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Company > Truworths International: Business Model, SWOT Analysis, and Competitors 2023

Truworths International: Business Model, SWOT Analysis, and Competitors 2023

Published: Feb 16, 2023

Inside This Article


    In this blog article, we will delve into Truworths International, a renowned retail company, to explore its business model, conduct a SWOT analysis, and identify its competitors in the year 2023. Truworths International, with its strong presence in the fashion and lifestyle industry, has successfully implemented a unique business model that sets it apart from its competitors. By analyzing its strengths, weaknesses, opportunities, and threats, we will gain valuable insights into Truworths' current position in the market and understand the challenges it faces in the upcoming year. Additionally, we will identify the key players in the industry who pose a significant competition to Truworths.

    What You Will Learn:

    • Who owns Truworths International and why it matters in understanding the company's structure and decision-making processes.
    • The mission statement of Truworths International and how it guides the company's overall direction and goals.
    • How Truworths International generates revenue and makes money through its various business operations and strategies.
    • An in-depth explanation of Truworths International's Business Model Canvas, providing insights into the key components that drive the company's success.
    • An overview of Truworths International's main competitors in the retail industry, enabling a better understanding of the competitive landscape and market dynamics.
    • A comprehensive SWOT analysis of Truworths International, highlighting its strengths, weaknesses, opportunities, and threats, and how these factors impact the company's performance and future prospects.

    Who owns Truworths International?

    Overview of Truworths International Ownership

    Truworths International is a renowned South African fashion retailer that has established itself as a leader in the retail industry. With a rich history dating back to 1917, the company has experienced significant growth and success over the years. As a publicly traded company, the ownership of Truworths International is distributed among various shareholders who have invested in the company.

    Major Shareholders

    The largest shareholder of Truworths International is the Public Investment Corporation (PIC), a prominent South African state-owned asset management firm. With a substantial stake in the company, the PIC plays a significant role in influencing strategic decisions and shaping the direction of Truworths International.

    In addition to the PIC, other notable institutional investors have also acquired sizable stakes in Truworths International. These include local and international investment firms such as Allan Gray, Investec Asset Management, and BlackRock. Their investments reflect the confidence they have in Truworths International's business model and growth potential.

    Management and Insider Ownership

    The management team of Truworths International also holds a significant stake in the company. This aligns their interests with those of the shareholders and emphasizes their commitment to driving the company's success. Their ownership stakes serve as a testament to their confidence in Truworths International's long-term prospects.

    Furthermore, there may be individual insiders who own shares in Truworths International. These insiders typically include executives, directors, and other key personnel who have a deep understanding of the company's operations. Their ownership serves to incentivize their performance and aligns their interests with those of the shareholders.

    Shareholder Influence and Corporate Governance

    As a publicly traded company, Truworths International adheres to strict corporate governance practices to ensure transparency and accountability. Shareholders, regardless of their ownership size, have the right to vote on important matters during annual general meetings. This includes the election of directors, approval of financial statements, and major corporate decisions.

    In terms of the day-to-day management of Truworths International, the board of directors, led by the chairman and chief executive officer, oversees the company's strategic direction. Their decisions are guided by the best interests of the shareholders and the long-term sustainability of the business.


    Truworths International's ownership structure reflects a diverse mix of institutional investors, management, and potentially individual insiders. The involvement of major shareholders, such as the PIC, underscores their confidence in the company's future prospects. By adhering to strong corporate governance practices, Truworths International ensures that the interests of its shareholders are well-represented and protected.

    What is the mission statement of Truworths International?

    Truworths International's Mission Statement: Enhancing Fashion and Lifestyle for Every Customer

    Truworths International, one of South Africa's leading fashion retailers, has a clear and concise mission statement that drives its operations and strategic decisions. The mission statement of Truworths International is to enhance fashion and lifestyle for every customer.

