Lorraine Dyer: Leading Bata South Africa with Purpose and Impact

Introduction

Lorraine Dyer serves as the managing director of Bata South Africa, a division of the globally recognised Bata multinational, renowned for its commitment to quality footwear and positive community impact. Bata currently operates in nearly 70 countries and boasts approximately 5,800 stores worldwide. The South African branch is substantial and deeply entrenched in local communities. Lorraine highlights the strength of their workforce: “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.”

Scale and Influence in South Africa

Bata South Africa manufactures around 6.5 million pairs of shoes annually. Lorraine expresses genuine pride in the company’s influence, saying, “It’s been going really well,” with a smile. For Lorraine, the driving force behind her leadership is the human element 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 population, putting school shoes on the feet of children. That’s really phenomenal.”

Although Bata has operated in South Africa for over 70 years, many locals remain unaware of its multinational status. The Toughees brand is especially well known throughout the country, but Bata also offers other brands: Bata Comfit for comfortable men’s and ladies’ footwear, Bubblegummers for children, Bata Industrials for safety footwear, and sneaker brands such as Tomy Takkies and Power.

A Career Shaped by Diverse Experience

Lorraine’s professional journey blends technical skill with business acumen. “I actually started off as an industrial engineer with Woolworths, very technical,” she recalls. After relocating to New Zealand, she found her passion for retail, which set her on a new trajectory. Her career has spanned multiple continents and sectors: “I was asked to bring the Cotton On brand to South Africa from Australia, and we launched the first 50 stores here,” she recounts. Lorraine then managed Converse and Nike for six years before moving into luxury with Chanel, where she gained valuable insight into customer service. “And now, at Bata, I’m able to combine that with the purpose of serving our communities.”

Business Growth and Workplace Culture

Under Lorraine’s leadership, Bata South Africa has achieved measurable success. “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,” she notes. However, Lorraine’s greatest source of pride is the transformation of the company culture. “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.”

This positive environment has enabled Bata to secure a noteworthy share of the school shoe market, reflecting both the quality of their products and the trust of consumers. Lorraine acknowledges the challenges inherent in managing a large manufacturing and retail business, including issues such as economic instability, import and export complications, and port delays. “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.”

Empowering Communities

Lorraine’s passion extends beyond business metrics to the welfare of Bata’s employees. “We employ over 60 percent women within our business, which is really inspiring,” she states. In the factory, the Toughees production line is staffed by 92 percent women, a dynamic that positively affects the wider community. The presence of Bata in Loskop, Drakensberg, 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.”

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

Advice and Personal Balance

Lorraine offers advice to younger women: “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.”

Despite her demanding role, Lorraine maintains a balanced lifestyle. She credits her mother for support, particularly in caring for her son. “I make sure that when I get home, work is at work. I focus on spending quality time with him.” Lorraine prioritises her well-being through exercise, golf, and equestrian activities, which help her manage stress and stay healthy. Looking to the future, she is enthusiastic: “We want to continue with the momentum that the business is on, to serve our communities and uplift women within our business.”