Kalahari.com targets mobile with rebrand

South African online retail giant Kalahari.com has rebranded, with a logo change as it eyes the anticipated mobile e-commerce boom.

Kalahari, which claims the title of South Africa’s biggest online retailer, is facing competition from Takealot.com, which has outlined its plans to overtake the Naspers-owned e-retail giant.

Takealot.com CEO, Kim Reid said recently that the group aims to overtake Kalahari.com within the next 12 months, following a $100 million cash injection from its major shareholder, New York Based, Tiger Global Management.

Responding to Takealot’s challenge, Kalahari says it remains confident in its market position, noting “accelerating growth” in its business and “great potential in the South African market overall”.

The fresh rebrand follows as a full acknowledgement of the growing trend of mobile sales in the country, Kalahari said, which drove the need for a more mature, mobile-friendly logo.

The rebranding changes the established “figure in motion with an orange twirl” design – which has been with the company since it was started in 1998 – to a more mobile-friendly rounded edge hexagon with a simple white ‘k’.

Kalahari logo change
Kalahari logo change

“The future of e-commerce in this country is in mobile. In many established markets, upwards of 40% of online purchases are made on mobile devices and we expect South Africa to follow this trend,” said Kalahari.com CEO, Caren Genthner-Kappesz.

“Also consider that South Africa is a mobile first country and with the recent launch of cheaper smartphones on the market…a mobile e-tail boom is imminent.”

Genthner-Kappesz said that, with the company’s mobile-friendly rebrand and gear shift towards mobile-first, kalahari.com was poised to lead the mobile shopping revolution in SA.

“A recent survey of our customer base revealed that 84% access the internet on their phone every day and 44% use it for shopping. Significantly, 48% felt that shopping on their smartphone was safer than shopping in a mall, and had the added convenience that it was quicker and made it really easy to compare prices,” said Genthner-Kappesz.

“We are really pleased with the new logo – it is simple and striking, and we get to keep our beloved bright orange kalahari sunshine,” Genthner-Kappesz said.

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Kalahari.com targets mobile with rebrand