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Bravo Group becomes Bravo Brands

The rebrand is a first step in a new direction for the multi-brand home comfort house as it
implements an ambitious expansion strategy.

outh African leader in home and driving change and shaping the future Speaking to the woven elements of the
lifestyle comfort, Bravo Brands, of the furniture and manufacturing new corporate identity, Thabang Lehobye,
Shas unveiled a new logo and industry,” said Dave Govender, Chief Head of Design from creative agency
corporate identity as part of an extensive Executive Officer. “Our brand ethos has FCB Joburg says: “Weaving has formed
rebranding initiative. The rename aligns always been built on trust, credibility and an integral part of African culture for
with the company’s mission to grow and industry knowledge. We pride ourselves thousands of years. From baskets and
acquire home comfort brands, under on our commitment to driving success bags to fishing nets and furniture, the art
one group. With more than 121 years of and sustainability for our people, our of weaving has transformed communities,
craftsmanship and heritage to its name, communities, and our economy.” and these coveted skills are passed down
the business previously known as Bravo The new name and logo were developed from generation to generation. Time-
Group is now known as Bravo Brands. through a collaborative process, and consuming and complex, each woven
The rebrand takes effect from 1st reflect the company’s passion for high- item has a story to tell, of long-standing
September 2021 and comes as the company’s quality, cost-effective, and locally African traditions. We thought it apt to
growth path has enjoyed a steady upward manufactured home comfort products, use this to bring the heritage and craft of
trajectory, even through the pandemic, grounded in a solid foundation. the Bravo Brands’ story to life.”
and has seen the business evolve from Andrew Dewar, Bravo Brands’ “We’re inspired by comfort, quality
furniture manufacturer to multiple home Chairman commented “For shareholders and value. This, together with our
comfort brand owner. Bravo Brands has and the board, this is an exciting new clear principles and a culture based on
eight of South Africa’s much-loved home chapter for us and follows a proud track connection and craftsmanship, guides
comfort brands under one roof – Sealy, record in the South African market. We everything we do. One group, many
Slumberland, Edblo, and King Koil make up are focused on driving growth and believe brands, prospering people. That’s Bravo
the Sleep Division, while Alpine, La-Z-Boy, that this new positioning sets the scene for Brands,” says Govender. dw
Grafton Everest, and Gommagomma in the future sustainability of the business.”
the Lounge Division are trusted household
names. As the expansion strategy evolves,
more household brands are expected to join
the stable.
The rebranding initiative coincides
with recent changes to the company’s
internal structure and processes and is a
refreshing take on a South African success
story, which continues to mature into an
attractive case for investment.
“This rename and rebrand represents
a significant step in Bravo Brands’
evolution. We’re redefining who we are,

dw • Issue 246 17