Lorraine Dyer

Lorraine Dyer is the managing director for Bata South Africa, part of a multinational company that has become synonymous with quality footwear and community commitment. Bata operates in almost 70 countries now and has about 5,800 stores globally. In South Africa, its operations are both large and deeply rooted. Lorraine explains, “We have a factory in Loskop, Drakensberg that employs about 420 people. Then we have a distribution centre where we employ 60 people, and in our head office in La Lucia, we have around 82 people. It’s a strong team of employees.”

Bata South Africa produces approximately 6.5 million pairs of shoes each year. Her tone reflects genuine pride as she discusses the company’s impact. “It’s been going really well,” she says with a smile. Beyond the numbers, what drives Lorraine is the human side of the business. “What really persuaded me to join the group was the work that they do for communities, that you’re actually servicing a large part of the opulation, putting school shoes on the feet of children. That’s really phenomenal.”

Bata has been operating in South Africa for over 70 years, yet many South Africans don’t realise it’s a multinational. The Toughees brand is well known throughout the country. However, the company has other brands such as Bata Comfit, known for its ladies’ and men’s comfort shoes, Bubblegummers for children, Bata Industrials safety footwear, as well as sneaker brands like Tomy Takkies and Power.

A JOURNEY OF IMPACT
Lorraine’s career has been defined by a blend of technical expertise and business intuition. “I actually started off as an industrial engineer with Woolworths, very technical,” she says. “I then moved to New Zealand and I fell into retail and loved it. My journey took a different turn then, but it was all for the good.”

That journey took her across continents and industries. “I was asked to bring the Cotton On brand to South
Africa from Australia, and we launched the first 50 stores here,” she recalls. “I did Converse and Nike for six years as general manager. After that, I had the opportunity to go into fragrances and beauty with Chanel. And then Bata came knocking.” As Lorraine puts it, “Each one of these experiences has taught me something different. What I loved about Chanel was that it taught me what true customer service is all about,” she reflects. “And now, at Bata, I’m able to combine that with the purpose of serving our communities.”

Her impact at Bata has been both measurable and meaningful. “If you look at the numbers only, we’ve seen
strong double-digit growth, which is significant for Bata globally and for the Africa region,” Lorraine says. “But I’m most proud of the culture that we’ve managed to change within the business, making sure that people are happy, that they love the brands and love their jobs. I believe that people are most productive when they are in a happy space. We’ve made sure we have the right people in the right seats and that they’re motivated,” she notes.

That approach has helped Bata gain an impressive share in the school shoe category, a testament to both product quality and consumer trust. Lorraine acknowledges that running a large menu facturing and retail business in today’s economy is not without challenges. “Economic stability, import and export difficulties, and port delays all affect operations,” she says. “Consumers have less to spend, but what we love about South Africans is that they value quality. They will choose the better product, which is something for
which we are known.”

BUILDING COMMUNITIES
Beyond business results, Lorraine’s passion lies in the people Bata employs. “We employ over 60 percent
women within our business, which is really inspiring,” she shares proudly. “In our factory, the Toughees production line employs 92 percent women. That really has a great impact on the greater community. The company’s presence in the Drakensberg region has been transformative. “When you drive through the Loskop community, people live in brick houses, not shacks. That really shows the impact that the Bata factory, which is the only factory in the area, has had over the years. When you uplift women, the family is uplifted, children prosper, and that’s really important to us.”

Through the Bata Children’s Programme, the company supports education and upliftment initiatives for
underprivileged children. “Each sale of Tomy Takkies also contributes a percentage to women’s enrichment
programmes,” Lorraine explains. “There’s a lot of giving back, and that’s something I’ve always dreamed of
being part of.”

Lorraine commented, “The advice I’d give younger women is to believe that you can achieve your dreams.
It is still a male-dominated world, but you can make an impact. Be prepared and understand that you are unique, and that is an asset in any situation, especially in business. Don’t be afraid to let your voice be heard.”

BALANCING LIFE AND LOOKING AHEAD
Despite her role, Lorraine maintains a consistent sense of balance. “I have a lot of support,” she says. “My mother is my rock. She helps take care of my son, and I make sure that when I get home, work is at work. I focus on spending quality time with him.”

For Lorraine, personal well-being is essential. “I find balance by making sure that I’m healthy and fit. I go to the gym, I play golf, and I’m a keen equestrian. I have a horse that we’re training for dressage, so I have a lot of activities that keep my mind healthy and help me de-stress from work.” Looking ahead, she is excited about Bata’s future. “We want to continue with the momentum that the business is on, to serve our communities and uplift women within our business."