Shoemaker and retailer Bata Kenya is set to refurbish 85 of its stores in a strategy aimed at consolidating market share.
"We are modernising our existing stores with the latest retail technology to improve our customer shopping experience. The stores have been sectioned with the introduced variety and every kind of product has been put in its place for easy shopping," said Bata Managing Director Benson Okumu.
Mr Okumu said Bata will use franchises to grow its distribution network in the country.
"We will open more stores in key urban and semi-urban areas with franchises to secure customers in different regions of Kenya."
"These strategic partnerships are integral to our growth and will enhance our presence in these important spaces and also bring local market knowledge ensuring that our growth is both strategic and sustainable."
The company is set to achieve more than the predicted fifteen percent growth by the end of next year powered by its expansion drive as it establishes its presence across the country.
Having been in the country for decades, Bata shoes are ingrained in the larger Kenyan heritage. They have grown and taken a multi-faceted approach to their expansion, building the Bata brand equity in Kenya.
The footwear brand in their market strategy has grown to include non-footwear products as their consumer puller. Some of their complimentary accessories to its products are handbags, belts and wallets.
As a result, the Kenyan footwear market is struggling to make its mark in a competitive marketplace.
‘The competition is there but everybody has their share of the market. We have been very resilient over the years and witnessed competition come in but the fact that we embrace quality, durability, style and comfort has enhanced our continuous growth,’ Mr Okumu said.
