Deacons (East Africa) PLC & F&F Partner To Bring Contemporary Fashion To Kenya.
Consumers in Kenya will now have a chance to experience the F&F brand for themselves, following the entry of F&F clothing line in Kenya. Listed retailer Deacons (East Africa) Plc has acquired the exclusive rights to bring the F&F brand into Kenya and has opened its doors at The Hub Karen in Nairobi today. This brings to fruition a partnership with Tesco, the British retail giant that has more than 6,900 shops across the United Kingdom and the world, who owns the F&F brand. Nairobi is the first African city with an F&F store.
Speaking during the official signing of the partnership and launch, Deacons (East Africa) Plc Chief Executive Officer, Mr. Muchiri Wahome was enthusiastic about F&F’s ability to connect with Kenyan consumers.
“Deacons has always promised to make Kenyans look and feel good. We are continuing this mission by bringing F&F to Kenya since the brand brings high quality fashion at amazing prices. F&F is single-minded in its pursuit of offering people across the world increasingly stylishly clothes at remarkable value,” said Mr Wahome.
He further added that the new brand will help the company offer its customers more value while at the same time, will boost the company’s competitive advantage in the market.
“The brand is about international flavour at very competitive price points. Therefore, we have no doubt that the brand will connect with Kenyans – we identified a gap in the market and F&F is our solution to plug it,” he added.
The sentiment was reiterated by Mr. Marcus Chipchase, Managing Director of F&F Global Partnerships, who said that the attractiveness of the Kenyan market and the availability of a credible partner were the primary drivers of the brand choosing the country for its first foray into Africa.
“Our research indicated that Kenya is a growing market and we believe Kenyans appreciate quality and have shown they are receptive to new brands” said Mr. Chipchase.
Commenting on the decision to partner with Deacons, Mr Chipchase remarked: “We chose to work with Deacons because of their proven track-record in building brands in the local market as well as sharing our ambitions for F&F in Kenya”.
F&F is Tesco’s clothing brand available at more than 2,000 locations in 27 countries across the world. The brand offers a full range of affordable clothing and accessories for the whole family. This diversity and international focus means the brand has perfected the art of offering contemporary apparel that fit with global lifestyles, without compromising quality, design exclusivity and value. This promise is offered across its full suite of clothing and accessories for women, men and children that is now available in Kenya.
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About the Deal loyalty programme
The programme is mobile phone based, with a customer’s phone number being their unique identifier. This makes it different from the majority of programmes on the market that rely on physical cards. It is readily accessible across all stores under the Deacons Limited umbrella in Kenya, making it the biggest multi-brand programme of its kind in Kenya and the East African region.
The programme is discount based, with members receiving exclusive sale offers and sneak peeks into new product launches and restocking. In addition, members will also get tailor-made offers and rewards based on their preferences. This builds an active and engaged community of shoppers attuned to the lifestyle offered by Deacons’ range of brands.
About Deacons (East Africa) PLC
Deacons (East Africa) PLC was first incorporated in Kenya, as a private limited liability company under the Companies Act on 20th March 1973. It was then converted to a public company on 26th October after listing on the Nairobi Securities Exchange
Deacons’ principal business is to operate retail establishments including franchise and department stores selling ladies, men’s and children’s clothing, footwear, accessories, toiletries, gifts, home-furnishings, cosmetics and sporting goods amongst other items in East Africa.
For more than 40 years Deacons has consistently delivered on its promise to connect customers to their desired lifestyle in East Africa through its fashion brands: 4u2, Angelo, Mr Price, Truworths, Babyshop, Bossini and now F&F; sports and fitness brands: Adidas, Reebok and Life Fitness; home brands: Mr Price Home. Deacons continues to provide the best premier fashion brands unsurpassed in the market.
About Mr. Marcus Chipchase
Marcus is the Managing Director for F&F Global Partnerships, responsible for the roll out and management of Tesco’s clothing brand, F&F, into international markets where Tesco currently does not trade. Prior to this, he was Managing Director for Tesco department stores in Central Europe.
Tesco and F&F outline
Tesco is one of the world’s largest retailers. With businesses in 11 countries and with over 476,000 colleagues, Tesco serves 78 million shopping trips each week. F&F is Tesco’s only wholly owned clothing brand. F&F provides affordable fashion for men, women and children and is available in 27 countries from over 2,000 locations.