About us

Our Story

Alchemy is a high end activewear, athleisure and lounge wear boutique.

We had a dream to bring some of the worlds most exclusive active brands to South Africa, and create a unique store concept that could easily live on any of the famous high streets in the world.

We curate collections to take you from studio to street in style. We believe you can be comfortable and effortlessly stylish at the same time.

We believe in promoting a “Buy less, Buy better” culture. This is top of mind when selecting the highest quality and and most dreamy fabrics that we can find, because we know these will become your favourite and most essential pieces in your wardrobe.

1 May 2019

THE BEGINNING

  • Alchemy Lifestyle & Athleisure and Concept Store opens
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June 2019

In-store movementMOVING ALONG

  • We host the first of many in-store movement classes
September 2019

LADIES NIGHT

  • We host our first Ladies night in store with Sexologist Catriona Boffard
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December 2019

Varley LaunchNEW BRAND LAUNCH

  • Launch Beyond Yoga
  • Launch Varley
February 2020

ALCHEMY RELAUNCH

  • We re-launch Alchemy as a focused Active & Athleisure multi-brand concept
  • We launch Alchemy Online store expanding our customer base nationally
May 2020

ANNIVERSARY

  • We celebrate our 1 year anniversary with a virtual fitness event
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March 2021

Sweaty BettyNEW BRAND LAUNCH

  • Launch Sweaty Betty
April 2022

SITE REBUILD

  • We rebuild and launch our new website