Outdoor clothing retailer launches Poetry for women

The first Poetry stores opened at the Cavendish Square Shopping Centre (Cape Town) and the Garden Route Mall (George) in December 2008, with more to follow nationwide during 2009.

Highlights for consumers at the Poetry stores include an eclectic mix of everything from cashmere jerseys and dresses to handmade soaps, biscuits and cushion covers. The stores carry a range of jewellery, exclusive body products, once-off home ware items (photo frames, glasses, napkins, door knobs from India and more), as well as Wonki Ware from George.

“In the past, Cape Union Mart was known predominantly as a men's store,” comments Cape Union Mart marketing manager Evan Torrance. “It was only in recent years that we started to actively target women shoppers with clothing and merchandise designed specifically to meet their needs. We soon realised that there were surprisingly few destination stores for women that stock exclusive ... items that offer unique, value-for-money products. Radical growth in our women's areas was apparent from the word go and our research confirmed that a real opportunity existed for us to target a specific segment of women who are well-read and well-travelled.”

Exclusive items

Launching the stand-alone Poetry stores was a natural progression for the group, according to Torrance. “Despite the many large retailers offering merchandise for women, few offer unique merchandise. That's where Poetry has a distinct advantage by not offering garments that are mass produced. Poetry has a refined exclusivity to it, which makes it very appealing. Poetry will offer small, limited runs of a particular product that often can't and won't be repeated.”

Martine Vogelman, the fourth generation to join the Krawitz family-owned business, says that Poetry was founded by a small group of people who share a real love for making things that inspire the imagination. “We carefully source, design and select products from across the world with an eye for the smallest details, a passion for old-world craftsmanship and a desire to see shopping elevated to an activity where customers don't just find novelties, but rather experience a journey of personal discovery.”

She says that when shopping at Poetry, one will be as likely to find an Indian hand-beaded picture frame as a hand-painted floral sconce based on a 1940's Italian original. “Everything will seem familiar, but you won't be able to place anything either. Shoppers will experience a feeling of comfort combined with an overwhelming sense of excitement. Everything is old, but everything is new. That is the world of Poetry,” she concluded.

For more information, visit www.poetrycollection.co.za.