Brief

Oakley opens second South African lifestyle store in Sandton

The new Sandton City outlet marks Oakley's push into broader lifestyle retail across South Africa.

By Felo News Desk · Published Fri, 09 Oct 2026 06:12:22 GMT

Oakley has opened its second South African apparel, fashion and accessories (AFA) store in Sandton City, Johannesburg, according to bizcommunity.com. The launch follows the brand's first AFA location in Cape Town and is part of EssilorLuxottica's strategy to move beyond eyewear into a wider performance‑driven lifestyle offering.

The Sandton store showcases clothing and accessories built on the same performance‑led principles as Oakley's eyewear, emphasizing innovation, durability and street‑inspired design. The brand describes its target consumer as someone with a mobile lifestyle who wants technical capability combined with a modern aesthetic.

"Following the success of our first AFA store in Cape Town, Johannesburg was the natural next step," said Sade Anter, marketing manager at EssilorLuxottica. "Sandton's blend of business energy and style‑conscious consumers makes it an ideal home for the brand." The outlet gives Oakley a presence in one of Johannesburg's premier retail districts and allows the company to test the AFA concept in South Africa's two major metropolitan markets.

Key facts

Oakley opened its second South African AFA store in Sandton City, Johannesburg. (bizcommunity.com)
The first South African AFA store was launched in Cape Town. (bizcommunity.com)
Sade Anter, marketing manager at EssilorLuxottica, commented on the expansion. (bizcommunity.com)
The new store focuses on performance‑led clothing and accessories alongside eyewear. (bizcommunity.com)