TFG (The Foschini Group) is redefining what its stores can sell through Bashstore, its omnichannel retail platform developed by digital innovation division Bash.

Now live across more than 3,000 TFG stores and 14 brands, Bashstore connects store associates, tills and customers to one shared digital catalogue – removing the traditional limitations of floor and shelf space and giving customers access to a much broader range than what is physically available in their local store.

The impact is already being felt across the business. In FY26, Bashstore generated R551 million in revenue, representing 306% year-on-year growth, with 97% of Bashstore sales representing sales that would otherwise have been lost. A further 76% of Bashstore orders were fulfilled through Click & Collect, bringing customers back into TFG stores to collect their purchases and creating further opportunities to browse and shop.

At its simplest, Bashstore changes the conversation from “try another store”to “we can order it for you.”

If a size or colour isn’t available on the rails, or a product or brand isn’t in your local mall, store associates are empowered to access the wider range online for customers, straight from the shop floor.

“Bashstore is a clear example of how we’re bringing our omnichannel strategy to life,”said Anthony Thunström, CEO of TFG. “By integrating our physical and digital capabilities, we’re creating a smarter, more agile retail environment that puts the customer at the centre. Our stores are no longer limited to what is physically on the shelf – they are connected to a much broader ecosystem.”

Bashstore has evolved across three connected formats:

Mobile: More than 23,000 TFG store associates are equipped with a Bashstore mobile-device, enabling assisted selling anywhere on the shop floor.

Till: Endless-aisle functionality at checkout allows teams to access the wider catalogue and complete sales when products aren’t available in-store.

Kiosk: The newest evolution of Bashstore is also its first fully customer-facing format, taking inspiration from the self-service ordering experience that has become popular in fast-food chains. The kiosk puts the full Bash catalogue directly in customers’hands, allowing them to browse the wider range, scan product barcodes and complete purchases independently. Kiosks are rolling out across 100 TFG stores, bringing the endless aisle directly onto the shop floor.

Together, these capabilities are transforming TFG’s stores from fixed points of inventory into connected sales, discovery and fulfilment hubs, giving customers access to more choice, wherever they shop.

“We’ve built Bashstore to remove friction and empower store teams with intelligent tools that bring together data, technology and human connection,”said Luke Jedeikin, Co-Founder of Bash. “When every store can access the wider catalogue, we give customers more choice, more convenience and more possibilities, and our teams more ways to serve them.”

With 23,000+associates, 3,000+stores and one connected catalogue, Bashstore turns TFG’s extensive physical footprint into an increasingly connected part of its digital ecosystem, where every store can offer more, every associate can sell more, and every customer has more ways to shop.