Over the past two to three years, Agrinet has been hard at work behind the scenes to refresh and strengthen our Outdoor Division offering. The team is proud to share the reimagined Basecamp brand to a wider audience, designed to bring a modern, competitive, and accessible outdoor range to the South African retail market.

A Turning Point for Agrinet Outdoor

The merger with Prodist presented Agrinet with a unique opportunity, but also a challenge. Inheriting their Basecamp brand (A direct competitor to Agrinet’s Kaufmann Outdoor offering) meant managing two outdoor brands in the same space, creating a cannibalistic effect between Basecamp and Kaufmann. While Kaufmann continued to grow steadily, Basecamp’s aged stock and lower cost prices gave it a short-term advantage, but left the brand without clear direction or a bigger purpose within the portfolio.

It was evident that a long-term, sustainable strategy was needed. Agrinet undertook an extensive six-month research project in 2023 to re-evaluate the outdoor and other portfolios and develop distinct market positions for both brands.

Research-Driven Strategy

This wasn’t guesswork. Our process included:

• Market and Opportunity Research to understand global and South African outdoor trends
• Customer and Consumer Surveys to hear directly from retail partners and end-users
• In-Depth Interviews to uncover motivations, expectations, and purchasing habits

The insights were clear. Almost 90% of South Africans enjoy outdoor activities, but not necessarily in the way the market often portrays. The majority are “Weekend Wanderers, Leisure Loungers, and Festive Nomads”—people who love picnics, braais, hiking, beach days, and light camping. True hardcore campers make up a much smaller segment.

This insight highlighted a gap in the market: an accessible, stylish, and versatile outdoor brand that resonates with how South Africans actually live their everyday lives in the outdoors.

The Bigger Picture: Market Insights

Globally, the camping equipment category is valued at ZAR 1 450 billion and growing at nearly 7% annually. Locally, South Africa’s outdoor equipment category is valued at ZAR 4 billion, with expected growth of 8.5% through 2028.

Key trends shaping the industry include:

• Growth of glamping—camping with comfort and style
• Increased use of eco-friendly, solar-powered, and reusable products
• Demand for multifunctional, mixed-use outdoor gear
• A younger, more diverse consumer base is entering the market
• A higher awareness of healthy living, which includes being more connected to others and spending time in the outdoors, being active.

Basecamp’s New Positioning

To create distinction between the brands, Agrinet has strategically repositioned Basecamp to inspire accessible outdoor living, while Kaufmann continues to serve the more serious outdoor market segment.

Basecamp’s new purpose is simple: to bring aspirational style and smart functionality to everyday outdoor gear, so South Africans can rule the urban wilderness.

Brand Core Characteristics

• Durable – Gear designed to last, offering long-term value.
• Modern – Products made for today’s customer who wants both practicality and style.
• Smart – Clever, versatile solutions that make outdoor living easier and more enjoyable.

Designed for South Africa’s Lifestyle

From backyards to beaches, sports sidelines to bushveld adventures, Basecamp products are created to enhance everyday leisure moments. The range reflects South Africa’s love of being outside—socialising, braaiing, and enjoying the country’s unmatched natural beauty.

This new Basecamp identity and new product range has been carefully developed through expert brand strategy, product development, and alignment with global and local trends. It offers retailers a distinctive, competitive brand at entry-to-mid level price points, ensuring relevance and profitability in a growing category.

"The rebrand of Basecamp is the result of years of research, strategic planning, product development and innovation. Our goal was to create a brand that resonates with how South Africans truly enjoy the outdoors—whether that’s at a braai, on the beach, or at the sports field. By aligning global insights with local lifestyles, together with our collaborating partners, we’ve developed a distinctive, competitive outdoor range that gives our retail partners a powerful new offering in the market." – Alichia Mentz, Marketing and eCommerce Manager at Agrinet

At Agrinet, our commitment remains clear: to deliver wholesale solutions that add real value to our retail partners. The refreshed Basecamp brand is not just an evolution—it is an innovation, created with purpose, insight, and a vision to inspire South Africans to make the most of the stunning outdoors we can all call home.

For more information, please have a look at our product range HERE.