In a showcase of Kenya’s growing textile and apparel trade relations with the United States Kenyan brand Vivo Fashion Group, on Tuesday launched its first American-based store in Atlanta, Georgia.
The colorful launch event was graced by H.E. President William Ruto alongside a high-level delegation including U.S. Ambassador to Kenya Meg Whitman, Atlanta Mayor Andre Dickens, Ministry of Industry, Trade and Investment Cabinet Secretary Rebecca Miano, Vivo Fashion Group’s Founder and CEO Wandia Gichuru and more.
Women-led Vivo Fashion Group is a registered limited company in Kenya, founded in 2011 and is East Africa’s largest ladies' fashion brand, with 100 per cent of its products designed and produced locally. Vivo currently has 27 stores: 23 across Kenya, two in Rwanda, one in Uganda and now one in the United States.
Vivo is a vertically integrated apparel production company, with in-house design, production, marketing, customer service and distribution capacity. It employs over 400 staff (100 per cent East African; 70 per cent women; 70 per cent under 30).
Vivo’s goal is to support, inspire and drive positive change within the African fashion ecosystem, and to share African talent, creativity, and products across the continent, as well with the rest of the world.
Speaking at the launch, H.E. President William Ruto said, “The powerful story of Vivo Fashion Group demonstrates the impact of visionary enterprise and spotlights the role of women in leadership, business and entrepreneurship. We are elated to see that Vivo has not ventured into the American market alone; it has brought along other ‘Made in Kenya’ brands. This is an African spirit where businesses find innovative ways to support each other’s advancement as we take the global stage.” The President cited the opening of Vivo’s store in Atlanta as one of many businesses that are showcasing the fruits of the ongoing U.S-Kenya trade negotiations under the Strategic Trade and Investment Partnership.
The goal of the Partnership is to increase investment; promote sustainable and inclusive economic growth; benefit workers, consumers, and businesses (including micro, small and medium-sized enterprises); and support African regional economic integration.
The opening of Vivo’s Atlanta outlet is a testament to Kenya’s textile and apparel sector’s potential to anchor the East African country’s movement into middle-income status, and to serve as a source of gainful employment for its fast-growing, young population. The sector can also increase Kenya’s global trade and advance economic diversification, serving as a springboard to advance manufacturing underpinned by the African Growth and Opportunity Act (AGOA).
The Atlanta outlet has presented an opportunity for women-led Kenyan brands Ikwetta Holdings Limited, Anjiru, Ythera, This is Essential and Soko to showcase and sell their products in-store to American consumers.
An elated Wandia Gichuru, Founder and CEO of Vivo Fashion Group said, “We want to keep expanding across the region and internationally customizing what we offer based on the market. We don’t want to assume that we as Kenyans know exactly what women in other regions would wear. We are utilizing data to ensure our clients have a sense of ownership of the brand.”
Founded by Varsheni Raghupathy, Ikwetta Holdings is a brand of high-quality leather bags and footwear handcrafted by Kenyan artisans with a focus on sustainability;
This is Essential is a female-founded brand created by Sharon Mundia with the intention of providing women with everyday basics that pair well with other items in their wardrobe; Anjiru is a versatile proudly Kenyan brand that specializes in handcrafted home décor products, kids’ toys, apparel, footwear and casual bags founded by Ciiru Waithaka;
Ythera Beauty was founded by Ann Njoroge and specializes in crafting skin, hair, body, personal and home products that care, protect, nourish; and Soko led by Shamika Lee is a people-first ethical jewelry brand built to connect artisans in Kenya with the global marketplace.
Vivo’s approach will see the company remain strong and resilient while growing a business that is diversified into regional and international markets, and one that will continue to provide access to economic opportunities for employees and suppliers.