Earthchild: From the cradle…

Cape-based 41-year-old, Jonathan Katz is the Managing Director of South Africa’s leading organic fashion brand offering high quality women and children’s clothing. Besides building the company-owned group of 15 prime location retail stores up to 40 in the next three-year period, this entrepreneur is set to further expand through a carefully defined international rollout over the next five years.

Humble Beginnings The concept was born in Jonathan’s early 20s – his sister, a new mom at the time, had expressed her frustration at the lack of fashionable leisurewear available in South Africa. Jonathan armed with some youthful ambition and his marketing studies saw a gap in the market and in 1997 the au naturel, Earthaddict and Earthchild brands were created. Operating initially out of a spare room at home, demand

for product quickly expanded and the first concept store was opened at the V&A Waterfront in 1997, with a second store opening in Hyde Park within six months.

The Earthchild Clothing Group There is currently a collective of 15 Earthchild and Earthaddict stores nationwide, covering Johannesburg, Pretoria and Cape Town, and employing 55 passionate people. By 2013 the Group plans to have established a further 25 national stores, expanding to a total of 40 company-owned stores. The company is both a South African design house and retailer, who has partnered with African manufacturers within the SADC region (mainly Mauritius and Madagascar) to ensure a consistent supply of high- quality garments guaranteed to Earthchild’s specifications and timelines. The Earthchild range caters for a broad market:

newborn babies to eight years old, with an emphasis on classic styling, superior fabrics and easy-to-wear fits. Earthaddict draws its inspiration from the Earth, distilling pure and natural design cues into a distinctive range of leisurewear for women. A relaxed and natural philosophy is always evident across both brands, combined with the

latest international fashion influences and the highest levels of quality. A large percentage of the clothing is organic cotton, which given the global eco trend, has played a huge part in the popularity of the brands. Having spent the last six years refining the product

range and business model and establishing a successful brand blueprint, Jonathan is ready to enter the international market. Critical to the success of the strategy was to build a relationship with an experienced and established international retailer. In this regard Swiss-based Ivan Levy was appointed to the Earthchild board in 2008, having previously been Director of Retail and main board member of The Body Shop International. The board has mapped out an initial international expansion plan within the next three-year period which aims to establish critical mass of 10 to 15 stores in a single territory before further expansion.

Key Achievements In 2006 the Earthchild Project (www.earthchildproject. org), a registered NGO was co-founded to focus on the education and wellness of previously disadvantaged children. The Earthchild Project is a dynamic and innovative non-profit organisation that is transforming communities. The Earthchild Project is currently working within the existing structure of two disadvantaged schools in the Western Cape, and a sister-project in George respectively, teaching children about the importance of protecting the environment, and their personal health and wellness. The objective of the Earthchild Project is to create a new generation of confident, conscious and responsible young leaders. Children, teachers and parents all benefit from the Earthchild Project and the impact in the community is already evident and visible.

Interesting Titbits about Jonathan Katz, MD Personality traits:

Personal philosophy: Hobbies: Passions:

Ambitious, assertive, approachable, a family man “Always give it your best shot”

Hiking, jogging and a newbie to golf

Family time with his wife and two daughters (eight years and four years), entertaining with friends and family, the business of fashion and design.

September 2011 | Management Today 87