Finally, Africa has produced a globally acclaimed high-street fashion chain- Vivo Fashion Group. Founded by Wandia Gichuru, Vivo has carved out a niche in the fashion industry by competing with global brands while catering specifically to the style preferences of African women.
Since its launch in 2011, Vivo has grown into East Africa’s leading women’s fashion brand, boasting 29 stores across Kenya, Rwanda, and Uganda. In 2024, the brand took a bold step onto the international stage, opening its 30th store in Atlanta, USA, marking its expansion beyond Africa.
The Journey of Vivo Fashion Group
Vivo’s journey started modestly as a small online business in Gichuru’s living room. However, they quickly realised that African customers appreciate the chance to try on clothes before buying. So, they made the smart move to open physical stores, starting with their first one in Nairobi. That decision paid off, and they saw some rapid growth, solidifying their place as a top brand in East Africa.
What’s more impressive is that Vivo isn’t just about its success—it’s all about empowering aspiring designers and entrepreneurs, too. It offers internships and invests in tech-driven retail solutions, helping to nurture a whole new wave of fashion professionals across Africa. That way, it gives back to the community while growing its brand.
Made in Africa
Unlike many fashion brands that outsource production to Asian manufacturing hubs, Vivo is committed to local production. The company initially depended on imports but shifted its focus to sourcing and producing 100% of its clothing in Kenya. While this is costlier than manufacturing in countries like China, it allows Vivo to maintain quality control over designs and materials, support local industries, reduce lead times and adapt quickly to changes in consumer preferences. This process also helps create jobs, as the company employs over 400 East Africans, 70% of whom are women under 30.
Vivo also creates retail opportunities for other African brands. The Atlanta store provides a platform for women-led Kenyan brands like Soko, Anjiru, and Ythera to access and test the U.S. market.
Wandia Gichuru took a big step in expanding Vivo’s influence by co-founding ShopZetu, an online marketplace that showcases hundreds of African vendors. In 2021, ShopZetu received $1 million in funding and teamed up with Safaricom’s M-Pesa, making transactions a breeze for tech-savvy customers. This has helped Vivo connect with a more tech-oriented audience and allowed them to make their mark in new markets like Tanzania.
Vivo Fashion Group is committed to catering to African tastes and needs rather than following Western trends. They offer stylish, functional, affordable clothing that resonates with modern African consumers. Product lines like Vivo Woman, Safari, and Zoya provide everything from activewear and dresses to tops, bottoms, and casual outfits, ensuring something for everyone.
