In the end, Naspers’ Takealot owned the online fashion retailer Superbalist for exactly a decade. It acquired the business in August 2014, and it was disposed of with effect from September 1 2024. Originally, it operated independently. Over time, more and more functions were centralised – stuff like payroll, finance, HR – and it became ever more integrated into the broader group.

In recent years, the company ran all major promotions such as its Ultimate Checkout (birthday) and Blue Dot Sale (Black Friday) across all three brands: Takealot, Superbalist and Mr D. It benefited greatly from the scale afforded by an integrated marketing campaign, with the group haloing specific offers from each of the business units across the promotions. However, this has faded in recent years.