    At its core, Truworths International is dedicated to providing an exceptional shopping experience that goes beyond simply selling clothes. The company believes that fashion is not just about clothing; it is a means of self-expression and a reflection of one's unique personality and style. Truworths International aims to empower its customers by offering them a wide range of trendy and high-quality fashion products that cater to their individual tastes and preferences.

    To fulfill its mission, Truworths International focuses on several key aspects:

    1. Customer-centric approach: Truworths International understands that its success lies in its ability to understand and meet the needs of its diverse customer base. The company strives to provide exceptional customer service, ensuring that every customer feels valued and appreciated. By actively listening to customer feedback and staying attuned to the latest fashion trends, Truworths International ensures that its offerings are always relevant and appealing.

    2. Quality and affordability: Truworths International believes that everyone deserves access to fashionable and high-quality clothing without breaking the bank. The company is committed to offering its customers affordable fashion options without compromising on quality. By carefully selecting its suppliers and maintaining stringent quality control processes, Truworths International ensures that its products meet the highest standards.

    3. Innovation and adaptability: In the ever-evolving fashion industry, Truworths International understands the importance of staying ahead of the curve. The company embraces innovation and constantly seeks new ways to enhance its customers' fashion and lifestyle experiences. Whether it's through incorporating new technologies, introducing unique designs, or exploring sustainable practices, Truworths International remains adaptable and responsive to the changing needs and expectations of its customers.

    4. Social responsibility: Truworths International recognizes its responsibility towards society and the environment. The company is committed to conducting its business in an ethical and sustainable manner. Truworths International actively supports various social and environmental initiatives, such as fair trade practices, responsible sourcing, and community development programs. By doing so, the company aims to make a positive impact on society while ensuring the long-term viability of its operations.

    In conclusion, Truworths International's mission statement of enhancing fashion and lifestyle for every customer reflects its commitment to providing a customer-centric, affordable, innovative, and socially responsible shopping experience. By staying true to its mission, Truworths International continues to thrive in the competitive fashion retail industry, making a lasting impression on its customers and contributing to their fashion and lifestyle aspirations.

    How does Truworths International make money?

    Truworths International is a leading fashion retailer based in South Africa. With a strong presence in both the domestic and international markets, the company generates revenue through various channels. In this section, we will delve deeper into how Truworths International makes money.

    Retail Sales

    The primary source of revenue for Truworths International is its retail sales. The company operates a network of stores across South Africa and other countries, offering a wide range of clothing, footwear, and accessories for men, women, and children. These retail sales contribute significantly to the company's overall revenue stream.

    Truworths International focuses on providing affordable yet fashionable products, catering to different market segments. By understanding customer preferences and staying up-to-date with the latest fashion trends, the company is able to maintain a loyal customer base and drive sales.

    Credit Sales

    Another major revenue stream for Truworths International is credit sales. The company offers customers the option to purchase products on credit, allowing them to pay in installments over a specified period. This credit facility is a significant driver of sales, particularly for customers who may not have immediate access to funds.

    Truworths International has an in-house credit facility known as Truworths Account, which provides customers with a convenient and flexible payment option. By charging interest on credit sales, the company not only generates additional revenue but also builds customer loyalty through repeat business.


    In recent years, Truworths International has embraced the growing trend of e-commerce. The company operates an online platform where customers can browse and purchase products from the comfort of their homes. E-commerce has become an important revenue stream for Truworths International, especially with the increasing popularity of online shopping.

    By expanding its presence in the digital space, Truworths International is able to reach a wider customer base, including those who may not have physical access to its stores. The convenience of online shopping, coupled with the company's efficient delivery and return processes, contributes to the success of its e-commerce channel.

    International Expansion

    Truworths International has also ventured into international markets, leveraging its brand recognition and expertise in the fashion retail industry. The company operates stores in various countries across Africa, with a particular focus on regions where there is a growing demand for fashion products.

