What started as a simple desire for classic cotton rugby jerseys has evolved into a thriving venture with a notable presence in the sports leisurewear market.
In the fast-paced world of entrepreneurship, success stories often emerge from unexpected beginnings. Daneel Steinmann (25), a qualified CA(SA), and his brother, Stephan (23), exemplify this narrative with the creation and flourishing growth of their business, Old School SA.
The genesis of Old School SA
The roots of Old School SA trace back to the university dormitory of Daneel and Stephan Steinmann when, as students, they found it challenging to acquire the kind of rugby jerseys they longed for.
Fuelled by a passion for traditional high-quality cotton jerseys that seamlessly blended comfort and durability, the brothers decided to take matters into their own hands − in 2019 they embarked on the journey of designing these jerseys, forging a partnership with a local business for production.
Fast forward to the present, and Old School SA has become synonymous with vintage sports leisure wear. What began as a small-scale initiative has grown into a formidable business with four stores – a testament to the brothers’ unwavering commitment and entrepreneurial spirit.
Taking on the world stage
The turning point for Old School SA came during the Rugby World Cup in France, propelling the brand into the limelight. The surge in demand during the tournament led to two warehouse upgrades and occasional overnight shifts to meet the overwhelming requests. The initial three-person team expanded to fifteen, showcasing the rapid growth the business experienced.
Notably, Old School SA jerseys found favour among renowned figures, including former Springboks such as Jean de Villiers, Pierre Spies, Bryan Habana and Victor Matfield. This endorsement not only validated the quality of their product but also fuelled the brand’s credibility.
‘It gave us that stamp of approval that we have a good product. To think where we started to where we are now − it’s incredible!’ remarks Daneel, a 25-year-old visionary whose non-conformist approach and ambitious mindset have been pivotal in the brand’s success.
Balancing act
Behind the scenes of Old School SA’s success is a narrative of hard work and dedication. Daneel, in addition to his entrepreneurial endeavours, achieved significant academic milestones. He earned the title of the youngest sommelier in Africa, graduated with a BAcc degree (cum laude), and successfully completed his articles.
Balancing eight hours of work at VATIT, a tech business in Johannesburg while simultaneously building Old School SA, Daneel exemplified discipline and focus. His time at VATIT provided valuable lessons and insights, especially when he became part of a team tasked with establishing a new business focused on e-commerce, called ZEE.
Reflecting on this period, Daneel emphasises, ‘It quickly became a crazy rollercoaster!’
By December 2021, ZEE had grown to almost a hundred employees, and Daneel had the opportunity to attend global expos and events. His experience at ZEE unveiled the immense growth potential of e-commerce and online businesses.
Embracing e-commerce and overcoming hurdles
Daneel’s realisation of the untapped potential in the online market became a catalyst for Old School SA’s foray into e-commerce.
Attending the Billion Dollar Seller summit in 2022 transformed his perspective, making him aware of the vast opportunities available. ‘The online market is so big, and the scalability is so incredible that nothing is impossible,’ asserts Daneel.
In August this year, Daneel took a bold step to commit full-time to Old School SA after completing his articles at VATIT.
Initially, apprehension surrounded online jersey purchases due to the inability to inspect the product physically. Hence, the decision to establish physical stores in Hazelwood in Pretoria, Mall of Africa in Midrand, George, and at their Somerset West headquarters.
The strategic move paid off, and Old School SA experienced unprecedented growth, making more sales in some months in 2023 than in an entire year previously. The success was not a stroke of luck but a result of meticulous planning, hard work, and the ability to seize opportunities.
Lessons in growth and scalability
Despite the remarkable success, Daneel acknowledges that growth is not easy. He reflects on the past four years and admits, ‘I was naïve over so many consequences of growth. We could have failed so easily.’ The company excelled in marketing and growth, but challenges in stock planning and fulfilment required continuous refinement.
‘These issues are like onion layers – you think you’ve fixed the fulfilment issue, but then you realise you have to solve the customer service backlog,’ says Daneel. The journey has been a learning process, emphasising the importance of adapting strategies to match the evolving needs of a growing business.
Charting the course for the future
Looking ahead, Old School SA remains focused on capitalising on its current momentum. The brand plans to launch pop-up shops in various locations in anticipation of the festive season, showcasing its adaptability and commitment to exploring new opportunities.
One such venture involves a collaboration with cage fighter and kickboxer Dricus du Plessis, designing a clothing range leading up to his Ultimate Fighting Championship (UFC) bout in January 2024.
Daneel’s unwavering belief in the potential of Old School SA and the changing consumer mindset bodes well for the brand’s future.
In the world of entrepreneurship, the story of Old School SA stands out as an inspiring tale of vision, hard work, and adaptability. From humble beginnings in a university dormitory to becoming a recognised brand in sports leisure wear, Daneel Steinmann’s journey reflects the essence of entrepreneurial success.
The success of Old School SA is not just about selling rugby jerseys; it is about embracing opportunities, overcoming challenges, and continually evolving to meet the demands of a dynamic market. As Daneel and his team continue to navigate the ever-changing landscape, one thing is certain − Old School SA is not just a brand: it’s a testament to the power of perseverance, innovation, and the pursuit of excellence.
Author
Marteli Brewis
