South African lifestyle brand Freedom of Movement has opened its first international store in Bath, England, marking a significant new chapter for the homegrown brand as it takes its offering into the United Kingdom.
Known for its footwear, bags, accessories and leather products, Freedom of Movement has spent more than a decade building its presence in South Africa. The new Bath store now gives the brand an opportunity to introduce its South African identity and product offering to an international market.
Freedom of Movement Takes Its South African Story to Bath
The opening follows a journey that began in 2013, when brothers Roal and Léan Boezaart founded Freedom of Movement.
The business started from a small room at the University of Stellenbosch with one leather craftsman and a traditional leather-stitching machine. The founders set out to build a proudly South African lifestyle brand based on quality, longevity, value and worth.
That original focus on leather became the foundation of the business, which has since developed into a broader lifestyle brand offering footwear, bags, clothing and accessories.
The move into Bath represents a significant shift from that early beginning, placing a brand that was built in South Africa into a new international retail environment.
From Six Stores to an International Retail Brand
Freedom of Movement’s international expansion comes after several years of growth in its home market.
Between 2019 and 2025, the group grew from six stores to 29, while its workforce increased from 30 to 170 employees.
During the same period, the company recorded compound annual growth rates of 46% in revenue and 60% in EBITDA, according to BusinessTech.
That growth provided a larger foundation from which the brand could explore opportunities beyond South Africa.
The Bath store is therefore not an isolated expansion move. It follows years of developing the business, its retail network and its product offering locally.
Freedom of Movement Enters a New Market
Opening a store in another country also brings a different set of challenges.
Freedom of Movement CEO and co-founder Roal Boezaart said the process of launching the Bath store included setbacks, a difficult store build and the challenge of navigating regulations associated with operating in a historic city.
There was also the question of how consumers in the UK would respond to a South African lifestyle brand entering their market.
According to Boezaart, the initial response to the launch was positive, giving the business encouragement as it begins this next stage.
For the brand, the opening is being positioned as an important first step rather than the conclusion of its international expansion journey.
Siya Kolisi Is Part of the FOM Story
Springbok captain Siya Kolisi is also connected to Freedom of Movement’s growth story as a minority investor in the group.
The relationship extends into the brand’s product offering through FOM x Kolisi collections, adding a sports and cultural dimension to the lifestyle brand.
Kolisi’s involvement also connects Freedom of Movement to a recognisable South African personality at a time when the company is taking its identity into an international market.
However, the Bath launch is ultimately part of a broader growth strategy involving the founders, investors, employees and other brand partners.
Investment Opens the Next Chapter
The international expansion follows VEA Capital Partners acquiring a stake in Freedom of Movement from Bellair Road earlier in 2026.
Bellair Road had invested in the business in 2019 alongside the founding team, with the objective of helping scale the company and grow an authentic South African brand.
Under VEA Capital Partners, Freedom of Movement has said it has the strategic support to pursue its next phase of growth, including international expansion.
The Bath store therefore arrives at an important point in the company’s development, combining an established South African retail operation with new investment and international ambitions.
What Freedom of Movement’s UK Move Means for the Brand
For Freedom of Movement, opening in Bath is an opportunity to test how a brand developed around South African design, manufacturing and identity connects with consumers outside its home market.
The journey from a university room in Stellenbosch to a physical store in the United Kingdom highlights how far the company has developed since 2013.
The international launch also gives the brand a new environment in which to learn, build relationships with customers and establish its presence.
For South African brands looking to grow beyond local borders, Freedom of Movement’s journey illustrates the role that strong foundations, retail growth, partnerships and investment can play in creating an international opportunity.
The Bath store may be a first step, but it marks a notable moment in Freedom of Movement’s journey from a South African start-up to a brand entering the global lifestyle market.
Freedom of Movement’s journey from a small university-based operation to an international lifestyle brand reflects the growth of African brands building strong identities in their home markets; for another story about an African brand making its mark through retail and partnerships, read More Than Shoes: How a Malawian Brand Won PEP, while BusinessTech’s report on Freedom of Movement’s international expansion provides further details on the brand’s Bath store launch, growth and investment.