    International expansion allows Truworths International to tap into new markets and diversify its revenue streams. By adapting its product offerings to suit local preferences and market conditions, the company is able to capture the attention of international customers and generate revenue from these markets.

    In conclusion, Truworths International makes money primarily through its retail and credit sales, supplemented by its e-commerce platform and international expansion efforts. By leveraging its brand strength, customer-centric approach, and adaptability to market trends, the company continues to thrive in the competitive fashion retail industry.

    Truworths International Business Model Canvas Explained

    What is the Business Model Canvas?

    The Business Model Canvas is a strategic management tool that helps businesses visualize and analyze their current and potential business models. It consists of nine essential building blocks that form the foundation of a company's value proposition, customer segments, revenue streams, and more.

    Truworths International: An Overview

    Truworths International is a leading South African fashion retailer with a presence in several African countries and the United Kingdom. The company operates a multi-brand portfolio that includes Truworths, Identity, YDE, and Uzzi, catering to a diverse customer base. With a focus on offering fashionable and affordable clothing, Truworths International has successfully positioned itself as a trusted brand in the retail industry.

    Key Building Blocks of Truworths International's Business Model Canvas

    1. Customer Segments: Truworths International targets fashion-conscious individuals across different age groups and income levels. Its customer segments include women, men, and children, ensuring a wide reach in the market.

    2. Value Proposition: The company's value proposition lies in providing trendy and affordable clothing options to its customers. Truworths International focuses on staying up-to-date with the latest fashion trends, offering a wide range of styles, and ensuring competitive pricing.

    3. Channels: Truworths International operates through various channels to reach its customers. It has a strong brick-and-mortar presence with numerous stores in shopping malls and high streets. Additionally, the company has an online platform that enables customers to browse and purchase products conveniently.

    4. Customer Relationships: Truworths International strives to build long-term relationships with its customers by offering exceptional customer service. The company provides personalized assistance in stores, facilitates easy returns and exchanges, and maintains an active social media presence to engage with its customers.

    5. Revenue Streams: The main revenue stream for Truworths International comes from the sales of its clothing and accessories. The company also generates additional revenue through its credit services, offering customers installment payment options.

    6. Key Activities: Truworths International engages in various key activities, including designing and sourcing fashionable clothing, managing inventory, marketing and advertising campaigns, and providing credit services.

    7. Key Resources: The company's key resources include its extensive portfolio of brands, a strong supply chain network, an efficient inventory management system, and a team of skilled designers and merchandisers.

    8. Key Partnerships: Truworths International collaborates with various suppliers and manufacturers to ensure a steady supply of high-quality products. Additionally, the company partners with financial institutions to offer credit services to its customers.

    9. Cost Structure: Truworths International incurs costs related to sourcing and manufacturing products, store operations, marketing and advertising, employee salaries, rental expenses, and credit management.


    Truworths International's Business Model Canvas highlights the key components that contribute to its success as a prominent fashion retailer. With a focus on understanding customer segments, delivering value through trendy and affordable clothing, and maintaining strong customer relationships, the company has built a solid foundation for sustainable growth. By continuously adapting to changing market trends and leveraging its key resources and partnerships, Truworths International remains a competitive player in the retail industry.

    Which companies are the competitors of Truworths International?

    Truworths International, a leading South African fashion retailer, faces fierce competition in the retail industry. Several companies compete with Truworths in different segments of the market. Let's take a closer look at some of Truworths' main competitors:

    1. The Foschini Group (TFG)

    TFG is one of the largest retail companies in South Africa and operates in various segments, including clothing, jewelry, and homeware. With a diverse portfolio of brands such as Foschini, Markham, and Totalsports, TFG caters to a wide range of customers. The company's strong presence and extensive product offerings make it a formidable competitor for Truworths.

