Foschini Group’s Bash Beats the Clock: SA’s Answer to Shein and Temu Turns Profitable Early

Bash, the homegrown e-commerce platform from The Foschini Group, has reached profitability two years ahead of schedule and it’s shaking up the retail giants.

In a retail climate where even the biggest names are struggling to balance convenience, costs, and customer experience, TFG’s Bash is not only surviving — it’s thriving. The digital fashion and lifestyle marketplace has hit profitability just three years after its launch, a milestone rarely seen this early in South Africa’s tough e-commerce environment.

From Startup to Powerhouse

Launched in July 2022 by ex-Takealot and Superbalist founders Claude Hanan and Luke Jedeikin, Bash was always meant to be more than just another online store. Instead, it was pitched as the e-commerce nerve centre of TFG’s ambitious digital pivot — and it’s living up to the promise.

In the company’s results for the financial year ended March 2025, CEO Anthony Thunström confirmed that Bash has become a key engine of TFG’s online growth, contributing R2.1 billion in revenue. That’s the digital equivalent of 195 physical stores, he noted, without the overheads of rent, fittings, or stock risks.

Even more impressive, Bash’s contribution to TFG Africa’s total sales jumped from 4.2% to 5.8%, and online sales across the group now make up 12% of total revenue, up from 9.9% the previous year. This is no longer a side hustle, it’s a strategic cornerstone.

Disrupting the Disruptors

In a space often dominated by international players like Shein and Temu, Bash’s success is more than just a corporate win, it’s a statement. South Africa can build and scale e-commerce platforms that not only compete, but lead.

Bash’s edge? A uniquely South African user experience, lightning-fast deliveries, and serious tech investment. The platform now handles 1.5 million parcels a year, delivers 59% of them in under 48 hours, and does so at a 34% lower cost. That’s impressive logistics muscle.

What’s more, customers now check out in five seconds using Apple Pay, Google Pay, Samsung Pay, or the in-house Bash Pay. With a 26% increase in user retention over 13 months, it’s clear shoppers are not just coming — they’re staying.

The Zando Coup

In a savvy move to expand its reach, Bash acquired the Zando domain after Jumia announced the closure of Zando South Africa. Visitors to Zando.co.za are now redirected to Bash, with a message thanking shoppers for supporting Zando and welcoming them to Bash’s growing family of local and global brands.

For long-time Zando customers, it’s a seamless continuation of their online shopping journey — only now on a more robust, locally owned platform.

TFG’s Big Picture: Bricks, Clicks and Beyond

While Bash is grabbing headlines, the broader group is also holding strong. TFG Africa saw 7% sales growth in the second half of the year, led by solid performances in womenswear, beauty, and jewellery, alongside contributions from Jet and Tapestry.

On the global front, TFG London gained traction after acquiring White Stuff, which delivered a 20.3% year-on-year growth in its first five months under the TFG umbrella. Online now contributes nearly 45% of sales in the UK division. Meanwhile, TFG Australia faced a tougher environment, but still grew online sales by 7.3%.

Group-wide, revenue rose to R62.6 billion, with earnings per share up 4.9% and a final dividend increase of 15%.

Looking Ahead: Bigger, Smarter, Faster

TFG has big plans. Over 100 new stores are set to open in the next year. But more importantly, the group is eyeing a stronger omnichannel strategy, boosted by the launch of a massive 75,000-square-metre distribution centre in Riverfields, Kempton Park.

This facility, nearing full operational capacity, will play a central role in optimising fulfilment, slashing costs, and supporting both online and in-store growth.

A South African E-Commerce Come-Up

The takeaway? Bash isn’t just a success story, it’s a blueprint.

In a country where global platforms often dominate the digital shelf, TFG’s Bash is proving that local innovation, backed by strong leadership and a deep understanding of South African consumers, can win the day.

And in an economy hungry for good news, Bash’s early profitability is a bold signal that the future of online retail doesn’t only come from overseas, it’s being built right here, in Mzansi.

{Source: My Broad Band  BusinessTech }

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