DEACONS SET TO LAUNCH THEIR NEW BRAND ‘BOSSINI’ THIS SATURDAY

East Africa’s lifestyle retailer Deacons Kenya Limited (DKL) will this week open its 10th brand in the market.

The new brand, Bossini headquartered in Hong Kong will be in two locations within Nairobi (Yaya Center and Village Market).
Commenting on the new product offering, DKL Chief Executive Officer Muchiri Wahome, said, “DKL has an exclusive distribution agreement for the East African territory with the Bossini brand. Bossini is a contemporary casual fashion brand in the sense that it provides everyday basics with modern styling that caters to ladies, men’s and kids clothing and targets the middle to upper middle segments of the market.”
The new brand has increased DKL stores to 33 in total. In 2010, DKL had only 21 stores and intends to have 50 stores by the end of 2015. This year DKL opened four stores at the Thika Road Mall.
Mr Muchiri further said, “Deacons has invested approximately invested USD1 Million in the two Bossini stores at the Village Market and Yaya Center.”

These new stores will provide shopping convenience to the current customers who live around Nairobi while tapping into a new market with the local and international brands that Deacons has to offer.
The CEO explained that the drive to expand to Asia brand was informed by market needs globalization.
“The Bossini brand appeals to mass customers with colorful and contemporary designs. While Bossini has a large selection of styles in ladies, men’s and Kidswear, DKL is cognizant of local customer tastes, preferences, weather conditions etc in selecting the product to be sold in the local market. The expansion strategy is in line with the growing middle class as reflected by the growth of store footprint and the locations the growth is occurring especially, Thika Road Mall where we have experienced an increase in the recruitment of new customers within the middle class segment,” Muchiri said.