Van­nie Kaap brand puts down brick, mor­tar roots

Weekend Argus (Sunday Edition) - - NEWS - TANYA PETERSEN

THE pop­u­lar Cape coloured cul­ture memes brand Van­nie Kaap is ex­pand­ing and will open its first store next month.

The brand has been grow­ing over the past two years, after launch­ing on Face­book in 2015 and has ex­tended its reach to other so­cial me­dia plat­forms.

The per­son be­hind Van­nie Kaap, who would not be named as he wanted to be able to “eat his gatsby in peace and might still owe Edgars money”, said his iden­tity would re­main an enigma be­cause his “iden­tity is less im­por­tant than my ac­tiv­ity”.

But rest as­sured, he is a real per­son who en­joys read­ing and play­ing the gui­tar.

“I also have a fas­ci­na­tion with watch­ing war movies and doc­u­men­taries. I know it’s a bi­etjie sturvy (a lit­tle stuck up) and bor­ing, but don’t be judgerag (judg­men­tal).”

Since the last in­ter­view with him in April, he said the brand had grown sig­nif­i­cantly.

Talk­ing to Week­end Ar­gus, he said the biggest mile­stone had been the up­com­ing launch of the phys­i­cal store.

“Be­sides in­creas­ing our prod­uct range, col­lab­o­rat­ing with other brands, re­vamp­ing our on­line shop and adding celebrity VK am­bas­sadors, we have reached a mile­stone that would still be a long term goal, which is the open­ing of a phys­i­cal shop.”

The shop will open in Wood­stock on De­cem­ber 2.

“Be­sides the phys­i­cal shop and the con­tin­ued ex­pan­sion of the VK re­tail na­tion­ally and glob­ally, VK me­dia is still our biggest goal. We have not shifted from the mis­sion of also dom­i­nat­ing the me­dia space when it comes to coloured views, news and en­ter­tain­ment.”

Some of the in­ter­na­tional and lo­cal brands the com­pany has col­lab­o­rated with are Dunkin Donuts, Baskin Rob­bins and the Asami’s Sushi restau­rant chain.

“We have also been work­ing on a few video and writ­ten con­tent projects for our new me­dia plat­form launch­ing in Jan­uary 2018. So we’ve been putting to­gether con­tent providers that are lo­cal and have al­ways loved the Van­nie Kaap brand.”

Grow­ing the brand is a pri­or­ity and, as a re­sult, he has also ex­tended his fo­cus to events, which he hopes can add “extra rev­enue streams and also in­crease our off­line en­gage­ment”.

The brand has 255 000 fol­low­ers on Face­book and 32 000 on In­sta­gram.

“Since our last in­ter­view with you, our so­cial me­dia fol­low­ing has grown by about 42%.

“We’ve ob­vi­ously also felt this in­crease in our sales, which is al­ways a good thing in push­ing the brand for­ward.”

The growth of the brand is due to its founder’s pas­sion for play­ing with words and ob­serv­ing peo­ple.

“The ob­ser­va­tions can be based on my past or things I ex­pe­ri­ence now.

“The hard part is then tak­ing what I see as vrek funny in my own head and then adding the punch line and Kaaps to it, so it is also some­how even just a bi­etjie funny and rel­e­vant to oth­ers.”

Strangely enough some of his favourite memes are not those that are funny, but rather in­spi­ra­tional.

“They are very per­sonal to me as they re­flect my strug­gles in pur­su­ing this en­tre­pre­neur­ial dream.”

His favourites in­clude: “Dreams don’t work un­less you dala”, “You can’t do geharde goetes with gevrekte mense” and “Just be­cause your past was nwata, doesn’t mean your fu­ture can’t be skan­gaga”.

To buy Van­nie Kaap mer­chan­dise, see shop.van­niekaap. com

PIC­TURE: SUP­PLIED

Van­nie Kaap opens a brick-and-mor­tar store in Wood­stock on De­cem­ber 2.

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