360 on Callistus Phologolo: Cally Clothing

 

 

"Nothing is for sure and there are risks attached to starting any kind of business," says Callistus Phologolo, Founder and CEO of Cally Clothing.

Cally Clothing is a corporate branding company that specialises in the manufacturing and supply of corporate clothing, uniform and protective wear. The clothing company provides fresh ideas for any merchandise. It also provides in-house tailoring, embroidery and printing of clothing and promotional wear.

Phologolo recalls that his company was affected during the economic meltdown when many companies cut down their marketing budgets as a way of staying financially afloat. “Some companies just view promotional mechandise as luxury when in fact it has become a necessity in today’s day and age,” he says.

The youthful CEO is of the view that branded mechandise could generate new levels of interest and excitement around new products and services. “This will in turn boost sales of the company,” he adds.

His passion for apparel and clothing came in the early 2000s.

The Economics graduate recalls the days when he would sell his clothes at double the original price all for the love of business. “That is when I realised that there was a niche. People wanted to be fashionable and wear premier labels and I had the opportunity to be the guy who would give them exactly that.”

“By the time I had graduated I had banked over a million Pula in the business - doing what I was passionate about.”

He never stopped. “I always yearned to be involved with something that would disrupt the market, something that had never been done before.”

The confident young man then pondered on how to offer products that provided solutions, at the same time adding value to customers.

He began importing complete clothing items from his travels in South Africa to sell. It was then that he realised the potential in manufacturing. “I decided to cut the middle man so as to cut down the cost of importing.” This became the pivotal point in the life of his company.

“If I understand the need, I am able to provide timely and valuable solutions to my clients.”

This is a man who has learnt to live with the inherent risk in the apparel business. His view is that running every business is risky, in fact he believes that getting and staying in business is the most challenging thing. His secret has always been to create a balance. The retail and apparel business is one of the most demanding, especially in the current unstable economic conditions. That is why Cally Clothing decided to operate for 24 hours non-stop. Phologolo says this helps them to curb any loophole that exists and most importantly to always be ready for opportunities.

As a result of this, the company receives positive feedback from its clients because of their ability to exceed delivery expectations.
“One really needs to think about why they have decided to open an apparel store versus a pharmacy or an organic grocery store,” he says. For him a business in the textile industry was almost inborn, a passion that he cultivated while he was still young and a student.

Cally Clothing is not oblivous to the competition that exists. “It does not take rocket science to see that the apparel industry is crowded. But there always seems to be room for more, particularly if you're offering consumers something they feel they're in need of,” says the CEO. His view is that the difference is in the offering – product differentiation. This is what he believes makes Cally Clothing stand out from among many. “We provide real solutions to our customers. Not only do we sell the products but we work closely with the clients during conceptualisation, designing, manufacturing and production to ensure that we deliver what they really desire to have.”

According to Phologolo, to ensure that they are on top of their game they pay attention to the demographics in their area, to the location and available foot traffic. They take interest in fashion and trends. “People can get everything we sell at their local mall, so we have to set ourselves apart in other ways.”

Competition sparks off the innovation in them. Phologolo aims to compete with other African markets in the near future. This will also help them gain access to larger markets. “In the long run, my team and I should be in a position to serve a much broader and bigger scale.”

Phologolo has other business interests in other areas besides manufacturing. He owns a French inspired men’s retail store ‘Monsieur’ based in Masa Centre (CBD) in Gaborone. When he conceived the concept, he thought it would be fancied by young adults, but to his surprise the store attracts the 35s and above. “The response has been positive and in the long run I intend to capture a market of a much bigger clientele,” he says.

He is also a part owner of a local cleaning company called Prestine that employs up to 75 people. The young father of two emphasises the importance of valuing human capital. “As a team leader of my company, I am very much aware that I should be in a position to motivate my employees, develop them  and provide consistent leadership that would enable them to think, create and work hard,” he adds. That is exactly what I pride myself in, in seeing people grow.”

Phologolo regards capacity building as one of the most important intiatives employers should drive to enhance employee’s performance.