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This expansion is more than just about space, it’s a complete reinvention of the in-store shopping experience, combining sensory immersion, cultural relevance, and digital innovation.
From its inception in December 2024, the project was approached with a clear vision: to create a space that offers more than clothing racks. The team at THE FIX understood that today’s customers, particularly younger, trend-savvy South Africans, expect more from retail. They want to feel inspired, represented, and part of something bigger than a transaction.
“The brief was to build something the FIX customer could walk into and feel something,” explained Jean-Pierre Craucamp, the brand’s senior visual merchandise manager. “Big stores are often densely packed, high-volume spaces. We wanted this to feel different, spacious, considered, and ultimately designed with the customer in mind.”
And that’s exactly what they achieved. The new store is a visual and sensory experience. As you walk in, you’re greeted by digital displays showing real customers and influencers wearing THE FIX, sending a clear message: this is your space too. Instead of static windows, the team designed digital plinths that mannequins stand on, screens below them in constant motion. It’s an attention-grabbing strategy designed for a generation always looking down at their phones while walking through malls.
The store is also filled with thoughtful details that elevate the experience. Graffiti created by local artists adorns the walls, each piece commissioned to reflect the energy and attitude of the brand. The sound system was upgraded by professionals to ensure a rich, clean audio experience. There’s even a bespoke fragrance developed just for THE FIX, adding a unique scent signature to the environment. Fitting rooms are lit with photographic softboxes in the ceiling, ensuring every selfie is perfectly lit. Every detail has been crafted to engage the senses and reflect the lifestyle of the modern customer.
Carey Chanquin, THE FIX’s Creative Manager, described the thinking behind the design as rooted in lifestyle continuity. “We just want to give the customer what they want. From a creative perspective, it’s about making sure the experience doesn’t feel different from where they are going later, the party, the night out. It must be a continuation.”
The launch event reflected this ethos. Guests were treated to interactive photo booths, games, and bubble tea from Lady Boba. It felt less like a store opening and more like a social gathering, a curated moment for the FIX community. Well-known faces in the Cape Town scene, including TikTok creator Zuki Lamani, DJ CA MA GU, and Petunia K, were spotted browsing and enjoying the vibe.
Adding further excitement, THE FIX partnered with GLAMOUR to give away R2,500 gift vouchers to two lucky readers, Khanyisile Hewu and Monique Sakura, who joined the celebration and explored the space for the first time.
Beyond the aesthetics and digital innovation, THE FIX’s commitment to local manufacturing sets it apart. Seventy percent of the product is made locally, in South Africa, Lesotho, and Eswatini, directly supporting job creation and regional industry. This is not just a fashion-forward brand, but one that is deeply invested in community and economic development.
Thabo Ndhlovu, the Canal Walk store manager with over ten years of retail experience, spoke with pride about the transformation. “With the expansion, we’ve been able to merchandise independently and offer more variety without overwhelming the customer. It’s more accessible. And that’s reflected in how well this store is performing, it's one of the top stores in the country.”
Zukiswa Kedama, THE FIX’s Brand Manager, sees the Canal Walk store as a blueprint for future expansion. “We’ve created something that offers more than just a shopping spree. It’s a one-of-a-kind retail experience. When you walk in, everything you need is here.”
The new FIX flagship is not just a store. It’s a bold declaration: that South African fashion can be as forward-thinking, experience-driven, and emotionally resonant as any global brand. And with deep local roots and global ambition, the FIX isn’t just keeping up, it’s leading the way.
Dominic Da Silva, Creative and Conceptual Manager (ladies wear) at THE FIX, reflected on the transformation of the new flagship store and its significance for the future of retail. “We’ve gained a lot of insight through this project, and we’re going to continue learning from it,” he said. “As we roll out upgrades to other stores, we’ll apply what we’ve learned here to keep evolving the brand. We know that the customer wants to shop in an inspiring, engaging environment. When you meet them where they are and give them what they’re looking for, they keep coming back. The fashion is strong, the store experience is strong, so the goal is to keep building on that"
Issued on Glamour South Africa by Sindeka Mandoyi | https://www.glamour.co.za/fashion/the-fix-unveils-africas-largest-flagship-store-in-cape-town-a-retail-revolution-rooted-in-local-culture-and-global-vision-b3b0d3e2-ffee-48bc-b35e-f00169b4bd37
