Germany luxury apparel brand Hugo Boss has entered the Kenyan market as it moves to tap the growing demand for designer fashion brands among the middle class population.
The company, which has had a presence in the Kenyan market for over 20 years, has opened its first store at Westgate Mall, through the local partner Fazal Group, where they expect to attract more affluent customers and expatriates.
Mr Andreas Pfeiffer, the team leader for sales in direct markets, says 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,” Mr Pfeiffer said.
Its women line, Boss Lady, is already in the Kenyan market through its local partners, Fazal Group and Little Red, which retail HUGO BOSS brands locally.
HUGO BOSS, headquartered in Metzingen, Germany, is one of the market leaders in the upper premium segment of the global apparel market, focusing on premium fashion and accessories for men and women.