The Transformation of South Africa’s Shapewear Industry by a Healthcare Expert
Palesa Maleka, renowned for her contributions to wellness and as the founder of Supported Shapewear, has distinguished herself by redefining what it feels like to be comfortable and confident in one’s skin.
Prior to stepping into the competitive arena of fashion and apparel, Maleka developed her expertise in the health and wellness field.
With extensive experience as a clinical dietitian, she guided clients through their complex relationships with food, weight management, and holistic health practices.
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Through her online platforms and individual practice, she aimed to clarify nutritional concepts while focusing on her clients’ physical and mental wellbeing.
However, discussions with clients unveiled a quiet struggle some faced regarding their health objectives, body confidence, and daily outfit comfort.
Amid the Covid-19 pandemic, Maleka paused her dietetics practice to focus on shapewear, leveraging insights gained from her clients.
“When I initiated Supported Shapewear, I never anticipated it would grow so significantly, and I always strive to invest my all into any venture I begin,” she shared with the Mzansi Business Podcast.
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“I realized that if I remained in dietetics, I wouldn’t be able to fully commit to my professional pursuits, so I decided to take a break from that. It’s akin to nurturing a child; you wait for them to reach a certain age, allowing them to walk independently, and then you can transition to the next phase.”
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Maleka believes she has grown significantly as a businesswoman since her days running her clinic and launching Supported Shapewear.
“Back then, I don’t even think I saw myself as a businesswoman. I was merely an ambitious young woman fueled by an indescribable passion. Now I recognize that it was entrepreneurship.”
She emphasizes that the brand’s primary mission transcends mere aesthetics; it aims to empower women to feel supported, comfortable, and confident.
Establishing a storefront
In a landscape where retailers are increasingly shifting online and minimizing expenses by closing physical stores, Supported Shapewear has opted for a different strategy by opening a new storefront in Midrand, Johannesburg.
Despite retail trends favoring e-commerce, Maleka asserts that the physical store is a deliberate, customer-centered choice.
She maintains that the in-store experience is one of the brand’s essential selling points.
“I previously conducted numerous pop-ups which lacked professionalism. We would often improvise. Friends would assist me with selling, and at times, we wouldn’t even track our inventory because we trusted those helping. However, there comes a time when you desire to professionalize operations and implement systems.”
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She believes the showroom also addresses the trust gap that consumers experience with online retailers. Consequently, she reports that sales have seen an increase.
“We continue to promote online sales, but having an online store is also about building trust.”
Maleka has also partnered with fellow ambitious women to feature a variety of brands in the showroom.
The new store is scheduled to open in October.
You can also listen to this podcast on iono.fm here.
* You can listen to the full podcast above or download it from iono, Spotify, or Apple Podcasts.