MEET CHERI

Cheri founded The Outfox Fashion Group in 2015 with a clear and ambitious vision: to challenge the status quo and help shape a new standard within the fashion industry. With a deep curiosity about global supply chains, manufacturing, and the inner workings of established fashion brands, she set out not simply to participate in the industry — but to influence it.

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From the beginning, she recognised that her ambitions extended far beyond South African borders. Determined to understand fashion at its highest level, she travelled to New York Fashion Week in 2017, immersing herself in international runway culture and global creative energy. During that pivotal week in Manhattan — including a memorable snowstorm on the eve of a show at Madison Square Garden — she gained first-hand insight into the scale, pace, and ambition of the global fashion arena.

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Returning home, she faced a defining realisation: geographical distance and currency barriers would make entry into international markets challenging. The question was no longer whether she would begin, but how. With little more than a box of second-hand handbags in the corner of her garage, she took her first tangible steps into the fashion world — laying the foundation for what would become a much broader vision. What many do not immediately see is that Cheri’s professional journey is shaped by two enduring passions: fashion and hospitality.

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After completing a Law degree and an MBA, she built a substantial career in the hospitality industry, specialising in revenue management and commercial strategy. She continues to consult within this discipline, applying analytical models that mirror the data-driven innovations increasingly shaping modern fashion businesses.

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Her long-term vision brings these two worlds together: to develop a fashion-led hotel concept in key international fashion capitals — destinations where style, commerce, culture, and experience intersect, and of course, fashion brands.

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