    2. Woolworths Holdings Limited

    Woolworths Holdings Limited is another major player in the South African retail industry. While primarily known for its grocery business, Woolworths also operates in the fashion and beauty sectors. With popular brands like Country Road and Trenery under its umbrella, Woolworths provides tough competition to Truworths, especially in the higher-end fashion market.

    3. Mr Price Group

    Mr Price Group is a retail company that targets value-conscious consumers. It offers affordable clothing, accessories, and homeware through its various brands, including Mr Price, Mr Price Sport, and Mr Price Home. With its focus on trendy and budget-friendly products, Mr Price Group competes directly with Truworths, particularly in the mid-range fashion segment.

    4. Edcon Holdings Limited

    Edcon Holdings is another significant competitor in the South African retail landscape. The company operates several well-known brands, including Edgars, Jet, and CNA. Edcon caters to a wide customer base, offering clothing, footwear, and homeware across different price points. Its extensive store network and brand recognition pose a challenge to Truworths' market share.

    5. Pepkor Holdings

    Pepkor Holdings is a retail conglomerate that encompasses various brands, including Pep, Ackermans, and Tekkie Town. Targeting budget-conscious shoppers, Pepkor offers affordable fashion and household goods. With its widespread presence and competitive pricing, Pepkor competes directly with Truworths, particularly in the lower-priced clothing segment.

    In conclusion, Truworths International faces tough competition from several companies in the South African retail industry. The Foschini Group, Woolworths Holdings Limited, Mr Price Group, Edcon Holdings Limited, and Pepkor Holdings are some of the key competitors that challenge Truworths' market position. As the retail landscape evolves, Truworths must continuously adapt and innovate to maintain its competitive edge.

    Truworths International SWOT Analysis


    • Strong brand reputation: Truworths International has built a strong brand reputation over the years, known for its quality products and trendy fashion offerings. This brand reputation has helped the company attract a loyal customer base and maintain a competitive edge in the market.

    • Extensive retail network: Truworths International has an extensive retail network, with a large number of stores across various regions. This widespread presence allows the company to reach a wide customer base and maximize its market share.

    • Diversified product portfolio: The company offers a diversified product portfolio, including clothing, footwear, and accessories for both men and women. This diversity in product offerings helps Truworths International cater to a wide range of customer preferences, ensuring a steady revenue stream.

    • Strong supply chain management: Truworths International has established robust supply chain management systems, ensuring efficient and timely delivery of products to its stores. This enables the company to meet customer demands effectively and maintain a competitive advantage in terms of inventory management.


    • Dependence on the South African market: Truworths International heavily relies on the South African market for its revenue generation. This dependence makes the company vulnerable to economic fluctuations and regulatory changes specific to the region. Any adverse conditions in the South African market could significantly impact Truworths International's financial performance.

    • Limited international presence: While Truworths International has a strong presence in South Africa, its international footprint is relatively limited. This restricts the company's exposure to global markets and potential growth opportunities in other regions. Expanding its international presence could be crucial for long-term sustainability and growth.

    • Reliance on physical retail stores: Truworths International primarily operates through physical retail stores. In the era of e-commerce and digital transformation, this reliance on brick-and-mortar stores could pose a challenge. The company needs to adapt and invest in its online presence to cater to the evolving consumer preferences and stay competitive.


    • E-commerce expansion: Truworths International has the opportunity to expand its e-commerce presence and tap into the growing online retail market. By investing in a user-friendly online platform and offering seamless shopping experiences, the company can attract a broader customer base and boost sales.

    • International market expansion: Truworths International can explore opportunities to expand its presence in international markets. By identifying regions with favorable market conditions and consumer demand for its products, the company can diversify its revenue sources and reduce reliance on the South African market.

    • Strategic partnerships and collaborations: Collaborating with other fashion brands, designers, or influencers can help Truworths International enhance its brand image and attract new customers. Strategic partnerships can also provide access to new markets, innovative product offerings, and shared resources, strengthening the company's competitive position.


