Name: KEEDO
Item: KEEDO
Author: ChangeMakersHub

WHO

We are a South African business that is passionate about South Africa and which provides jobs for more than 400 people. We also adore children and believe that we must begin investing in them from their formative years as they, to a large degree, will fashion our future.

Although the proudly South African kids clothing boutique, Keedo, became part of the Cape Union Mart Group In 2017, it is still run and managed by its original Founder, Nelia Annandale. With a focus on leading from the heart, Annandale strongly believes in local job creation. She drives her leadership team to strive for a culture of engagement with all employees, enabling them to reach their full potential. Keedo cares; it doesn’t only care about children and the environment they grow up in, but It deeply cares about its staff too. Most of the staff at the Keedo Factory are single moms with extended families, who are continuously encouraged and developed as they grow within the business.

Building a lasting, respected brand in a broken economy is no easy feat. Annandale has created an empire that has stood the test of time. Keedo has been providing the market with superior quality, responsibly manufactured and comfortable children’s clothing for almost three decades (since 1993).

As a true South African, Annandale is dedicated to aid in building a country that can be lived in and loved by generations to come. Resultantly, and through her business, she has continuously endeavoured to bring about social and environmental change, focusing on the empowerment and upliftment of the women of South Africa. The Keedo brand strives to foster a love and respect for nature in children, through educational messaging incorporated into its designs. Through innovation and passion, Annandale has built a business that will leave a legacy of social and environmental change, the empowerment and upliftment of women

Over the last two decades Annandale has received various prestigious awards, including; National Entrepreneurial Woman of the Year, Top Gender Empowerment Company, Exporter of the Year and Black Business Quarterly Business Woman of the Year Award with special recognition for transformation, to name a few.

Annandale started from humble beginnings, growing up on a farm. She has twins of her own and although they are all grown up now, they were the original inspiration for the brand – her ‘Keedos’. Her entrepreneurial drive along with her desire to develop her creative mind was the final push she needed to start a business of her own.

“For as long as I can remember, I have experienced an overwhelming compulsion to serve the children of the world. I believe that we must begin investing in them from their formative years as they are the ones who will be fashioning the future!” – Nelia Annandale, October 1993.

WHAT

Keedo is a proudly South African kids wear brand established in 1993. It currently has a large footprint of 39 stores across Africa and an online store. Keedo’s manufacturing plant, based in Cape Town, employs more than 230 workers. It has also established various smaller satellite factories to support the local industry.

Keedo was acquired by the Cape Union Mart Group in 2017. The Group was established in 1933 and is the largest privately-owned retailer in South Africa. It currently has 306 stores across five independent brands, which includes the Cape Union Mart brand, Old Khaki, Poetry, Tread & Miller and Keedo.

In terms of COVID-19, and as the lockdown continues, it remains imperative that people wear masks in public. At Keedo the focus is on the country’s precious children’s best interests. This is why Keedo launched the Keedmasks, specifically designed for kids aged 3 to 12.

While little ones do not appear to be high-risk for contracting COVID-19, they can show mild symptoms, including a fever, runny nose, cough, and even vomiting and diarrhoea. Infected kids can also easily pass the virus on to adults, or the elderly.

In the spirit of Ubuntu, we must all take the necessary steps to protect children and others from getting sick – this includes wearing masks in public, and frequent hand washing or sanitising. South Africa: let’s play our part in stopping the spread of COVID-19, while teaching our children to do the same.

The #KEEDMASKS are available online and from Keedo stores. Designed to minimise the risk of infection, a whole range of #KEEDMASKS were designed and manufactured. The range includes masks in different sizes, featuring single layer protection, double layer protection or triple-layered protection (which comes with additional filters for extra protection). With cute placement prints, such as animal faces, the designs encourage children to wear their masks. Keedo also offers a modern, tubular scarf that is easy wearing and breathable. The latest design includes little toggles that makes the mask adjustable to ensure a comfortable, snug fit. All #KEEDMASKS are locally manufactured using the highest quality cotton to be gentle on sensitive skins.

Video links:

https://vimeo.com/419020163

Keedo has partnered with Chenel Kruger from Raising Wildings to launch its #KEEDMASKS – watch this video as Chenel and her Keedo share the unique designs, and the Mommy and Me limited edition masks.

https://vimeo.com/419020163
Having received special permission from the government and because Keedo Cares, the Keedo Paarden Eiland factory re-opened on 12 April during the national lockdown, specifically to produce #KEEDMASKS.

WHY

Keedo is a trusted South African kids’ clothing brand, founded in 1993. Education, Care and Sustainability form the brand’s three foundational pillars. These values are what the business were built upon, and what its loyal team strives towards as the brand continues to further expand. With a belief in letting kids be kids, Keedo also keeps both parents and children in mind.

Keedo continues to consistently reduce Its carbon footprint and is always striving to educate kids to not only love and respect themselves, but also Mother Nature in all its beauty. “Through our ‘nature-inspired’ prints, we hope to instill this love and appreciation into our kids.”

As a vertically integrated operation, Keedo doesn’t only design beautiful products, but it also manufactures most of them itself. The products or materials that do need to be imported are assured to be hand-picked from responsible, sustainable sources.

In a COVID-19 world, wearing masks is not only essential to health, but has fast become a legal requirement too. Keedo responded to this need by developing a range of masks, designed specifically for children – ensuring safety and comfort.

As a result of the COVID-19 pandemic, Personal Protective Equipment (PPE) has become more mainstream than ever before. Across the globe, the demand for protective masks has outstripped supply. While we attempt to flatten the curve, the need to wear a mask in public becomes ever more important. In the face of worldwide shortages, many have resorted to makeshift solutions that may not be effective in mitigating the risks of the virus.

Since 1993, the proudly South African children’s clothing boutique, Keedo, has operated with a passion for children, and a love for creating items that are best suited to their growth, development, and comfort. Having received special permission from the government and because Keedo Cares, the Keedo Paarden Eiland factory re-opened on 12 April during the national lockdown, specifically to produce #KEEDMASKS.

“While we know masks may not prevent our children from getting a virus, they can significantly minimise the risk. As we act in solidarity with the President’s call for a nation-wide lockdown, Keedo has embraced the ethos; ‘I protect you, you protect me’. We are a country forged in Ubuntu. If each of us does our part, if we all follow this golden rule, we will see a continually flattening curve,” confirms Nelia Annandale, Keedo Founder.

WISHLIST

In addition to working together to curb the spread of the Coronavirus, it is essential that people do not forget about the charities and causes that protect the most vulnerable of our communities. As financial pressures and economic shutdowns cause even more pressure and strife, these causes need our help more than ever before.

Because Keedo Cares, and to stay true to its belief of making a difference and giving back to its communities, the company has been fortunate enough to be involved in various charitable projects over the years. Annandale drives her team to focus on community upliftment wherever possible – an ethos that she lives herself.

KEEDO

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