Pepkor, known for its budget clothing chains like Pep and Ackermans, launched Ayana, a fast-fashion chain targeting trend-conscious young women. Launched in February 2025, Ayana operates 32 stores converted from former Ackermans womenswear locations. As of May 2025, Ayana is gaining traction in the South African market.
Ayana distinguishes itself by offering fashionable items like waistcoats, mini dresses, and collarless jackets at affordable prices. The brand frequently updates its ranges to quickly adapt to changing trends. Customer response remains positive, both in physical stores and on social media platforms, suggesting a promising market opportunity in South Africa.
Pepkor's CEO, Pieter Erasmus, anticipates potential expansion to several hundred stores if Ayana maintains its current success throughout 2025. Ayana aims to attract customers who might otherwise shop at online retailers such as Shein. The brand sources its inventory from Asia, particularly China, and locally to ensure a rapid response to evolving fashion trends.