The IDEALS brand is in existence for over 100 years. IDEALS is an independent chain of cash retail clothing stores owned by the Jadwat family of Durban. Currently IDEALS have 62 stores represented mainly in Kwa-Zulu Natal, Orange Free State, Eastern KZN, Eastern Cape, Northern Cape, Mpumalanga and Gauteng.

IDEALS value proposition is based on offering fashionable quality clothing at affordable prices and providing professional and personalised customer service. We want every customer to leave our store with a smile.

Our merchandise assortment includes formal, semi formal, casual apparel and footwear for men and women, as a wide range of boys and girls apparel and footwear in selected stores. Cellular under the Vodacom brand as well as accessories forms part of the proposition.

The Jadwat family prides itself in being an employer of over 550 people. Most of its stores are managed and staffed by the previously disadvantaged. This comes from the company vision and values that speaks to a belief in people's ability to achieve and IDEALS responsibility to offer employment and opportunity for all South Africans.

The company is actively involved in Corporate Social Responsibility projects that provide basic and developmental needs in and around the areas we trade. Giving back to the community is part of the inherent culture of the organisation.

The IDEALS group carries a reputation of dealing ethically with suppliers, employees, customers, and stakeholders based on trust, honesty and integrity, thereby forging long term meaningful relationships and partnerships that are mutually beneficial.