TFG’s Bash Platform Revolutionizes South African Retail with Omnichannel Shopping Experience

We’ve always believed that South Africa deserves world-class retail experiences,” says Anthony Thunström, Group CEO of TFG. “Building Bash is more than just launching a successful platform. It’s about demonstrating that innovation at scale is achievable, showing that we can lead in both technology and service, and creating a meaningful impact on the economy.”

This bold vision led to the creation of Bash, TFG’s digitally native business aimed at reimagining the shopping experience for South Africans. Led by experienced e-commerce entrepreneurs Luke Jedeikin and Claude Hanan, Bash has quickly evolved from an ambitious concept into South Africa’s largest omnichannel fashion and lifestyle platform in just two years.

TFG’s vision was clear: to consolidate a fragmented digital presence—comprising 15 separate brand websites—into one unified, powerful platform. This wasn’t merely an upgrade; it represented a fundamental transformation of the digital retail experience. When Bash launched in March 2023, it introduced a streamlined, cohesive platform that made shopping faster, easier, and more intuitive.

The results were immediate and impressive. Within six months, Bash exceeded one million downloads. By the end of 2023, the app had been downloaded 3.8 million times, securing its position as the country’s #1 fashion shopping app. More than 1.2 million customers engaged with the platform, leading to over 420 million shopping sessions across both the web and the app.

But Bash’s influence wasn’t limited to the digital space. In late 2023, Bash expanded into physical retail through in-store technology across TFG stores, providing access to 16 times more products while shopping in-store. What began as a pilot in seven locations grew rapidly, expanding to 600 stores, with plans for even greater expansion throughout 2025.

This shift redefined the role of the physical store. Store associates became active participants in the digital shopping experience, driving more sales and earning over R3.4 million in commissions through tech-enabled transactions. The initiative also created new opportunities, with Bash’s involvement in the YES Programme offering young South Africans valuable retail experience and career paths.

Bash’s success was widely recognized. At the 2024 Bookmark Awards, the platform won five major awards, including Gold for Best E-Commerce Site—a testament to its market-leading user experience, mobile design, and omnichannel strategy. Bash also recorded a 53% year-on-year growth, and its fulfillment network grew from six to 530 drivers, improving delivery speed and efficiency.

“What we’ve achieved in two years has far surpassed our original vision,” says Thunström. “And we’re just getting started.”

Bash’s success is more than just a corporate victory—it marks a paradigm shift in South African retail. It demonstrates that local innovation can compete on the global stage, that homegrown talent can develop world-class solutions, and that the future of retail is being shaped right here, at home.

By the end of 2025, Bash-enabled stores will number in the thousands, and the integration between digital and physical retail will be deeper than ever—creating an even more seamless and personalized shopping experience for South Africans.

Source