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This has been an assured first year for Brian Joffe’s new vehicle, raising some loot, listing on the JSE, assembling a team and accumulating some assets. The group is concentrating on leisure and lifestyle businesses, and has picked up investments in its three divisional structures of sport and recreation, personal care and wellness, and beverages. Now the challenge is to leverage off the foundations it has laid, extending products and services, expanding geographically and making acquisitions. Sport and recreation encompasses Sportsmans Warehouse, Outdoor Warehouse and Performance Brands — solid businesses that provide the company with scale. In its other divisions, Long4Life has acquired Sorbet, Inhle Beverages and Chill Beverages. The emphasis is on decentralised operations and management responsibility, backed by strategic and financial support from the centre. It’s an approach that’s worked before, and it should give the operations what they need to thrive.The company has also ...

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