Johan Naude

Core Group

Full-service brand custodian Core Group aims to represent the world's premier professional and consumer technology brands in Sub-Saharan Africa. We are very selective. We strategically align ourselves with companies that are the drivers of innovation in their industry segment. We seek out products that are at the vanguard of new categories. We want to make a difference, create movements, change lives. We are not an ordinary distributor. For global category leaders we want to be the exclusive and dedicated full-service brand custodian. Their business is ours. True partnerships are forged and success follows. Guaranteed. We can manage a brand's presence from end-to-end. Companies don't have to open a regional office to experience the benefits of a branded presence. We act, if you will, as their virtual subsidiary. We are chameleons. We adopt a brand's strategy, style and systems. We know that the true global leaders have products that appeal to almost everyone and processes that are universally applicable. That's what makes them the winners to begin with. Instead of forcing them into our structures, we adopt the approaches that have been successful in other markets. Egos don't come into it; we are servants of the brand.