The iconic neon bunny logo has officially hopped into Mzansi. Psycho Bunny, the viral menswear brand known for its premium polos and vibrant designs, has made its African entry with the grand opening of its first store on the continent in Sandton City, Johannesburg.
Expanding across the globe
Psycho Bunny is an American apparel brand that first launched as a necktie business in 2003 before going out of operation for over a decade. It re-launched in 2016 with offices in New York and headquarters in Montreal,, where it has grown to become one of the most notable apparel brands, specially known for its signature polo shirts with a bunny logo.
The current CEO of Psycho Bunny, Alen Brandman, assumed ownership of the brand in early 2020s. In less than two years in his hands, the company opened multiple shops across Montreal, with early locations in Easton Town Center, Ross Park Mall, and Kenwood Towne Centre. It expanded to West Edmonton Mall in the fall of 2023 with big international expansions coming later.
The arrival of the label brand in South Africa is part of Psycho Bunny’s aggressive expansion efforts, especially across Latin America, North America, Middle East and Africa. In fact, it has opened more than a dozen new locations this year alone, with a handful more brick-and-mortar stores slated to open before the end of 2024. The Sandton opening brings their location count to over 200 stores across the globe.
The Emirati mall and big-box-store operator, Majid Al Futtaim, launched Psycho Bunny’s clothing lineup in its lifestyle department store in the Mall of the Emirates in Dubai in October 2023. This became the brand’s first opening in the Middle East, and now the Sandton store has welcomed Psycho Bunny to Africa.
It will bring its collection of luxury casual clothing for men and children to one of Africa’s most sophisticated shopping spots. The Sandton City location opened its doors earlier this month and stocks the brand’s entire range of premium menswear and accessories.
“We are thrilled to introduce Psycho Bunny to South Africa, a young vibrant market that resonates with our brand’s energetic spirit,” says Anna Martini, CEO of Psycho Bunny. “Sandton, with its premium shopping environment, is just the perfect location for our first store in this dynamic region.”
Strategic market entry
It’s a no-brainer for many brands in consumer-facing industries to touch base with third-party research, competitor analysis, and buyer behavior before expanding to new markets. Big-box stores, for instance, contract outside consultants for expansion viability, while gambling entities often check out review sites like Bonus Focus to slice and dice what competitors offer.
Aside from third-party consultations, Psycho Bunny conducted their own extensive research on local consumer behavior and retail climate before choosing to kick off its Africa entry in SA. It’s a marriage-made-in-heaven kind of a situation, especially given how South Africans love classic American apparel with a relatable back story. Think of how FUBU has stayed fashionable in Mzansi for more than a decade thanks to the heartwarming story of four ambitious African Americans from Brooklyn.
The brand’s expansion strategy and innovation goes beyond traditional retail. Their recent expansion to over 96 Shopify stores has seen them grow from just 7 employees to nearly 1,000 across more than ten countries. In a move that other clothing brands are trying to copy, Psycho Bunny ventured into the metaverse and opened their first virtual flagship store on Roblox’s Resort Tycoon 2 game. The metaverse store attracted over 220,000 in-store product interactions and 7 million impressions in its first ten days.
Psycho Bunny partners with Slimsuit Distributors
For their expansion into the South African market, Psycho Bunny looked to one of the most respected homegrown import & distribution clothing brands, Slimsuit Distributors. The distributor already carries some of the most recognized global clothing labels, including Bugatti Clothing, Lulalife, and Moontide.
The head of Slimsuit Distributors, Richard Epstein, said that they scouted for an ideal first store across many malls and shopping centers in Johannesburg, Cape Town, and Durban. He noted that having checked out many retail spaces in the country, Sandton caught their eye and made for the perfect SA entry.
Richard Epstein, director at Slimsuit Distributors, the local distributor for Psycho Bunny, shares the excitement about the partnership: “Having been instrumental in bringing other top labels into the country, we are particularly excited to become a part of this iconic retail community. We know South Africans are going to love the sheer luxury of Psycho Bunny, and we look forward to expansion in the near future.”
A clothing brand with a Bold Standard
Ads for the menswear brand have already aired on our TV stations and featured heavily on social media. You may have already seen their The Bold Standard advertisements and billboards in Jo’burg. They introduced this clothing philosophy earlier this year to pay homage to their commitment to adventurous lifestyle, rebel clothing, and quality.
According to CEO Alen, the brand has strict sourcing practices, with 80% of products, including their signature Peruvian Pima cotton, coming from South America. Today, the material is featured across its entire lineup, which includes their signature premium polo shirts, swimwear, and kid’s clothing. They also offer casual and dress t-shirts, pants and shorts, sweaters and hoodies, loungewear, activewear, and fashion accessories, alongside tennis and golf apparel. They all feature their signature neon bunny logo.
Sports and celebrity endorsements
Psycho Bunny’s influence extends into the sporting world through their partnership with Tennis Canada, serving as the official outfitter for both the Canadian Billie Jean King Cup and Davis Cup teams. The brand has also seen a surprising celebrity following. Basketball legend Shaquille O’Neal has praised the brand’s comfort in Esquire, while personalities like Queer Eye star Karamo Brown and Euphoria actor Javon Walton regularly sport their designs.
