COMPETITIVE LANDSCAPE
Busby trading and Woolworths maintain the lead through innovation
The bags and luggage market in South Africa remains fragmented, with multiple players competing for share. In 2025, Busby Trading continued to lead with 13% share, followed by Woolworths with 4%.
Local brands strengthen their positions with unique, story-driven products
Local brands are driving innovation in the bags subcategory by offering high-quality, locally sourced products with unique names and stories. Freedom of Movement, a locally rooted brand, has strengthened its position by offering leather bags that combine quality craftsmanship with competitive pricing.
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Overview:
Understand the latest market trends and future growth opportunities for the Bags and Luggage industry in South Africa with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Bags and Luggage industry in South Africa, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Bags and Luggage in South Africa report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Bags and Luggage in South Africa?
- Which are the leading brands in Bags and Luggage in South Africa?
- How significant is tourism in determining sales and demand for Bags and Luggage in South Africa?
- How are COVID-19 and global recession impacting demand for Bags and Luggage in South Africa?
- In the wake of COVID-19, how soon can Bags and Luggage be expected to recover? Where are the opportunities for growth now?
- Where is future growth expected to be most significant?
Bags and Luggage in South Africa - Category analysis
KEY DATA FINDINGS
Market polarisation and resale platforms drive category growth
Price sensitivity drives brands to expand affordable offerings
Bags drive category sales through premium quality
Resale and rental normalise second-hand fashion
Affordability and sustainable consumption will drive demand on second-hand platforms
Agility and trend-driven offerings support e-commerce expansion
Busby trading and Woolworths maintain the lead through innovation
Local brands strengthen their positions with unique, story-driven products
Offline retail dominates sales through physical stores
Retail e-commerce gains traction with convenience and wider selection
Personal Accessories in South Africa - Industry Overview
South Africa’s personal accessories market thrives on affordable luxury and sustainability
Market polarisation drives retailers to expand value-focused offerings
Bags and luggage remains the largest category, with dynamic growth
Gen Z consumer driving demand for sustainability and inclusivity
Retailers adapt to consumer behaviour with value offerings
Resale platforms support demand for second-hand bags through affordability
Connected watches set to be the fastest growing subcategory
Leading companies maintain lead amid market polarisation
Offline retail dominates sales through specialists
Retail e-commerce drives growth with convenience and enhancements
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Bags and Luggage
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- Backpacks
- Business Bags
- Crossbody Bags
- Duffel Bags
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- Non-Luxury Handbags
- Luxury Handbags
- Wallet and Coin Pouches
- Other Small Bags
- Luggage
Bags and Luggage
Bags and Luggage includes bags and cases which serve common everyday purposes or specific functions during travel, sports, or formal occasions. However, all sports equipment bags (e.g. golf, tennis, and bowling), insulated food and beverage bags, and musical instrument cases are excluded.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Bags and Luggage research and analysis database.
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