Create
We identify product and market opportunities, then shape new consumer brands from first principles.
Ballito · South Africa
Building ecommerce brands from the ground up.
Converting Media Group is a South African holding company that creates, owns and grows consumer ecommerce brands from concept to scale.
Explore↓What we do
We build brands.
Not just websites.
We identify product opportunities, develop brands internally, build the ecommerce infrastructure and invest our own resources into launching and growing them.
Build
Product development, positioning, ecommerce infrastructure and operations are built inside the group.
Invest
We deploy our own capital, systems and operating expertise into the brands we create.
Grow
We build for durable consumer relevance, disciplined execution and long-term ownership.
The model
From idea to
operating company.
Our model allows us to identify opportunities, build brands from scratch, retain ownership, and grow those businesses using shared infrastructure, expertise and capital across the group.
Opportunity
Identify a viable consumer need or category gap.
Product
Develop the right offer and commercial foundation.
Brand
Create a distinct position, identity and experience.
Launch
Bring the brand to market through ecommerce.
Growth
Refine the product, marketing and operation.
Scale
Expand products, channels and market reach.
Why CMG
A repeatable ecommerce operating platform.
Shared expertise
Brand building, product development, ecommerce, creative, paid media and operations are developed within the group.
Capital efficiency
Infrastructure and practical learning can be reused and adapted as new brands are launched.
Direct relationships
Ecommerce sits at the core, giving each brand a direct connection to its customers.
Portfolio thinking
Independent consumer brands are built under one patient, long-term holding company structure.
Early proof
Built, launched and operated in-house.
Purepop demonstrates the model in action: a consumer concept taken from an initial product run to a nationally distributed ecommerce brand.
first product run
to date
reviews
across South Africa
Our brands
Portfolio
Purepop is a South African consumer lifestyle brand focused on colourful, functional drinkware and everyday products designed to brighten daily routines.
Visit purepop.co.za ↗
Built in
South Africa.
Based on KwaZulu-Natal's North Coast, CMG develops, launches and grows its portfolio of ecommerce brands from South Africa.
BallitoSouth Africa
How we build
A disciplined approach to brand building.
One integrated operating process, from the first product thesis through to sustained growth.
Identify
Consumer needs, product gaps and market opportunities.
Develop
Sourcing, testing, positioning and commercial planning.
Brand
Naming, identity, customer experience and creative direction.
Launch
Direct-to-consumer rollout, performance marketing and acquisition.
Optimise
Products, conversion, operations and customer retention.
Scale
Range, channels, partnerships and market reach.
Group vision
One group.
Multiple consumer brands.
Our long-term objective is to build a portfolio of independently recognised consumer brands, supported by shared ecommerce infrastructure, expertise and capital.
Purepop is the first expression of that vision — not the final one.
Founder · OperatorFounder
Kevin Drew
Founder, Converting Media Group
Kevin's background is in ecommerce, brand building and digital growth. Through CMG, he focuses on building consumer brands from the ground up by combining product development, ecommerce execution and long-term operating discipline.
Start a conversation
Building the next generation of ecommerce brands.
For investment discussions, strategic partnerships or general enquiries, get in touch with Converting Media Group.
kevin@convertingmediagroup.com ↗Ballito · KwaZulu-Natal · South Africa