Carrol Boyes South Africa Company Case Study Management Assignment Help

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Based in South Africa and founded in 1989, Carrol Boyes is the brainchild of local artist-turnedbusinesswoman Carrol Boyes. The popular brand has been in existence for 30 years and is known for a vast range of homeware and gifting items in pewter, aluminium, stainless steel, ceramics, textiles,leather and wood. Carrol Boyes, an iconic South African designer, and her brand has deftly crafted a coveted and high-end product range of upmarket home and lifestyle items. She founded Carrol Boyes (Pty) Ltd in 1991 combining her artistic flair and talent in sculpture with her jewellery experience to create an extensive range of products. An artist’s mind knows no boundaries, so consider the dilemma and frustration of needing to reign in that creative spirit to accommodate the economic needs of running a viable business. That is the challenge Carrol Boyes has confronted head-on. When you consider the difficulties of maintaining a very niche culture of design mentality in a rapidly expanding business that started out in her basement, Boyes’ achievements are truly remarkable. When she started out in 1989 she wanted to use her sculpture and art training to earn a living from the art world. She started to make copper products for the home from her basement and the business was a success from day one. Boyes quickly began to use pewter and expanded her designrange to include cutlery, selling to local homeware stalls. Word rapidly spread concerning the quality of her work. The company quickly expanded into other pewter items and looked at using cast
aluminium - and people then started to ask for cutlery that could go into a dishwasher. So they started to develop new products, and eventually acquired a stainless steel cutlery company. The design process has much to take into consideration, from market demand, to metal prices and the complexity of each piece and its cost to make. In the gift and retail market one must be sensible about what one makes, and understand what is easy to make and what not. It is also important to receive customer and store feedback on what they would like to see in the range. Today, the company designs and manufactures a meticulously crafted product range of well over 1000 items and sells over a million items every year through its retail division to homeware and gift stores, galleries and craft shops and increasingly to the overseas market. The product range includes dining and entertainment; home décor; flatware and cutlery; office and stationery; and various accessories. More recently the company launched a wine range and a new premium line of luxury chocolates. Products are always imbued with Carrol's trademark artistic flair and finesse. The brand is available through 35 branded shops in South Africa and in 31 countries.

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