Tougher was founded by Mark and Tatum, who identified a demand for vehicle interiors that could withstand rugged South African conditions—particularly during farming and 4x4ing—and daily wear. They set out to manufacture durable, high-quality, custom-made seat covers, dash covers, and floor mats—built to last. Discover how this husband-and-wife team, with their passion for quality outdoor gear, built a successful brand and began exporting their robust products to the world.
1. Can you please share a bit of background information about Tougher?
Tougher was born out of a real need we saw on adventures and in the day-to-day demands on vehicle interiors across South Africa, from farming, hunting, 4×4 driving, and general wear and tear. We noticed how quickly vehicle interiors were wearing out, especially in rugged environments, and decided to do something about it. Today, we manufacture durable, superior quality, custom-made seat covers, dash covers, and floor mats that are built to last. We focus on vehicles like Toyota, Suzuki, Isuzu, Nissan, and Ineos — the workhorses of Africa. Our goal is simple: to manufacture seat covers and accessories that last.
2. When did you realize your business was ready for exporting? What were the key indicators?
We started getting messages from people outside of South Africa — people in Namibia, Australia, the USA and Europe — asking if we could ship to them. That was our first sign. At the same time, we had reached a point where our processes were dialled in: production was running smoothly, our team was strong, and we were confident in our product. That’s when we knew we were ready to step into international markets.
3. Can you share some tips for finding and researching international markets? Where did you find your best leads?
We kept it practical. We looked for markets that mirrored South Africa — similar weather, similar vehicles, and similar industries. If people are farming, 4x4ing, or working in rough terrain, chances are they need what we make. A lot of our leads came through our website and social media. We also paid attention to our web traffic — seeing which countries were landing on our pages and asking questions. That gave us direction.
4. What was your biggest initial fear or concern about exporting, and how did you address it?
Our biggest fear was disappointing a customer far away. We care about every product that leaves our factory, and the idea of not meeting someone’s expectations overseas was daunting. So we started small, tested the waters, and built our confidence step by step. We made sure our packaging, processes, and communication were solid before taking on bigger international orders.
5. Did you encounter any unexpected obstacles, and how did you adapt?
Absolutely — things like customs delays and payment hiccups came up quickly. We had to learn fast. We asked a lot of questions and built good relationships with people who knew the export ropes better than we did.
6. Did you attend trade shows or participate in international business development programs? If so, can you mention any that were helpful?
We haven’t leaned heavily into international trade shows yet, but it’s something we’re exploring. We do however attend local South African shows and will be at the Nampo Show in May.
7. What advice do you have for aspiring exporters in South Africa?
Start with what you know and build from there. Don’t rush it — get your foundation right first: your product, your team, your systems. Then listen to your customers and let the market guide your next move. There are opportunities out there for South African businesses with quality products, and remember: be patient, stay consistent, and don’t be afraid to ask for help.
