Entrepreneur Success Story
Reef – Growing with the Tide
Reef South Africa is a family-run business that has been shaping the way South Africans experience water-based activities for over four decades.
From its humble beginnings to its current status as a leading brand, Reef has consistently demonstrated a remarkable ability to adapt and thrive. Under the guidance of the Stringer family, the company has cultivated a strong brand identity, built lasting relationships with customers, and navigated the complexities of the import market with expertise.
In this success story, we speak to Grant Stringer about their strategies and challenges in navigating import logistics, and their unwavering dedication to providing exceptional products and services to the South African water sports community.
How did Reef establish a strong brand presence in South Africa? What strategies did you employ to differentiate your products?
We concentrated on our core markets and offered good products and market-related prices. Service was at the forefront of our business, no matter how big or small our customer was. We believe in the hands-on approach. By understanding our customers’ requirements, we created designs, and sustainable products to fill those market gaps.
What is Reef’s approach to understanding and meeting the needs of the South African water sports enthusiast? How do you gather customer feedback and incorporate it into your product development?
We interact directly with our customers and listen to what they say. We interact directly with both wholesale and retail customers. You will often see either Barry Stringer, or myself (Grant Stringer) on our retail floors selling, and interacting directly with our customers. We believe in having a customer for life and building a personal relationship with everyone we meet.
Reef has extensive experience in importing materials and some finished products, what challenges have you faced in managing your supply chain?
The biggest problems we face are the exchange rate, shipping costs and of course international brands entering the South African market.
How do you build and maintain strong relationships with your international suppliers, and what criteria do you use to select new suppliers?
Over the years, we have built many great relationships with our suppliers. We all have a common goal to produce great products at market related pricing. We do not change suppliers very easily, we believe in honoring relationships and rather working with a supplier instead of changing over price and rather grow our business together.
Can you share your experiences navigating import duties and regulations in South Africa? Have changes in import policies ever impacted your business?
The best way to navigate is to align yourself with reputable forwarding agents who can advise and steer you in the right direction. Over the last 4 decades, we have not had too many changes in what we do but together with our forwarding agents, we are able to adapt and evolve as needed.
Looking ahead, are there any new product categories or projects on the horizon?
We are constantly looking for new products which we can either introduce into the South African market or expand our brand name, but at the same time stay within our existing client base.
What advice do you have for new businesses in South Africa that are considering importing materials or finished products?
Be true to your vision, listen to your customers and surround yourself with a formidable team who supports you.
Have a question?
Get in touch
Find more help with your import logistics, original resources, leading-edge training, and assistance with customs licenses on Trade Logistics.
