SA eCommerce platform Faithful to Nature opens store at V&A Waterfront 

Cape Town-based eCommerce platform Faithful to Nature has displayed notable business-model resilience during the pandemic by launching its first official flagship store at the world-renowned shopping centre, the V&A Waterfront. 

Faithful to nature has expanded its business model to an omnichannel approach

As South Africa’s largest ethical and natural retailer, the eCommerce platform gained immense momentum over the past few years which has enabled the brand to expand its reach from online to in-store.

Simon Bowes, Chief Marketing Officer at Faithful to Nature explains that the launch of the store comes at a perfect time as consumers are becoming more eco conscious in their shopping behaviour. 

“We have witnessed this global shift with Amazon’s acquisition of Whole Foods Market as well as the recent success of Yuppiechef in the local space so there’s literally no time like the present. We are in a privileged position, at the intersection of natural health, sustainability, and eCommerce, which has seen us achieve record growth in 2020.”

Faithful to Nature

Established in 2006, the company has risen from its humble beginnings to becoming a business that is synonymous with environmental solutions and an eco-driven and focus. 

According to reports, the retailer has indicated that about 2% of the retail is online but it aims to reach more customers offline while still delivering to its online customer base, surmounting to an omnichannel approach. 

The company is committed to providing ethical and environmentally-friendly products to local consumers. The retailer reportedly vetts each ingredient in every product on offer, advocating for plastic-free products, having a 100% biodegradable label, and a 99% waste-free warehouse. 

In addition, Faithful to Nature plans to roll out carbon-neutral deliveries for customers, further establishing its commitment to the planet.

The newly launched flagship store is a direct reflection of the company’s focus as many of the materials chosen for the shopfitting were either recycled or upcycled. In addition, sustainable materials have been implemented throughout the store. 

“We have gone with a clean, natural, and relaxed feel for our stores that embodies our products and thinking about sustainability in everything we do. Since we opened our doors on 1 April we have observed a solid amount of traffic and have been impressed with both the excitement and the feedback the store has generated. This milestone will allow us to grow, deliver on our mission, and most importantly help scale the SMEs with whom we partner through increased distribution. We are focused on increasing our brand’s ability to create memorable experiences and a physical presence allows us to connect with our customers like never before,” Bowes concludes.

The new store offers a range of products from food items, healthcare to skin, beauty and more.

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Featured image: Faithful to Nature (Supplied)