Siya Kolisi-Backed SA Brand FOM Opens First International Store in Bath, UK
- A South African lifestyle brand with Siya Kolisi among its investors has reached a major new milestone overseas
- The company’s latest move comes after years of rapid growth and a significant expansion of its retail footprint
- Its founders are now looking beyond South Africa as the brand tests itself in a completely new market
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A South African lifestyle brand backed by Springbok captain Siya Kolisi has officially entered the United Kingdom, opening its first international store in Bath.
Freedom of Movement (FOM), which specialises in premium leather footwear, bags and accessories, has established a physical presence in the historic English city as part of its international growth strategy.
The launch marks a significant change for a business that began in South Africa more than a decade ago.
FOM CEO and co-founder Roal Boezaart said the moment was difficult to imagine when the company was starting out.
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“When we started FOM in South Africa, I could never have imagined that one day we would be opening a store on the other side of the world,” Boezaart said, according to BusinessTech.
The company’s own UK website now lists its leather footwear, bags and accessories for British customers, confirming the brand’s move into the market.
FOM also shared photos of its UK store on Instagram.
From Stellenbosch beginnings to global ambitions
Brothers Roal and Léan Boezaart established FOM in 2013, initially operating from a small space at Stellenbosch University.
The founders built the brand around South African identity and leather craftsmanship before expanding into a broader lifestyle business.
The company’s growth accelerated significantly after Bellair Road invested in the business in 2019. By 2025, FOM had grown from six stores to 29, while its workforce increased from 30 to 170, according to BusinessTech.
Siya Kolisi partnership adds another dimension
Kolisi’s involvement goes beyond his minority investment. FOM has developed a dedicated FOM x Kolisi collection, with the partnership also linked to community initiatives. The brand says the collaboration helped fund a sports facility in Zwide.
Earlier in 2026, VEA Capital Partners acquired a stake in FOM from Bellair Road, providing additional backing for the company’s next phase of expansion.
Boezaart acknowledged that entering Britain had presented challenges, but said the response had strengthened his belief in the brand’s international potential.
“I truly believe there is no reason why a South African brand can’t stand alongside international brands on the world stage,” he said.
The Bath store therefore represents more than another retail outlet. It is FOM’s first test of its South African brand identity in an overseas market.
Siya Kolisi’s emotional moment after Springboks victory
Briefly News previously reported that Siya Kolisi was at the centre of another memorable moment after the Springboks’ victory over the All Blacks in Baltimore.
The captain broke into a traditional gwijo during a post-match interview, adding a distinctly South African celebration to a historic night for the Springboks. The moment quickly attracted attention online.
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Source: Briefly News