    • Intense competition: The fashion retail industry is highly competitive, with numerous local and international players vying for market share. Truworths International faces the threat of competitors offering similar products at competitive prices or adopting aggressive marketing strategies. To stay ahead, the company needs to continuously innovate, offer unique value propositions, and stay attuned to changing market trends.

    • Economic downturns: Truworths International's financial performance is susceptible to economic downturns, as consumer spending on fashion items is often discretionary. Economic recessions or downturns can lead to reduced consumer purchasing power, affecting the company's sales and profitability.

    • Changing consumer preferences: Consumer preferences and fashion trends are constantly evolving, driven by factors such as changing demographics, lifestyle shifts, and social media influences. Truworths International needs to stay abreast of these changes and adapt its product offerings and marketing strategies accordingly. Failing to do so may result in a decline in customer interest and market share loss.

    Key Takeaways

    • Truworths International is owned by its shareholders, who are individuals and institutional investors that hold shares in the company.

    • The mission statement of Truworths International is to provide fashionable and affordable clothing and accessories to its customers, while maintaining high levels of customer service and satisfaction.

    • Truworths International primarily makes money through the sale of its clothing and accessories products in its retail stores and online platforms.

    • The Business Model Canvas of Truworths International focuses on key aspects such as customer segments, value proposition, channels, customer relationships, revenue streams, key resources, key activities, key partnerships, and cost structure.

    • Some of the competitors of Truworths International include Woolworths Holdings Limited, The Foschini Group Limited, Mr Price Group Limited, and Edcon Holdings Limited.

    • In terms of SWOT analysis, Truworths International's strengths include its strong brand reputation, diverse customer base, and efficient supply chain. However, it also faces challenges such as intense competition, economic fluctuations, and changing consumer preferences. The company has opportunities for growth in international expansion and e-commerce, but it also needs to be wary of potential threats such as increasing operating costs and regulatory changes.


    In conclusion, Truworths International is a leading retail company that operates in the fashion industry. The ownership of Truworths International is primarily held by institutional investors and individual shareholders.

    The mission statement of Truworths International is to provide fashionable and affordable clothing to customers, while maintaining high standards of customer service.

    Truworths International generates revenue through its retail operations, which include both physical stores and online platforms. The company offers a wide range of clothing and accessories for men, women, and children, catering to different styles and preferences.

    By utilizing the Business Model Canvas, Truworths International ensures that its operations are efficient and effective. The key components of the canvas, such as customer segments, value proposition, channels, and revenue streams, are carefully crafted to meet the needs and expectations of its target market.

    In terms of competition, Truworths International faces rivalry from other retail companies operating in the fashion industry. Some of its main competitors include Woolworths Holdings Limited, Mr Price Group Limited, and Foschini Group Limited. These companies also offer clothing and accessories, and compete for market share in the same customer segments.

    Finally, a SWOT analysis of Truworths International reveals its strengths such as a strong brand reputation and a wide product range, as well as weaknesses like dependence on economic conditions. Opportunities for the company include expanding into new markets and diversifying its product offerings, while threats include changing consumer trends and intense competition.

    Overall, Truworths International has established itself as a prominent player in the retail industry, driven by its mission to deliver fashionable clothing at affordable prices. With a solid business model and recognition of its strengths and weaknesses, the company continues to navigate the competitive landscape and adapt to changing market dynamics.


    What is SWOT analysis in international business?

    SWOT analysis is a strategic planning tool used in international business to evaluate an organization's internal strengths and weaknesses, as well as external opportunities and threats. It stands for Strengths, Weaknesses, Opportunities, and Threats.

    1. Strengths: These are the internal factors that give an organization an advantage over its competitors. It includes resources, capabilities, competitive advantages, brand reputation, and market position.

    2. Weaknesses: These are internal factors that put an organization at a disadvantage compared to its competitors. It includes lack of resources, outdated technology, poor brand reputation, and inefficient processes.

