The Foschini Group, TFG, generated R551 million in revenue from its Bashstore platform in the 2026 financial year, marking a 306 per cent increase as the retailer uses its physical stores to expand its digital sales reach.
Bashstore connects customers, store employees and tills to TFG’s wider online catalogue across more than 3,000 stores and 14 brands, allowing shoppers to order products that are not physically available at a particular location.
Brandspur Brand News reports that the platform is increasingly being used to prevent lost sales caused by limited shelf space or unavailable sizes and colours. TFG said 97 per cent of Bashstore sales in FY26 represented purchases that would otherwise have been lost.
The model is also driving customers back into physical outlets. About 76 per cent of Bashstore orders were completed through Click & Collect, giving shoppers another reason to visit stores after making digital purchases.
TFG’s strategy effectively turns its shops into extensions of its online operation. Instead of stocking the full range at every location, staff can access the wider catalogue and complete orders for customers from the shop floor.
More than 23,000 TFG store associates now have Bashstore access through mobile devices, enabling them to browse products and assist shoppers beyond what is physically displayed in a store.
The platform has also moved beyond employee assisted selling. TFG is rolling out Bashstore kiosks across 100 stores, allowing customers to browse the broader catalogue, scan barcodes and place orders themselves.
The kiosk model gives shoppers greater control over the purchasing process while preserving access to products that may not be available at their local outlet.
TFG Chief Executive Officer, Anthony Thunström, said Bashstore demonstrates how the company is combining its physical network with digital capabilities to create a more flexible retail operation centred on customers.
For the retailer, the approach also offers a way to get more value from its existing store footprint. A shop no longer has to carry every product to sell it, provided customers and staff can access the wider digital catalogue.
Luke Jedeikin, co-founder of Bash, said the technology was built to give store teams greater flexibility while making more products accessible to customers.
With more than 3,000 stores, 23,000 associates and a shared digital catalogue, TFG is effectively using its physical network as part of its digital infrastructure. The strategy reflects a wider move towards retail systems where customers can move between online ordering, assisted shopping and physical collection without treating them as separate experiences.
