From Durban to Nairobi: The Evolution of Mr Price in Kenya's Fashion Landscape

Hey there, fashion lovers! Today, I'm thrilled to take you on a journey through the fascinating history of Mr Price's clothing line in Kenya. As someone who's been obsessed with fashion and retail for years, I've watched this South African brand make waves across the continent, and its story in Kenya is particularly exciting.

Mr. Price Group is a South African omni-channel fashion retailer that offers a wide range of products including apparel, homeware, sportswear, and financial services. The company's slogan is "together we do good," which reflects their commitment to sustainability and responsible business practices

Mr Price's journey in Kenya is a tale of strategic expansion and adaptation in the African retail market. The story begins in 1985 when Laurie Chiappini and Stewart Cohen founded Mr Price in Durban, South Africa, with a vision to offer fashionable clothing at affordable prices. 

As the brand grew in South Africa, it set its sights on international expansion. In 2007, Mr Price entered the Kenyan market through a franchise model, partnering with Deacons East Africa. This move allowed Kenyan consumers to experience South African style and affordability firsthand. 

The CEO of Mr Price Group is Mark M. Blair, and he has held the position since January 1, 2019. Mr Price's target market consists of youthful customers who love fashion, appreciate extraordinary value, and are primarily in the middle-income demographic. The company focuses on providing trend-led fashion at competitive prices. 

The company's growth continued steadily, and by 2020, Mr Price Group had established a significant presence in South Africa with 2,543 stores and a robust online channel. During this period, the company also expanded its product range, launching Mr Price Sport in 2006 and acquiring brands like Miladys (1987) and Sheet Street (1996). 

A pivotal moment came in December 2020 when Mr Price Group took direct control of its Kenya business. The company acquired Deacons' franchise operations in East Africa, which had been running since 2007. This transition marked a shift from a franchise model to direct management, with Mr Price assuming control of 11 stores in Kenya. To manage operations in Kenya, Mr Price established a local entity, Mr Price Retail Kenya Limited. The transition, planned to take effect from April 1, 2018, allowed Mr Price to have more control over their operations and better tailor their offerings to Kenyan consumers. 

Throughout its expansion, Mr Price has maintained its focus on providing trend-led fashion at competitive prices, targeting youthful, middle-income customers who appreciate value. The company has also diversified its offerings beyond apparel to include homeware, sportswear, and financial services. 

In recent years, Mr Price Group has continued its growth strategy through acquisitions, including Power Fashion in 2020, YuppieChef in 2021, and Studio 88 in 2022. These moves have further solidified the company's position in the African retail market. 

Today, Mr Price's presence in Kenya is part of a broader expansion strategy across Africa, with stores in countries like Botswana, Tanzania, and Namibia. As the company continues to evolve and adapt to local markets, it remains committed to its core values of affordability and style, weaving itself into the fabric of Kenya's fashion landscape.