    3. Opportunities: These are external factors that can be exploited by an organization to gain a competitive advantage. It includes emerging markets, technological advancements, changes in consumer preferences, and new business opportunities.

    4. Threats: These are external factors that can potentially harm an organization's performance. It includes competition, economic downturns, changing regulations, and political instability.

    By conducting a SWOT analysis, international businesses can identify their key strengths and weaknesses, assess the opportunities and threats in the global market, and develop strategies to leverage their strengths, overcome weaknesses, capitalize on opportunities, and mitigate threats. It helps in making informed decisions and developing effective international business strategies.

    How can I find a SWOT analysis on a company?

    There are several ways to find a SWOT analysis on a company:

    1. Company website: Visit the official website of the company you are interested in. Many companies publish their SWOT analysis in their annual reports, investor presentations, or corporate social responsibility reports.

    2. Financial news websites: Websites like Bloomberg, Reuters, or Yahoo Finance often provide SWOT analysis summaries for various companies. Search for the specific company you are interested in and look for articles or reports that include a SWOT analysis.

    3. Business databases: Access business databases such as Factiva, Business Source Complete, or ProQuest. These databases contain a wide range of business publications and academic journals that may include SWOT analyses on specific companies.

    4. Analyst reports: Look for reports from reputable financial or industry analysts. Companies like McKinsey, Deloitte, or PwC often publish industry reports that may include SWOT analysis for specific companies.

    5. Market research reports: Market research companies like MarketResearch.com, IBISWorld, or Statista often provide SWOT analysis as part of their research reports. These reports can be purchased or sometimes accessed through libraries or academic institutions.

    6. Online search: Conduct an online search using the name of the company followed by "SWOT analysis" or "SWOT report." You may find various websites that have compiled SWOT analyses for different companies.

    Remember, the quality and accuracy of SWOT analyses may vary, so it is important to consider multiple sources and cross-reference the information you find.

    What are 3 examples of opportunities in SWOT analysis?

    1. Market Expansion: SWOT analysis can identify opportunities for businesses to expand their market presence. For example, a company may identify a growing demand for their product in new geographical locations or among different customer segments. This could lead to the opportunity for the company to enter new markets and increase their customer base.

    2. Technological Advancements: SWOT analysis can help businesses identify opportunities arising from technological advancements. For instance, a company may identify emerging technologies that can be leveraged to improve their operations or develop new innovative products. By investing in and adopting these technologies, the company can gain a competitive edge and enhance their market position.

    3. Strategic Partnerships: SWOT analysis can highlight opportunities for strategic partnerships or collaborations. For instance, a company may identify complementary businesses or organizations that can help them expand their reach, access new resources, or strengthen their offerings. By forming strategic partnerships, the company can tap into new markets, share expertise, and achieve mutual growth.

    What is the best company for SWOT analysis?

    There is no one "best" company for SWOT analysis as it depends on various factors such as industry, market, and specific objectives. However, some well-known companies that are often used as examples for SWOT analysis include:

    1. Apple Inc.: Known for its innovation, strong brand image, and customer loyalty, but may face challenges related to market saturation and intense competition.

    2. Amazon.com Inc.: Recognized for its vast product selection, efficient logistics, and strong customer service, but may face threats from regulatory changes and increasing competition.

    3. Coca-Cola Company: Known for its iconic brand, global presence, and extensive distribution network, but may face challenges related to changing consumer preferences towards healthier options.

    4. Toyota Motor Corporation: Renowned for its quality, reliability, and strong global supply chain, but may face threats from emerging electric vehicle technologies and increased competition in the automotive industry.

    5. Google (Alphabet Inc.): Recognized for its dominant position in online search, strong advertising revenue, and innovative products, but may face challenges related to privacy concerns and regulatory scrutiny.

    It is important to note that the best company for SWOT analysis will vary depending on the specific context and objectives of the analysis.

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