SUPERBALIST CO-CEO PENNY COHEN’S TRAILBLAZING JOURNEY

Words by Jamal Grootboom | Image: Supplied

“Women’s leadership in the fashion industry is vital to create a more equitable and prosperous sector,” says Superbalist co-CEO Penny Cohen.

A trailblazer in her own right, Penny has crafted an impressive 25-year-long career in the apparel and footwear industry from her love of fashion.

In honour of International Women’s Day, celebrated on 8 March, we sat down with Penny to gather insight into her career, where her personal style and her love for fashion began, as well as her best career advice for women in business.

Where did your love for fashion come from?

I was inspired by my mom, who was beautifully dressed, so growing up I was surrounded by special pieces.

How would you describe your personal style?

The juxtaposition of androgyny with feminine persuasion. Translating into the harmony of ‘hard meets soft’.

What are three key workwear items you always reach for?

I love a layering piece. So a blazer, the must-have seasonal trousers, and the perfect tank top.

What drew you to seek a career in the textile and fashion industry?

This was not the initial path I had set out on but decided to follow my passion which got me started in footwear. I was prompted to create an apparel collection that complemented the footwear offering which was the launchpad for several other brands I launched over time.

How does your perspective on fashion impact your decisions for the Superbalist private labels?

I view fashion as a means of expression and a physical extension of one’s identity. Our stable of private-label brands caters to a diverse customer base be they junior, modern, or moderate.

Although each brand differs in handwriting, the essence is constant. To instil confidence in the wearer through trend-relevant capsules as well as pieces that transcend seasons that are effortless and accessible.

Why do you think it’s important to have women in power positions in the fashion industry?

Promoting women’s leadership in the fashion industry is vital to create a more equitable and prosperous sector where diverse perspectives are valued, and everyone has the opportunity to thrive.

What are the biggest challenges you’ve faced in your leadership journey, and your key learnings from them?

Managing change has been one of the biggest challenges, be it as a result of mergers/acquisitions or navigating unchartered territory during the Covid pandemic.

Key learnings from these challenges would be adaptability, resilience, and acknowledging that leaders don’t have all the answers and need to seek out continuous learning opportunities through their experiences and others.

What are your proudest moments spearheading SA's biggest online fashion retailer?

Seeing the rapid growth of Superbalist over the past few years which is a testament to the collective effort of a talented, dedicated winning team.

Where do you see the future for the fashion and retail sector for women wanting to make their mark?

The future of fashion and retail will be shaped by consumer demand for sustainability, inclusivity, personalisation, technology, and brand differentiation.

Women who are able to grasp these trends and bring their perspectives and skillset to the table will find opportunities for success.

What advice would you give to women in business?

If you will it, it is no dream…

Your mindset doesn’t just influence the way you think but also impacts the way you act, so cultivate your inner narrative reinforcing that you can achieve success.

Set bold, ambitious goals. The end result will give you something to work towards and keep you motivated. This needs to be backed by hard & smart work, being accountable and solution-driven.