Outdoor Investment Holdings (Pty) Ltd (OIH) has continued the consistent and uncompromising growth evident in the first few years of its existence. Apart from its wholly owned wholesale, retail and services businesses, the group recently ventured into the manufacturing and brand ownership part of the industry with further strategic investment to follow. These decisions were made in line with the vertically integrated business model, but for the first time includes European and international exposure.

OIH believes in the vertically integrated investment model and unlocking the benefits of an optimised value chain. This business model, when structured appropriately and ethically, brings stability and consistency to an entire industry.

The Diagram Below Illustrates The OIH Vertically Integrated Business Model:

Wholesale & Retail Strategies

Wholesale Strategic Business Goals
  • Group Opportunities: Fully leverage group support to brands.
  • Exclusive Brands: Fully establish and drive individual brand strategies that are clearly defined.
  • National Sales Team: Expand national and sub-Saharan representation.
  • Training: Develop national training programmes aimed at the dealer.
  • Logistics: Drive logistics and planning efficiency through the channel.
Retail Strategic Business Goals
  • Retail footprint: Increase national and international representation.
  • Online: Improve online offering through focused platform improvements and specialised campaigns.
  • Brand: Focused brand strategies across retail brands, understanding the market position and clarifying value proposition.
  • Range: Continue to develop and expand.
  • Training: Establish best-of-class training programmes across product categories.
  • Operational discipline: Drive performance through daily tracking of operational metrics.
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%
The percentage of phone calls that were answered in less than 5 rings*
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%
The percentage of call-backs when a call was missed*
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%
Fill rate: this is the fraction of customer demand that is met through immediate stock availability, without backorders or lost sales**

*Safari Outdoor touch points over the last 12 months. **This is for all retail and wholesale businesses over the last 12 months.

Businesses within OIH

RETAIL BUSINESSES

OIH’s retail businesses deliver immersive, destination-led shopping experiences across outdoor, lifestyle, and pet care markets, combining expert service with thoughtfully curated product ranges.

Founded in 2008 with a single store in the Western Cape, Safari Outdoor quickly grew into the largest hunting, shooting, conservation and related goods retailer in Africa.

Safari Outdoor

Founded in 2008 with a single store in the Western Cape, Safari Outdoor quickly grew into the largest hunting, shooting, conservation and related goods retailer in Africa.

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Wildman is a long-established outdoor and hunting retail chain with a strong footprint across regional South Africa, serving local communities with practical, accessible outdoor solutions.

Wildman Hunting & Outdoor

Wildman is a long-established outdoor and hunting retail chain with a strong footprint across regional South Africa, serving local communities with practical, accessible outdoor solutions.

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Safari Collection was created as a premium lifestyle retail concept, offering luxury safari apparel and accessories designed for a higher-LSM market outside the licensed goods environment.

Safari Collection

Safari Collection was created as a premium lifestyle retail concept, offering luxury safari apparel and accessories designed for a higher-LSM market outside the licensed goods environment.

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Family Pet Centre was developed as a destination pet retail concept, combining premium products, grooming, and veterinary services into a single, family-focused retail environment.

Family Pet Centre

Family Pet Centre was developed as a destination pet retail concept, combining premium products, grooming, and veterinary services into a single, family-focused retail environment.

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WHOLESALE & DISTRIBUTION

The group’s wholesale and distribution businesses connect leading international brands with regional markets through disciplined execution, strategic partnerships, and robust supply chain infrastructure.

Established in 2011, Stonewolf Supply Co. is a specialist wholesale distributor representing a focused portfolio of world-class international outdoor and shooting brands.

Stonewolf Supply Co.

Established in 2011, Stonewolf Supply Co. is a specialist wholesale distributor representing a focused portfolio of world-class international outdoor and shooting brands.

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With over 60 years of industry heritage, Formalito is South Africa’s largest and most established outdoor wholesale distribution business, servicing an extensive national dealer network.

Formalito

With over 60 years of industry heritage, Formalito is South Africa’s largest and most established outdoor wholesale distribution business, servicing an extensive national dealer network.

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Sentinel Distribution is a specialist wholesale business focused on the distribution of tactical, security, and defence-related equipment for professional and institutional markets.

Sentinel Distribution

Sentinel Distribution is a specialist wholesale business focused on the distribution of tactical, security, and defence-related equipment for professional and institutional markets.

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Adventure Distribution is a Namibia-based wholesale business providing regional distribution, training, and market support for outdoor and hunting brands.

Adventure Distribution

Adventure Distribution is a Namibia-based wholesale business providing regional distribution, training, and market support for outdoor and hunting brands.

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Adventure Brands is a specialist brand distribution platform focused on building premium outdoor, adventure, and lifestyle brands within higher-LSM markets.

Adventure Brands

Adventure Brands is a specialist brand distribution platform focused on building premium outdoor, adventure, and lifestyle brands within higher-LSM markets.

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SERVICES

OIH’s services division supports responsible firearm ownership through education, advocacy, and community engagement, strengthening the long-term sustainability of the shooting sports ecosystem.

OIH’s services division supports responsible firearm ownership through education, advocacy, and community engagement, strengthening the long-term sustainability of the shooting sports ecosystem.

FOSA

OIH’s services division supports responsible firearm ownership through education, advocacy, and community engagement, strengthening the long-term sustainability of the shooting sports ecosystem.

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