A salonist attends to a client in Nairobi. Hair extensions retailer Beauty Click has launched services in Kenya. PHOTO | BILLY MUTAI
What you need to know:
Beauty Click will run its operations through an online portal where it will sell various merchandise including Indian and Peruvian human hair.
The hair extensions are priced in the range from Sh8,000 to Sh10,000 per bundle.
A Denmark-based hair extensions retailer, Beauty Click, formally launched its services in Kenya Tuesday selling human hair targeting rich and middle class consumers.
The hair company will run its operations through an online portal where it will sell various merchandise including Indian and Peruvian human hair. Prices of the products range from Sh8,000 to Sh10,000 per bundle.
Nairobi will serve as the company’s hub as it plans to enter into the Ugandan and Tanzania market in the coming months.
Jesper Drescher, Beauty Click founder, says that Kenya will be the company’s base even as they look to expand to the larger East, South and West Africa market.
“Our target market is the Sub-Saharan Africa and we are keen on countries that have a ready market, reliable logistics solutions and convenient payment systems,” he said.
The firm has partnered with hair stylists — who will also act as the its agents— to penetrate the local market. The firm had signed up more than 450 hair stylists and the number is envisaged to grow following the launch.
On signing up, partner hairstylists access Beauty Click e-shops from where they will earn a 15 per cent commission on every sale made.
The company is banking on the expanding middle class, especially modern stylish urban woman with disposable incomes.
The company also plans to ride on lack of locally available bulk human hair suppliers or companies.
Beauty Click’s entry into the Kenyan market was also inspired by the growing mobile and Internet penetration in the country, says Mr Dresche.
Currently, the number of internet users in Kenya has grown to 31.9 million in the three months to September 2015, up from 29.6 million during the previous quarter, according to the Communications Authority of Kenya (CA).
This means that more than 70 per cent of the population has access to online services.
“Kenya has experienced remarkable economic growth especially on the level of Internet penetration over the past four years and we seek to leverage on this as the company will be purely an online store,” says Drescher.
“We are creating web shops for partner hairstylists to enhance digital space marketing.”
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