Retractaline is the undisputed market leader in the design, manufacture, and supply of a comprehensive range of laundry care products and accessories.

Founded in 1985, the brand has established itself as a South African icon and has supplied leading retail and hardware stores for 35 years. Enjoying over 80 percent market share, a Retractaline product is found in most South African homes and the brand is enjoying rapid international demand.

Owner and managing director, Chris Frost, purchased the business in 1995. Frost has transformed Retractaline from a garage operation to become one of the country’s leading manufacturers. Driven by the need to expand, the company relocated to, and started operating from, the Dube TradeZone on 1 December 2015.

One of the main drivers behind Frost’s decision to invest in a new facility was so that local retailers could source quality, locally manufactured goods for their customers. Consequently, Retractaline’s focused approach to business development and quality has seen the company rise to claim an enviable market share across the categories in which it operates.

“We only use premium quality components; for example, industrial strength glass filled nylon moulded components versus the cheaper plastics used by some imitators. UV and corrosion protective characteristics form high design and product specification considerations,” says Frost. The manufacturing process is handled by a very competent team led by the factory manager, Anand Haripersad who has been with the business since inception.

Frost added, “Our staff have a high commitment to our products and brand reputation. They realise that only the best quality and service builds a sustainable business that offers job security in an empowered environment that nurtures skills improvement and personal growth in a lifetime career.” The staff complement currently includes administration and sales staff, packers, assemblers, key machinery operators and engineers. All processes are done in-house, including steel tube manufacturing, PVC extrusion, plastic mouldings, wire processing, powder coating, rope manufacture and product assembly.

Retractaline is fully committed to clean manufacturing principles. As a member of the Dube TradePort Special Economic Zone, the company is audited monthly to strict best practise environmental standards. Innovation has always been a key component of the company’s success in producing quality, durable, and reliable laundry products. Frost describes himself as being hands on in the in-house development stages and supports product expansion.

“We have split our range into five categories: retractable clotheslines, rotary clotheslines, wall-mounted folding clothes lines, folding airers, and ironing boards and accessories. We don’t dominate with 80% market share in each of those categories, but we are growing rapidly. In retractable clotheslines and rotary clotheslines, we probably have more than 80% market share but in ironing boards, where a lot is still imported, we probably have 5 to 10% share. Our goal is to dominate the retail market and be the brand of choice across all categories,” explained Frost. On the product side, Frost explains that the company will continue with its laundry theme when introducing new homeware ideas.

“We have started with self-assembly wardrobes, we are making shoe racks, and there is a lot of product development ongoing. We have launched self-assembly wardrobes and they have been phenomenally successful, growing to being one of the biggest selling items across the range in a short space of time.”

Currently, Retractaline products are found in some of the country’s major retail stores including Builders Warehouse, Brights Hardware, BuCo, Game, Makro, Mica Hardware, Takealot, Pick n Pay, and more.

In the future, Frost expects online retailers to play an increasingly important role in the distribution of Retractaline products. “There is a lot of growth in ecommerce, not just in South Africa,” he says. “We are seeing big growth in ecommerce whereas traditional retail has slowed significantly. We have set up stores with Amazon UK, USA and Australia so we will go direct through the online route.”

“Our customers are offered the very best quality products, bench marked above international best practise standards, at costs well below our international brand competitors. An absolute winning formula for our customers! Hence our by-line: Retractaline, the world’s best laundry products!”