Cape Town · Founded 2006

Two founders. Five businesses. Built to last.

Super-Brands is the group of businesses built and backed by Cuan Chelin and Mike McGrath since 2006 — South Africa's leading toy retailers and the official golf handicapping network, owned and operated through Super-Brands Holdings, and one of the country's leading online sportsbooks, in which the founders hold a significant shareholding.

See our businesses Read our story
2006
Founded in Cape Town
40+
Retail stores nationwide
156,000
Golfers handicapped through HNA
2008
Sportingbet South Africa licensed
Division 01 · Retail & Leisure

Super-Brands
Holdings.

Owned and operated. Four businesses, 40+ stores nationwide, and the official handicap for South African golf — run for the long term by founders who sit on every board.

Toy Kingdom

South Africa's leading specialist toy retailer — nationwide and online.

toykingdom.co.za →

Hamleys South Africa

The world's oldest toy shop, at home in South Africa.

hamleys.co.za →

Build-A-Bear Workshop SA

Where every bear is made with heart. International Partner of the Year, 2019.

buildabear.co.za →

Handicaps Network Africa

Official handicaps for 156,000 golfers at 525 clubs across Southern Africa, with Golf RSA since 2010.

handicaps.co.za →
Division 02 · iGaming

Sportingbet
South Africa.

Associated company. Greatodds (Pty) Ltd, trading as Sportingbet South Africa, is independently owned, licensed and operated; the founders hold a significant shareholding through their own structures.

Greatodds (Pty) Ltd t/a Sportingbet South Africa

One of South Africa's leading online sports betting providers, licensed by the Western Cape Gambling & Racing Board. Greatodds acquired its bookmaker's licence in 2008 and has held the exclusive South African licence to the Sportingbet brand since 2010; the brand is used under licence from Entain Operations Limited. Co-founded and led by Cuan Chelin as CEO. Its corporate team is based at Granger Bay Court at the V&A Waterfront in Cape Town.

sportingbet.co.za →

No persons under the age of 18 are permitted to gamble · Winners know when to stop · South African Responsible Gambling Foundation toll-free counselling line 0800 006 008

Our story

Twenty years of buying, building and backing brands.

Founded in Cape Town in 2006 by Cuan Chelin and Mike McGrath, Super-Brands has made televisions, distributed kitchenware and toy brands, licensed the world's top sports brands, dressed the Springboks, built one of the country's leading sportsbooks — and today owns the toy shops and the golf network South Africans grow up with.

2006

Founded in Cape Town

Cuan Chelin and Mike McGrath establish Super-Brands to buy, build and back consumer brands in South Africa.

2007

Made in South Africa

Manufacture and production of Sonic-brand televisions and home appliances under the My Appliances business, alongside the distribution of Pedrini kitchen utensils and Swiss Diamond cookware.

2008

GreatOdds.co.za

Greatodds.co.za is formed under Netbet CC and enters the interactive gaming industry, acquiring a bookmaker's licence and partnering with Sportingbet PLC, then Europe's largest online sportsbook, to launch GreatOdds.co.za.

2009

Focus on sports and leisure

The Group divests of the My Appliances business and its appliance brands to concentrate on the sports and leisure markets.

2009–2014

Dressing the Springboks

Distributor and licensee for Canterbury, Dunlop, Slazenger, Mizuno, Karrimor, Lonsdale and Skins — and, through Canterbury, the outfitter of the Springboks.

2010

Every handicap in the country

Handicaps Network Africa is formed with the national golf body, now Golf RSA — today serving 156,000 golfers at 525 clubs.

2010

Sportingbet South Africa

GreatOdds.co.za is renamed Sportingbet.co.za and Netbet is granted the exclusive licence to the Sportingbet brand in South Africa.

2012

Toy Kingdom

The Group acquires Toy Kingdom and sets out to build Africa's most loved toy retailer.

2013

Toy-Brands

Toy-Brands is developed as a distribution division and acquires the South African rights to international brands including Paddington Bear and Hape Toys.

2014

Sports business sold

Super-Brands sells its sports-brands business — Canterbury, Dunlop, Slazenger, Mizuno, Karrimor, Lonsdale and Skins — to a JSE-listed group.

2016

Build-A-Bear Workshop

The Group is appointed South African licensee of Build-A-Bear Workshop and takes over the existing stores; named International Partner of the Year in 2019.

2020

Hamleys

The Group is appointed South African licensee of Hamleys, the world's oldest toy shop — and now runs 40+ stores nationwide across three brands.

How we operate
01

Owner-operators

The founders sit on the board of every business they own or back, and are accountable for each of them — not a portfolio of passive stakes.

02

Partners for decades

Relationships with global brand owners, Golf RSA and our landlords are measured in decades, not lease terms.

03

Built to last

Privately owned, conservatively funded and run by its founders. We keep our promises to suppliers, landlords and staff.

Founders

Two founders, twenty years

Cuan Chelin

Cuan Chelin

Group CEO

Chartered Accountant (SA) with an MBA with Distinction from Edinburgh Business School. Previously CEO of House of Paint and a group executive at ChemSpec. Founder and CEO of Sportingbet South Africa.

Mike McGrath

Mike McGrath

Non-Executive Director

More than 25 years growing businesses from start-up to JSE listing, including MB Technologies, still one of South Africa's largest IT distributors. Founder and Managing Director of two public companies, and responsible for introducing Epson, Fujitsu, Samsung, HP/Compaq, Pastel and Seagate to South Africa. A crucial source of counsel to the Super-Brands board on brands, distribution and strategic direction.

Contact

Let's build something that lasts.

Brand-partner, property, supplier and media enquiries for the Super-Brands group. Sportingbet corporate correspondence from @s-b.co.za addresses is from Greatodds (Pty) Ltd, based at the same office.

Head office

Granger Bay Court, Suite 104
1st Floor, Block B North Wing
Beach Road, Cape Town 8001

Email
admin@s-b.co.za