German fashion label Hugo Boss has launched its first Kenyan store at Westgate Mall, marking a push into a market it says is being driven by demand for designer brands among the middle class.
The company said it has been present in Kenya for more than 20 years and is entering the retail space through local partner Fazal Group. It expects the outlet to draw affluent customers and expatriates.
Andreas Pfeiffer, the team leader for sales in direct markets, said Kenya is the 27th African country to host a HUGO BOSS store.
“We have started with men’s line as the anchor in Kenya as we test the market.We will introduce the ladies line and Hugo for the young trendy customers as we get to better understand the Kenyan market,” Pfeiffer said
The women’s Boss Lady line is already available in Kenya through Fazal Group and Little Red, which retail Hugo Boss products locally.
Hugo Boss, which is headquartered in Metzingen, Germany, is a market leader in the upper premium segment of the global apparel market, with a focus on premium fashion and accessories for men and women.
