To  achieve and sustain the status of a dynamic, world class company.

To enhance our image as fashion leaders in Zimbabwe.

To maintain our reputation as a household word in Zimbabwe.

To  maintain our customers as our central focus by manufacturing, exporting, procuring and retailing quality merchandise to fully meet their needs.

To sustain secure and profitable growth for our shareholders whilst recognising our role in society as employer, innovator, producer, marketer, foreign exchange earner and taxpayer.

To dedicate ourselves to zero defect and to the optimum utilisation of all our resources.

To add value to every facet of our operations in order to maximise stakeholder wealth.

To maintain the highest standards of integrity in all our dealings.