The CMF GROUP

• Online Merchandising & Marketplaces
• Business-to-Business Distribution
• Direct-to-Consumer Retail
  

CMF Group buys, owns, and manages stock on behalf of brands across online marketplaces — combining capital commitment with structured merchandising and brand protection.

What we do

• Purchase and own marketplace stock
  
• End-to-end marketplace operations and execution
  
• Listing optimisation, content enrichment, and conversion improvement
  
• Pricing governance and brand protection
  
• Forecast-driven stock planning and in-stock performance
  
• Returns management and customer issue resolution
  
• Performance analytics across sales, margin, availability, and returns

We distribute branded products into the B2B market with a focus on scale, reliability, and long-term partner relationships — not opportunistic selling.

Our approach

• Wholesale and trade distribution across key categories
  
• Corporate procurement and contract supply
  
• Forecast-driven stock planning and volume execution
  
• Controlled pricing to protect brand and partner margins
  
• Professional account management and fulfilment

TrueTech.co.za is CMF Group’s in-house retail platform, allowing us to sell directly to consumers while controlling brand presentation, pricing, and customer experience.

What this enables

• Direct-to-consumer sales through an owned channel
  
• Full control over pricing, promotions, and brand presentation
  
• Rich product content, education, and storytelling
  
• Customer service, fulfilment, and returns management
  
• First-party data and consumer insights
  
• A testing ground for pricing, content, and demand signals