Safari Collection is a premium lifestyle and apparel brand rooted in the traditions of classic safari style. The brand combines timeless design with functional performance, offering garments that are equally suited to the bush, travel, and everyday wear.
With a strong emphasis on quality materials and thoughtful design, Safari Collection appeals to customers who value understated elegance, durability, and authenticity. Within the OIH portfolio, the brand represents the lifestyle expression of the outdoor experience.
Safari Lifestyle Apparel
Clothing inspired by traditional safari heritage.
Quality Craftsmanship
Attention to detail, fit, and fabric selection.
Lifestyle Retail Experience
A refined brand presence aligned with premium outdoor living.
Key Differentiators of Safari Collection
- Classic safari-inspired design
- Premium materials and construction
- Lifestyle-led brand positioning
- Strong alignment with outdoor heritage
- Backed by OIH retail and distribution scale
Quick Stats
Home to a curated selection of luxury, world-class safari and outdoor brands available exclusively through Safari Collection in South Africa.
A premium retail concept blending refined safari style, functionality, and timeless design for life in the bush and beyond.
Every Safari Collection store is meticulously designed to deliver a “show-time” retail experience, where detail, atmosphere, and storytelling elevate the customer journey.
Each collection is thoughtfully selected by experts with a deep appreciation for safari heritage, craftsmanship, and enduring quality.
Safari Collection is managed by a skilled team with a deep appreciation for design and craftsmanship, ensuring quality, consistency, and a refined lifestyle brand aligned with safari heritage.
The Role within OIH
Safari Collection was developed as a strategic lifestyle division within the Outdoor Investment Holdings group, focusing on an elevated lifestyle offering tailored to a higher-LSM customer segment.
By concentrating on luxury safari apparel, accessories, and refined outdoor style, Safari Collection extends the group’s reach beyond traditional hunting and shooting categories. The brand complements Safari Outdoor by offering a premium, non-licensed retail experience that emphasises design, craftsmanship, and immersive “show-time” retail environments, while strengthening OIH’s presence in the broader luxury outdoor and lifestyle market.
Safari Collection’s retail journey began with the opening of its flagship concept store in Somerset West, Cape Town, launching in December 2025. Designed as an immersive showcase of the brand’s luxury safari lifestyle offering, this inaugural location sets the standard for future stores. As the first step in a considered growth strategy, the Somerset Mall store establishes Safari Collection’s presence in the premium lifestyle retail space, with further locations planned as the brand expands thoughtfully into aligned destinations.
Discover other businesses within OIH