There’s a new name in South African fashion, and it’s stepping in with intention

AYANA is the latest addition to Pepkor’s fashion portfolio. It’s a brand that brings sophistication, strength and style to the everyday wardrobe. Launched in February 2025 across 32 stores and online, AYANA offers premium-looking womenswear that blends bold silhouettes with elegant finishes at prices designed to stay within reach.

As part of the Pepkor Speciality division, AYANA joins a family of brands that includes Refinery, S.P.C.C, Dunns, CODE, Shoe City and Tekkie Town. But with its fashion-forward positioning and top-to-toe offering, AYANA carves out a space of its own, where access meets allure and style is never out of step with substance.

Part of a thoughtful, value-led approach
Behind the glamour is a grounded, value-conscious approach that reflects how Pepkor continues to grow: responsibly, inclusively and with its customer at the centre.

AYANA brings more than just choice to the women’s fashion category; it supports a broader retail model that delivers real value. By leveraging Pepkor’s shared infrastructure and retail footprint, the brand can offer high-quality garments at affordable prices, without compromising on style or customer experience.

While still in its early stages, AYANA strengthens Pepkor’s ability to serve women who want fashion that feels elevated, but fits real life.

Designed for the South African woman
AYANA was created for a woman who leads with confidence. She’s expressive, intentional and understands the power of showing up well. She’s not chasing trends; she’s curating her identity.

With elevated design, accessible pricing and pieces made to move through all parts of her day, AYANA offers style that complements her pace and mirrors her ambition. It’s fashion that belongs in her world –polished, considered and entirely her own.

Elegance on the surface, efficiency behind the scenes
Each AYANA store offers a considered and glamorous retail experience, but its design also reflects a deeper commitment to environmental sustainability.

On average, stores use 50 energy-efficient linear LED lights and 15 LED track spotlights, reducing electricity usage while maintaining the warmth and quality of the customer experience. These upgrades form part of Pepkor’s group-wide drive to reduce energy consumption and improve operational resilience.

In 2024 alone, Pepkor’s LED initiatives saved 1 150 MWh, contributing to a cumulative reduction of over 28 000 tCO₂e since 2019. For AYANA, this means glamour on the shop floor, grounded in good design behind the scenes.

Fashion that supports everyday lives
AYANA is still new, but it enters a retail system built to enable livelihoods, whether through in-store jobs, creative roles or logistics operations. The brand’s integration into Pepkor’s broader model allows it to scale quickly while maintaining cost awareness and sustainability as it grows.

Its contribution to inclusive growth will become clearer as it matures, but even now, it’s helping shape a retail offering that’s bold, inclusive and relevant to how women live, earn and spend.

AYANA proves that fashion can be aspirational and grounded, glamorous and accessible. It’s not just about what’s on the rails – it’s about how those rails are lit, powered and made possible.