Spree will disappear as Superbalist wins the battle of the brands

Business Insider SA
  • TakeAlot is phasing out the Spree name in favour of Superbalist, it announced on Monday.
  • Spree customers will be automatically migrated to Superbalist from October.
  • The merger will make Superbalist the largest online fashion retailer in South Africa. 

All Spree customers will automatically be migrated to Superbalist from October after the two entities are merged, Takealot said on Monday.

The Spree brand will be phased out after that.

The two companies announced their merger in June. 

Media24, Spree's founder, owns 51% of the merged business, with Takealot owning the remaining 49% and taking management control. 

Superbalist co-CEOs Luke Jedeikin and Claude Hanan said the decision to go with the Superbalist brand was not an easy one because both brands have a lot of value.

“Regardless of the name we trade under, the most important aspect of our business remains great customer experience,” the duo said in a statement. 

“ has always been synonymous with exceptional customer service and its position in the Takealot group means there is a high level of trust in its logistical capabilities.” 

On Spree’s website, consumers were already alerted that “Spree becomes Superbalist in October.”  

“When Spree becomes Superbalist, we will be able to offer you an even better overall experience: a wider selection of fashion, brands, categories, sizes, delivery options, and payment methods — all while maintaining the customer service we both pride ourselves on,” Spree said. 

Jedeikin and Hanan said the merger of Superbalist and Spree will make Superbalist the largest player in online fashion in South Africa. 

They expect double-digit year-on-year growth for merged-entity. 

“There is a huge opportunity to build a substantial position in the online footwear and apparel market in South Africa,” Luke and Claude said.

“The new business will remain truly customer-focused and forward-thinking and is now able to compete head-to-head with current larger brick and mortar competitors.” 

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