Franklees, a South African underwear label established in 2015, tells its import success story as the brand expanded into the UK and Germany. The Franklees importing journey reflects their move from local manufacturing to international sourcing, building reliable supplier relationships while facing the realities of customs delays, logistics challenges, and shifting forex regulations.
1. Can you please share a bit of background information about your business?
Franklees is an underwear brand founded in 2015. We produce fun, matching, high-quality underwear with matching prints for both men and women.
2. What led you to start importing — how did the need or opportunity arise for your business?
Initially, we manufactured our underwear locally, which is still our goal. As our business grew and we also opened in the UK and Germany, we realized that we needed a more consistent and professional supply chain. We were able to source a world-class factory outside of South Africa that makes for some of the world’s best brands. To be honest, we are still seeking out local production for the SA market, as we would love to keep the full supply chain local.
3. Can you share some tips for finding and researching reliable international suppliers? Where did you find your best product opportunities?
There are a variety of ways, and many manufacturers in all product categories out there, whether local or international. In our case, it was a personal introduction that opened a door to a manufacturer that does business with the biggest retailers globally, so we were lucky. Having been in the imported brand business for over 35 years, finding the right supplier is a mix of contacts, research and reaching out to the market. You can quickly see which suppliers are serious and are interested in your success, which leads to their success. In a sense, you want a “partner”, not just a supplier.
4. What was your biggest initial fear or concern about importing, and how did you address it?
Having imported for many years, initially, I had no fear or concerns. Of course, the first time you deal with new suppliers, you should anticipate issues such as delays and make accommodations for them.
5. Did you encounter any unexpected obstacles with customs, logistics, or suppliers, and how did you adapt?
I did, especially with customs and logistics. Customs can delay shipments from both sides. Logistics is dependent on availability and global affairs that can cause delays and significant price fluctuations. Forex rules for payments of goods are continuously changing and creating roadblocks. I would say customs and payments for imports are highly challenging, especially for small businesses.
6. Did you attend trade shows, visit suppliers, or participate in international sourcing programs? If so, can you mention any that were helpful?
I did not for my current business; however, for my previous business, I attended Trade shows and visited suppliers for a 35-year period multiple times per year.
7. What advice do you have for aspiring importers in South Africa?
Firstly, make sure you have all the various processes in place. There is a lot of red tape to go through. Get your ducks in a row up front, or you will face delays and issues all along the supply chain. Even with all my experience, I continue to be surprised by the effects of this. New rules are now commonplace and not only in South Africa. I find the EU to be a highly complex region to do business in, for example. Forex is a major factor. Consider forward cover if you can. Find an efficient shipping agent that can manage issues when they arise. Be prepared for the complexities. Preparation makes it a lot easier.
