The purpose of the business plan was to expose the Warehouse brand to new international markets, namely South Africa. The method chosen for the exposure of the brand was through Franchise via concession store type with premium/ high end pricing strategy.

 

The brand aimed to set  its self apart through its quality range of products and service, which aimed to inspire the demanding south African middle class professional for international products.  As well as solving an issue for third or second rate offering of products, that African consumers are no longer satisfied with.