In its quest to grow its visibility in Africa, it has opened nine shops in the continent and plans to set up more in Cameroon, Côte d’Ivoire, and Senegal by next year.
Kenyan shoppers, however, can already buy Lacoste products directly from its first mono-brand shop in Nairobi’s Westgate Mall.
Lacoste Westgate is also looking to tap the young shoppers with new money.
That Lacoste, a French sportswear company famous for its alligator logo, is one of the great preppy brands of all time is not in doubt.
In its quest to grow its visibility in Africa, it has opened nine shops in the continent and plans to set up more in Cameroon, Côte d’Ivoire, and Senegal by next year.
Kenyan shoppers, however, can already buy Lacoste products directly from its first mono-brand shop in Nairobi’s Westgate Mall.
Ali Amersi, the store director says his shop is one the few in East Africa that stocks a single brand and so far the business is doing well despite Westgate Mall lacking a supermarket that increases flow of impulse buyers.
‘‘Kenya was chosen because it has the strongest market in East Africa. There are a few mono-brands in East Africa and the reason why we are able to meet our target is because we have variety from children to men and women merchandise,” says Mr Amersi.
The French brand also stocks sports clothing. A range of colourful handbags also pop from the display.
‘‘You cannot find our products in online platforms because we have monopoly,” he says.
Mr Amersi adds that most of his customers are people who love the brand and walk in already knowing what they are looking for.
“We do not have many impulse buyers coming in because the mall has no supermarkets. However, the loyal Lacoste buyers come to shop,” he says.
Struggling Nakumatt Supermarket, which was a strong anchor tenant in the mall closed its branch last October, denying most shop owners in the building the luxury of having the high traffic of shoppers who could make impulsive purchases.
“Foot flow is key and we are doing well considering that for every 10 clients who walk in we sell to five. I think by August when a supermarket comes in we will have more walk-ins which means more sales,” he says.
Lacoste Westgate is also looking to tap the young shoppers with new money.
“We have done fashion shows and we will continue to do so. We are also planning golf tournaments to attract the people who do not know much about the brand but can afford it,” he says.
At the Lacoste store, the green crocodile is imprinted on most of the clothes and shoes while gold crocodile logos appear on the handbags.
The iconic L.12.12 polo shirt, the star of the brand’s comprehensive range, is also showcased on the Polo Bar.
The shirt which was only available in white in the 1950s is so named because it took 12 prototypes until the company settled on the final version. Mr Amersi says the shirt comes in 40 different colours.
“The products in the store range from Sh8,000 to Sh30,000 depending on the materials. Leather goods are more expensive than PVC,” says Mr Amersi.
