampers and bags. metres of factory space.
Driven by the need to expand, the company relocated The expanded factory size has allowed Frost to extend
to, and started operating from, the Dube Trade-Zone his range of designs and laundry solutions and step-
on the 1 December 2015. Frost said that highlights of the up production. A main focus has been to ensure
past two and a half years have been commissioning the that Retractaline is able to pursue a no outsourcing
plant and seeing the in-house plan come to fruition. He strategy with as many components as possible being
added that the company is now reaping the benefits of manufactured in-house.
the move and strategic decision to reverse integrate Innovation has always been a key component of the
all manufacturing processes, which has enabled the company’s success in producing quality, durable, and
business to become internationally competitive. reliable laundry products. Frost describes himself as
Frost explained, “I realised that I needed to ensure being hands on in the in-house development stages
that my products were competitive as an import and he will continue to support product expansion.
replacement option for local retailers’ own brands and The manufacturing process is handled by a very
as an OEM export manufacturer for large international competent team led by the factory manager, Anand
retail groups. We had to cover a wider range of price Haripersad who has been with the business since
points in order to regain and grow market share.” inception.
He added that he had to get ahead of the game and The local community has benefited well from
make decisions based on the economic climate. In Retractaline’s presence at Dube TradeZone as a
order for local manufactures to compete in a global source of employment opportunities. At the time of
market, it is necessary to invest in premises, plant the move to the new premises, the company doubled
and equipment. The strategy is reaping benefits, its workforce and has now increased the employee
leading to explosive growth in the local market numbers to over 70. The staff complement currently

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