Via Afrika diversifies with LeisureworxGRC

Via Afrika explains that the main driver behind this venture was the need to diversify interests and to expand the company into newer, more profitable and more strategic entertainment areas. Partnering with a company that possesses a verified track record and one that owns established events proved to be the most cost effective business decision.

Comments Hein Brand, CEO of Via Afrika, about the partnership: "We felt that we needed to partner with a company that didn't pigeon-hole themselves as party organisers but who instead took the strategic high ground in this arena. LeisureworxGRC captured our interest with its successful track record of high-profile events as well as their innovative approach to the marketing discipline of eventing."

Formed in 2002, the relatively young LeisureworxGRC already has a host of high-profile events in its portfolio including Cape Town Fashion Week, SAA Cape Town Flower Show and SA Designer Collections. The successful company jointly headed-up by designer and creative director, Gavin Rajah as well as event marketing specialist Paul Jackson, was also recently awarded the local launch of international clothing brand, Tommy Hilfiger.

Via Afrika, previously known as Nasboek, controls a number of different businesses operating as independent business units in book publishing and distribution, niche retail and entertainment and in private education.