From Garage Startup to Industry Leader: How ORMS Built Three Decades of Trust

Building a business that lasts three decades requires more than surviving market changes. It requires the ability to evolve, understand customers and maintain the relationships that turn first-time buyers into lifelong supporters.

For South African photographic, printing and framing specialist ORMS, that journey began in a garage and has grown into one of the country’s recognised creative retail destinations.

Founded in 1996 by photographer Mike Ormrod, ORMS started from a passion for photography and a desire to create a space where creatives could access equipment, expertise and support. After beginning as a small operation, the business expanded into multiple stores across Cape Town, Bellville and Somerset West, alongside a photography school, specialist printing services and a national e-commerce platform.

The company’s 30-year milestone reflects a broader story about the resilience of independent businesses in South Africa, where long-term success is often built through community connection rather than scale alone.

While technology and consumer behaviour have transformed the photography industry, ORMS’ leadership believes its strongest advantage has remained consistent: relationships.

Jason Ormrod, Managing Director of ORMS and son of founder Mike Ormrod, says the business has focused on creating long-term connections with customers rather than simply selling products.

“It’s about creating lifetime relationships with our clients,” he says, noting that many customers have returned to ORMS for decades, from purchasing their first camera to developing their earliest photographs.

That focus on customer experience has helped the company navigate major shifts within the industry, including the transition from analogue photography to digital technology.

Cape Town photographer Dave Southwood, whose work has been featured internationally, says founder Mike Ormrod’s ability to create a welcoming environment has been central to the company’s longevity.

He highlights Ormrod’s combination of business knowledge and personal approach as key reasons ORMS has continued growing in a competitive market.

Photography has changed dramatically over the past three decades, with digital cameras, smartphones and online shopping reshaping how consumers engage with the industry.

Rather than resisting these changes, ORMS expanded its offering to meet new customer needs. The business moved beyond traditional camera retail into areas including equipment rentals, repairs, photography training, video education and professional printing.

According to Jason Ormrod, adapting to change while maintaining expertise has been critical.

The company says its team has more than 1 300 years of combined experience, with many employees having spent more than 15 years within the business, creating a level of technical knowledge and continuity for customers.

The rise of e-commerce has also changed how people shop, but ORMS has continued balancing digital convenience with physical interaction.

“In a world increasingly driven by e-commerce and automation, personal connection has become even more important to us,” says Ormrod.

For the company, photography remains a personal and creative pursuit, where guidance and conversations still play an important role beyond what an online transaction can provide.

Beyond retail, ORMS has positioned itself as a supporter of the broader photography and creative industry.

Through the ORMS Cape Town School of Photography, the company has created opportunities for aspiring photographers through education, workshops and mentorship programmes.

The business also hosts exhibitions, competitions and community initiatives aimed at giving emerging creatives greater exposure.

This focus on building a creative ecosystem has become part of ORMS’ identity, allowing the company to remain connected to photographers at every stage of their journey.

As ORMS reaches its 30th year, the company’s focus is less on the milestone itself and more on the people who contributed to the journey.

From its original garage beginnings to becoming a multi-location creative retailer, the company’s growth reflects the importance of adaptability, trust and community in building a lasting South African business.

“We feel undeniably proud, but we’re more focused on using this time to thank the people, our customers and our team, who helped build the business,” says Ormrod.

Three decades after opening its doors, ORMS’ story highlights a simple business lesson: while products and technology may change, the relationships built around them remain one of the strongest foundations for long-term success.