Reef SA Entrepreneur Success Story

south african coral reef is a family-owned business that has been shaping the way South Africans experience water sports for over four decades.

From humble beginnings to its current position as a leading brand, Reef has always demonstrated a remarkable ability to adapt and grow. Under the guidance of the Stringer family, the company has cultivated a strong brand image, built lasting relationships with customers and navigated the complex import market with expertise.

In this success story, we speak to Grant Stringer about their strategies and challenges with import logistics, and their unwavering commitment to providing exceptional products and services to the South African watersports community.

How does Reef build a strong brand presence in South Africa? What strategies have you used to make your product stand out?

We focus on our core markets and provide quality products and market-relevant prices. No matter how big or small our clients are, service is the top priority of our business. We believe in a hands-on approach. By understanding our customers’ needs, we create designs and sustainable products to fill these market gaps.

What is Reef’s approach to understanding and meeting the needs of South African watersports enthusiasts? How do you collect customer feedback and incorporate it into your product development?

We interact directly with our customers and listen to them. We interact directly with wholesale and retail customers. You will often see Barry Stringer or myself (Grant Stringer) on our retail floor selling products and interacting directly with customers. We believe in having customers for life and building personal relationships with everyone we meet.

Reef has extensive experience in importing materials and some finished goods, what challenges have you faced in managing the supply chain?

The biggest issues we face are exchange rates, shipping costs and of course international brands entering the South African market.

How do you build and maintain strong relationships with international suppliers, and what criteria do you use to select new suppliers?

Over the years we have developed many great relationships with our suppliers. We all share a common goal of producing quality products at market-relevant prices. We do not change suppliers easily, we believe in respecting relationships and working with suppliers not to change prices but to grow our business together.

Can you share your experience of dealing with import duties and regulations in South Africa? Will changes in import policy have an impact on your business?

The best way to navigate is to work with a reputable freight forwarder who can advise you and guide you in the right direction. Our business has not changed much over the past 4 years, but together with our freight forwarder, we have been able to adapt and grow as needed.

Looking ahead, are there any new product categories or projects on the horizon?

We are constantly looking for new products that we can introduce to the South African market or expand our brand name, but at the same time stay within the confines of our existing customer base.

What advice would you give to new South African businesses that are considering importing materials or finished goods?

Stay true to your vision, listen to your customers, and have a strong team behind you.