Monday, 19 June 2017

Adidas Opens Doors in Mombasa County

Adidas franchise holder in Kenya, Deacons East Africa Plc, have opened their 4th Adidas store in Mombasa county at the City Mall in Nyali. The new store, opened by Deacons East Africa Plc CEO, is part of the company’s strategic expansion plan to open more Adidas stores across the country.

Speaking at the opening ceremony, Deacons East Africa Plc CEO, Mr. Wahome Muchiri, said that the new store would go a long way in creating new business opportunities and market its products in the regional areas, as the company sets to open more stores out of Nairobi to serve the growing demand for international brands in the country. 

“The fashion industry in Kenya is growing exponentially with international brands tapping into numerous opportunities offered in the market.  As such we are targeting to fill this market gap by opening more Adidas stores in more cities,” said Mr. Muchiri. 

He noted the growth in disposable income in the county has contributed to demand for international franchises and brands. Mombasa town has a large urban population who constitute 26.9% of the county’s total urban population.
“This emergent trend is mostly encouraged by the growth in gross indispensable income and the increasing taste of international brands by the high and middle class group in Kenya,” added Muchiri.

Mombasa County’s strategic placement makes it a popular tourist site, which is characterized by high traffic from local and international travelers. It also comprises of a large number of youth who constitute 37% of the county’s population and are amongst our major target consumers at Adidas. 

We strategically chose Mombasa County as it is one of the largest Counties in Kenya and the fastest growing economic hub in the Coastal region. We are similarly targeting the high traffic of travelers that come to have their vacation in Mombasa and the Coastal region,” he said. 

The new outlet is expected to contribute to the growth of the County’s economy through employment of local residents.

Mr. Muchiri further added that the Mombasa store will offer the same high quality service and variety of Adidas apparel to its customers, stating that extreme measures have been taken to ensure the quality of service is of the highest standard.

Local residents were delighted with the opening of the store, with one resident sighting that there no longer exists a need to travel to Nairobi to get Adidas clothing and shoes.

Resident said: “We have been enjoying the stores in Nairobi while desiring our own outlets here in Mombasa. I can speak for many people and say we are all delighted with the new Adidas store that has now made it easier to access the quality sporting gear and shoes offered by Adidas.” 

Deacons promises lifestyle solutions to its customers in East Africa through its; fashion brands: 4u2, Angelo, Mr. Price, Truworths, Babyshop, Bossini,
sports & fitness brands: Adidas, Reebok, Life Fitness and home brand: Mr. Price Home.