The Pierre Cardin store opened with a local franchisee is among the few monobrand shops in Kenya as global fashion brands make a beeline for Nairobi’s wealthy and middle-class shoppers.
To sell Pierre Cardin clothing and accessories, franchisees must stock the latest season collection.
The French designer famously known for his avant-garde style also has socks, belts and women shoes.
On the ground floor of Two Rivers Mall in Nairobi, there is a little corner that is home to perfect fits, high-quality workmanship and a combination of classic elegance and modern refinement. It is a Pierre Cardin store that does not look any different from those in Europe.
“Here, you get the exquisite luxury feel you would experience in any international Pierre Cardin store in the world,” says Jalal U-Din Mohamed, the general manager.
The Pierre Cardin store opened with a local franchisee is among the few monobrand shops in Kenya as global fashion brands make a beeline for Nairobi’s wealthy and middle-class shoppers.
“Pierre Cardin is a well-known brand. We offer the young men who are looking for something stylish suits that are made from classy fabrics that retain their fit and ensure maximum wearing comfort,” he says.
A Pierre Cardin suit ranges from Sh30,000 while polo shirts sell from Sh4,000. In a market full of fake designer clothes, Mohamed says it is easy to find if a Pierre Cardin attire is original.
To sell Pierre Cardin clothing and accessories, franchisees must stock the latest season collection. PHOTOS | DIANA NGILA | NMG
“Each product has a hologram sticker of authenticity, a logo stitching can be faked but a hologram sticker cannot,” he says.
The Pierre Cardin store was opened two months ago and Mohamed says it is doing fairly well.
“The location is accessible to many shoppers. We have not had a launch yet and already we have seen ambassadors and government ministers walking in to buy the latest Pierre Cardin suit,” he says.
To sell Pierre Cardin clothing and accessories, franchisees must stock the latest season collection.
“One of the requirements of keeping this place open is that we do not sell anything that is out of season. But it is one of the advantages of shopping in a mono-brand store,” he says.
Everything that is from the last season is kept in a store and sold during the end of year sale, says Mohamed.
“That is actually one of the reasons why Kenyans would travel to Dubai just to shop for the in season products and now they do not have to do that,” he says.
The store is divided into two sections. There is the men’s and women’s wear and the luxurious homeware section. It sells scarves and has a whole section just for ties.
The French designer famously known for his avant-garde style also has socks, belts and women shoes. The 94-year-old Cardin studied architecture, ventured into fashion and worked with Dior before starting his own fashion house in 1951.
Over the years, he has churned out flawless tailoring and experimented with bold designs. Pierre Cardin furniture has been known to ‘look as though it has extruded from a space ship.’
For instance, the haute couture signature spiky shoes and chunky symmetrical heels are found at the far end of the Nairobi shop. The homeware section, Mohamed says, attracts most shoppers.
“People are always buying something from this section, it is the most popular in the store,” says the store’s general manager.
They sell from carpets to dinner sets that cost Sh100,000 to tea sets that sell for a fraction of that. Tupperware, lamp shades, flower vases and wall clocks take centre stage at the store. The store also has Pierre Cardin beddings.
Pierre Cardin homeware. PHOTO | DIANA NGILA | NMG
The homes section, however, is not limited to Pierre Cardin products and the owners have hand-picked Turkish handmade carpets among other goods which Mohamed says also sell well.
“Pierre Cardin products are sought-after and so the imported goods also have to meet a certain standard before we can bring them here,” he says.
To court new buyers, Mohamed says they entice regular shoppers with vouchers worth Sh2,000 to Sh10,000. “That is not a lot of money when you end up with a loyal customer who is willing to spend his money on our suits,” he says.
