Refinery proudly marks its 10-year milestone — celebrating a decade of redefining everyday fashion for a generation that values authenticity, confidence, and considered style.
Since its launch, Refinery has remained committed to one simple belief: fashion isn’t just about what you wear — it’s about how it makes you feel. Over the past ten years, the brand has evolved into a trusted destination for modern, versatile essentials designed for real life. Effortless. Authentic. Refined.
Anchored in its brand ethos, “Refinery. Live refined.”
Since opening its very first store at Tygervalley Centre in 2016, Refinery has grown from a single retail destination into a leading fashion brand with a significant and expanding footprint across Southern Africa. Today, Refinery operates 187 stores, including 6 in Namibia and 1 in Lesotho. With 10 additional stores opening at the end of March, the brand will reach an impressive 197 stores, marking another milestone in its continued growth journey.
The brand has consistently refined global trends into wearable, accessible collections crafted with comfort, quality, and versatility in mind. With thoughtfully curated ranges, natural fibres, and transparent pricing, Refinery has made great style feel simple and attainable.
From in-store experiences to digital innovation, Refinery has grown alongside its community — a style-savvy, urban customer who moves seamlessly between work, social spaces, and personal downtime. The brand’s distinct aesthetic — clean, modern, and quietly confident — has cemented its place in the South African fashion landscape.
But beyond expansion, Refinery’s ambition has always been bigger than stores and collections. It has been about taking customers on a journey — one rooted in confidence, self-expression, and the belief that great style should feel effortless and accessible. Every collection, campaign, and store experience is designed to evolve with its customer, refining not just wardrobes, but the way people experience fashion in their everyday lives.
“Reaching ten years is more than a milestone — it’s a testament to the strength of our vision and the loyalty of our customers,” says Shaun Hoddy, CEO of Refinery. “From day one, our goal has been to build a brand that feels effortless yet intentional. We’ve focused on creating quality, accessible fashion that fits seamlessly into our customers’ lives. A decade later, that commitment remains stronger than ever.”
Refinery’s evolution has been guided by clarity of purpose — less noise, more style. The brand’s manifesto centres around simplicity, authenticity, and refinement, ensuring every decision — from product development to campaign storytelling — reflects this core identity.
“Refinery has always been about confidence without complication,” says Megan Fabricius, Brand Manager. “Over the past ten years, we’ve refined not just our collections, but our voice and visual identity. Every campaign, every garment, every touchpoint is designed to feel considered and real. We’re proud of how far we’ve come — and even more excited about where we’re going.”
As Refinery celebrates ten years, the brand looks ahead with the same clarity and confidence that defined its beginnings — continuing to refine global trends into timeless essentials, invest in meaningful customer experiences, and take its customers on the next chapter of the journey.
Ten years of living refined. And this is only the beginning.
