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“At Bata South Africa, our people aren’t just part of the business – they are the business,” says Country Manager Lorraine Dyer. “They’re the heartbeat, the driving force and the reason we grow.”
It’s a philosophy that shapes how Dyer leads: with empathy, intention and a deep belief in the power of people.
“You can’t lead with an iron fist,” she tells The CEO Magazine. “If people aren’t happy, heard or inspired, nothing moves forward. Leadership is about creating an environment where people can truly thrive.”
Dyer speaks from experience. With over 20 years in the fashion and retail industry, her leadership journey has taken her across continents and iconic brands, from Woolworths and Cotton On to Calvin Klein, Converse and Chanel.
“Chanel is an incredible brand – elegant, confident and clear about its identity,” she reflects. “But after nearly six years, I found myself asking a deeper question: ‘What does success really mean to me? What kind of legacy do I want to leave?’”
That moment of reflection led her to Bata – a company where purpose and people come first and where leadership is measured not just by results, but also by the lives it touches.
Founded in 1894, the Bata brand originated from modest beginnings in Czechoslovakia. What began as a family business has evolved into a prominent global brand, boasting a portfolio of over 20 brands and labels. The concept of ‘glocal’, referring to a globally recognized brand that maintains local relevance, aptly describes this powerhouse in the footwear industry.
Dyer, thrilled to apply her expertise from the luxury sector, embraced the opportunity to be part of this remarkable brand. Notably, she is the first female to step into the role of Country Manager.
“I feel a deep sense of pride knowing that we provide school shoes for the majority of South African children across all income brackets,” she reveals. “The corporate social initiatives we undertake here are truly outstanding.”
Dyer is a seasoned professional with expertise across multiple fields. Reflecting on her career journey, she recounts her evolution from a technical expert to a multifaceted leader in operational and general management.
“In my experience mentoring others, I consistently encourage my mentees to expand their horizons and embrace challenges outside their comfort zones,” she explains.
“This approach not only fosters personal growth but ultimately leads to greater success in the long run.”
“Success to me is not only achieving at work, but also having a balanced life.”
Dyer adds that in her personal experience, it’s also essential to take advantage of those opportunities earlier rather than later.
“I find that once you get married and have children, your liability becomes higher, so you’re less likely to take chances,” she notes.
“Fortunately, I got married and had my one little angel quite late in life, so I gave myself a good 20 years to really experiment, travel and take on new roles without feeling that anxiety of having to raise a child.
“But it is the best thing I’ve ever done – success to me is not only achieving at work, but also having a balanced life.”
In just a few short months, Dyer has brought fresh energy and bold leadership to Bata South Africa and the results speak volumes.
“We didn’t just hit our budget – we stretched beyond it,” she says with a smile. “Africa has truly delivered, and I’m incredibly proud of the team.”
The company’s footprint runs deep across generations, with cherished brands like Toughees – a school shoe icon for over 70 years – the ever-popular Tomy Takkies and the Power performance sneakers. Bata caters to a wide range of consumers, all the way from childhood to adulthood.
But while some are firm household names in South Africa, others still fly a little more under the radar, something Dyer hopes to change as soon as possible.
“My objective is to really bring these brands to light, find great partners to build the brand story and to expand on what I believe are excellent products,” she says. “What they need is not to be the world’s best-kept secret anymore.”
Dyer believes strongly in the value Bata South Africa brings to the market, particularly when it comes to quality.
“We know who we are,” she points out. “We offer well-made, branded products backed by trusted quality and solid technology, and that’s where we continue to focus our efforts.”
As a global brand driven by ethics first and foremost, Bata appreciates that it has a responsibility to not only adhere to but also exceed sustainability requirements.
“Our head office is based in Switzerland, so we are in the process of measuring our entire carbon footprint,” Dyer explains. “We’re changing to solar and are soon becoming paperless in our office. The two tanneries that we use have achieved a silver status accreditation, which is only achieved by two percent of tanneries in South Africa. So we’re very proud to be associated with our suppliers.”
“Our head office is based in Switzerland, so we are in the process of measuring our entire carbon footprint.”
Indeed, strong and secure partnerships are vital for the company’s operations, with five key suppliers, including SOP Trading and Divine Shoes, making the components of its shoes.
“We supply them with all the materials, we assist them with their margins and constantly review their business in order to help make it a success,” Dyer says.
“All suppliers that we use, we keep very close. We believe the fewer suppliers, the better the relationships and the stronger the bonds, which means better quality, because it’s non-negotiable. We have really long-serving relationships.”
Dyer adds that this same mentality applies to within the Bata team as well, which is reflected in its impressive staff retention numbers.
“I was actually shocked when I saw how many people have been with the business for 10, 20, 25 years,” she reveals. “We had a retiree who was with us for 45 years! Long-lasting, really solid relationships, which is something you could argue you don’t see a lot today.”
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