Craig Joseph’s journey through time
Walking through the bustling corridors of the Waterfall Distribution Campus in Waterfall City, Craig Joseph reflects on a life that’s as dynamic as the brands he represents. As the Director and CFO of Crick Group, Craig is not just a tenant of Attacq’s state-of-the-art facilities. He’s a testament to South Africa’s spirit of resilience and innovation, 30 years after Nelson Mandela’s presidency began.
“It’s amazing how time flies,” Craig recollects, his eyes scanning the architectural landscape of Waterfall City. “I still remember that evening in 1996 when President Mandela attended my bar mitzvah. It was a moment that not only marked my coming of age but also instilled in me a belief that anything is possible.”
A night to remember
At just 13, Craig made the audacious decision to invite Nelson Mandela to his bar mitzvah. What started as a hopeful gesture turned into a historic evening when Madiba accepted the invitation, arriving promptly and staying for exactly 45 memorable minutes. Amid the traditional celebrations, Mandela’s presence added a layer of significance that left an indelible mark on Craig’s life.
“He danced the horah with us, spoke about the importance of cultural traditions and emphasised unity,” Craig recalls with a smile. “That experience taught me the power of courage and the importance of reaching out.”
Building a business legacy
Fast forward to today, Craig channels that same courage into his role at Crick Group, a family business that has become a cornerstone in South Africa’s fashion and lifestyle industry. After earning his Chartered Accountant designation and completing a secondment in the USA, Craig joined the family venture with a clear vision: to enter the retail market and own the vertical chain.
Under his guidance, Crick Group didn’t just expand. It soared. Craig spearheaded the opening of the first Superga concept store in 2010, laying the foundation for a portfolio that now includes iconic brands such as Kappa, Alpha Industries, Sebago, Feiyue and Crep Protect. He established robust financial, marketing, HR and sales teams, implementing systems such as SAP to ensure solid and flexible financial reporting.
“Retail is more than just selling products. It’s about building experiences and relationships,” Craig explains. “That’s why partnering with Attacq and being part of the Waterfall City community is so important to us. The infrastructure here aligns perfectly with our growth ambitions.”
A synergy with Attacq and Waterfall City
Crick Group’s headquarters and warehousing facilities are located within Waterfall Distribution Campus, a strategic location that offers unparalleled logistics advantages. This partnership with Attacq isn’t just about real estate. It’s a collaboration and partnership that fuels innovation and efficiency.
“Attacq has created an environment that fosters business growth and community development,” says Craig. “Being here allows us to streamline our operations and stay connected with other forward-thinking businesses.”
The state-of-the-art facilities at Waterfall City provide Crick Group with the scalability it needs to manage its diverse brand portfolio effectively. It’s a synergy that benefits both parties. Attacq benefits from a prestigious tenant and Crick Group enjoys world-class amenities.
Reflecting on 30 years of progress
As South Africa commemorates three decades since Nelson Mandela’s presidency began, Craig can’t help but reflect on how the nation, as well as he himself, have evolved.
“Meeting Madiba was more than a personal milestone. It was a glimpse into the potential of our country,” he enthuses. “His humility and vision continue to inspire how we conduct business and engage with our community.”
Craig believes the principles Mandela stood for – unity, perseverance and inclusivity – are more relevant than ever in today’s business landscape.
“We have a responsibility to contribute positively to our society,” he asserts. “At Crick Group, we strive to create opportunities, not just within our company but also through our partnerships and social initiatives.”
Looking ahead
With plans to further expand Crick Group’s reach and continue innovating within the retail space, Craig is optimistic about the future.
“The retail landscape is constantly changing, but that just means there are more opportunities to grow and adapt,” he says. “We’re excited to explore new horizons and with partners like Attacq and the support of the Waterfall City community, the sky’s the limit.”
As he wraps up his day and prepares to head home, Craig takes one last look around the vibrant hub that is Waterfall City. “Every day here feels like a new chapter,” he reflects. “And I can’t wait to see where the story goes next.”
In a world where business and personal history intertwine, Craig Joseph stands as a symbol of what’s possible when ambition meets opportunity. From a young boy bold enough to invite a president to his bar mitzvah, to a leading figure in South Africa’s retail industry, his journey is a compelling narrative of courage, innovation and enduring success.