WHERE CAPESTORM CAME FROM / MANAGEMENT

Managing Director, Dr Andrew Baxter began his working career as an environmental scientist at UCT. In 1996 he made a bold move away from a tenuous academic career and entered the daunting world of business. Having dabbled in outdoor apparel design as a student and, not wishing to abandon his South African roots and leave for a more lucrative career abroad, Andrew turned his attention to outdoor clothing. Around the same time, a fortuitous encounter on a rock face in the Cederberg Mountains with a Swiss climber led to a handshake and a business commitment. Soon new friend, Stefan Metzker, became a business colleague and a new South African outdoor brand was born. With time new strategic partners were co-opted and under the tutorage and guidance of manufacturing experts Peter Brunnschweiler and Maré Dreyer, this little enterprise has come of age.

Like many fledgling operations, CAPESTORM operated from a garage on a shoestring budget with Andrew stuffing down into sleeping bags with one hand and answering the phone with the other. For the first few years they produced ideas and sold dreams, and although they are still dreaming, they now manufacture the most innovative and technical apparel on the continent. Today, they still work from a garage - a refurbished motor dealership and although the size of the premises have changed, their values haven’t and they still remain true to their founding principles. The company philosophy is to offer more than “just quality”, but also to offer real added value in other terms - thus ensuring that customers keep returning – and I do! Andrew describes himself as “Jack-of-all-trades and master of fun”. This humble, kind man deserves only the best, and this comes through with the support he receives from the outdoor and sporting community. An avid sportsperson all his life, Andrew has enjoyed many activities since childhood and now, a father of three, he spends his spare time taking them up the mountain, fly-fishing or mountain biking.

Andrew is passionate about CAPESTORM and finds “that it’s always stimulating and exciting and that there is never a time without challenges. It’s how you face the challenges that’s important.” His mantra is to rely on Passion, People, Product and Perspective – in that order.

LOCALLY MADE

One of the biggest challenges facing CAPESTORM and the South African market are the copycat tactics from competitors and lesser quality, cheaper imports. This creates a confused and bland market offering – and a pain in the neck after spending so much time and money researching the market, collaborating with sport specialists, then developing authentic, original designs. Nevertheless, CAPESTORM has the advantage over its competitors by being first to market and by being able to replenish stocks at short notice.

All of CAPESTORM’s products are designed and made in South Africa using textiles sourced both domestically and internationally. Many of the garments have lots of detail – extra zips, velcro, lining, inside pockets and so on, so adding to the cost of manufacture. With emphasis on quality workmanship, performance fabrics and innovative designs, their gear is well suited to those who dare to live their adventures, even through sunshine and storm.

Although the textile industry in South Africa is looking grim, with imports especially from China climbing every year:

Clothing Imports* 1995 amounted to 53,072,974, in the year 2000, 270,369,752 and in 2005 1,444,108,891.

This is an increase of 434.1% over a five-year period and 2,621.0% over the last ten years. Despite the textile gloom-and-doom, Andrew is positive about CAPESTORM’s future and plans to venture into the export market launching a range of upmarket golf apparel into the British market. At present, no other South African outdoor brand has successfully gone abroad, but CAPESTORM is on its way.

AWARDS:

• Proudly South African Award

On the 24th of April 2006 CAPESTORM were awarded the Proudly South African Company of the Year Award (SMME) at a grand ceremony in Johannesburg - the ultimate recognition of their commitment to the South African market.

• Best Innovator Award

At the recent Cape Town Fashion Festival on the 22nd April 2005, CAPESTORM was presented with the ‘Best Innovator’ award. Minister of Finance Trevor Manuel presented the awards based on the criteria of quality, brand recognition, fabric and construction innovation, specialisation and flexibility. It’s ironic that the three finalists in this category came together in one garment, the fibre from SA Nylon Spinners, woven by Gelvenor Textiles and made up by winner CAPESTORM.

• Corporate Research Foundation

Last year, CAPESTORM Outdoor Apparel was one of the Corporate Research Foundation’s top young entrepreneurs.

IN-STORE STAFF

Everyone working in CAPESTORM’s branches is passionate about the company. They are all involved in one sport or another, living their adventures and able to offer credible information, often testing products themselves.

SPONSORSHIP

Among the most the most exciting events for Andrew has been the fact that five mountaineers have summitted Mount Everest encased in a CAPESTORM Yeti down suit and other apparel. Most recently, Vaughan de la Harpe summitted Everest on 24 May, Vaughan now being the ninth South African to have reached the top. Ronnie Muhl reached a height of 8700m, only 148m short of Everest’s summit. These achievements prove that CAPESTORM garments are state-of-the-art, standing up against the best of the world sports gear.

CAPE LEOPARD TRUST

CAPESTORM is a committed founding sponsor of the Cape Leopard Trust and Andrew is its chairman. Leopards fill the role of apex predators in the Western Cape ecosystem and act as an “umbrella species” which, if protected and managed, will effectively help in the conservation of smaller, lower profile predators and other wildlife in the western Cape mountains.

CAPESTORM would like to thank customers for their awesome support and encouragement and contributing to their success, as well as their dedicated staff for their loyalty and commitment. Andrew believes that the PSA award is testament to the support from customers. Please continue to support the CAPESTORM brand and their commitment to the domestic industry.