Superbalist boosts offering with Cotton On partnership and new categories

The Cotton On deal means that as soon as the Australian brand’s latest collections hit the shelves down-under, they’ll be on the South African e-commerce site too. The upcoming Cotton On spring/summer collection celebrates neutral staples and stripes, with strategic shoulder cuts, utilitarian street style and dresses for all body types.

According to Superbalist, the partnership with Cotton On marks its departure from "a trendy store for an indie audience to full-on fast fashion provider".

Superbalist's new Sport and Kids categories also launched this month, featuring international names including Cotton On Kids, Adidas and Puma. The e-tailer believes that global ‘athleisure’ and sportswear trends are here to stay, in part because millennials are pioneering the move to a more health-conscious approach to life that’s made sportswear more of a style statement.

The Sports category houses a range of clothing and accessories from brands like Asics, Puma and New Balance, which are suitable for both leisure and active workouts.

Kelly Fung, fashion director at Superbalist says, “South Africans love the international, highly editorial online retail service we provide, so it makes sense to keep expanding on our offering in line with what our clients are asking for. With activewear being a dominant global trend, it’s unsurprising that people are wanting to emulate the high performance-but-stylish looks they’re seeing overseas.”

Meanwhile, the newly launched Kids category comprises childrenswear for ages 0 to 8-years, from ten fashion brands - Cotton On Kids among them.