Bata aims to stamp footprint with 25 more stores

Corporate News

The newly refurbished Bata store at the Hilton Hotel in Nairobi. PHOTO | COURTESY 

By MUGAMBI MUTEGI

In Summary

• Bata Kenya has secured 800 square metres of space in the upcoming Two Rivers and Garden City malls.
• Managing director Alberto Errico says the company wants to increase the number of its stores from the current 140.

Footwear retailer Bata Kenya plans to open 25 new stores across the country within a year in an expansion plan that has seen it book space in the upcoming Two Rivers and Garden City malls.

The Limuru-based firm has secured 400 square metres of space in each of the two shopping complexes that are currently under construction in Runda and Ruaraka respectively.

Managing director Alberto Errico says the company wants to increase the number of its stores from the current 140.

“The shopping malls coming up across the country are evidence of commerce evolution which is supported by a middle class which prefers to shop in one place,” he said.

“We plan to have a presence in all shopping malls that have a suitable size and location. However, we will still continue opening standalone outlets in towns.” Last year the firm opened a total of 35 stores in the country.

Bata is putting the final touches to what it says will be its biggest outlet in Africa— an 11,000 square metre store to be situated opposite Jevanjee Gardens, along Muindi Mbingu Street.

READ: Bata set to open its largest Africa store in Nairobi

This large format store is part of the firm’s strategy to open branches whose ample size will see them display their commodities better and give customers more space to shop.

Bata on Friday started selling Clarks, Skechers, Naturalizer and Nike international brands of shoes at their remodelled Hilton Hotel branch with plans to stock them in at least 10 other stores.

The firm is sourcing Clarks and Skechers from regional retailer Nakumatt Supermarkets, the local franchise holders of the British and American brands respectively.

Naturalizer is being imported directly from the American manufacturer while Nike footwear is being supplied by a local franchise holder.

“We have decided to stock these well-known international brands in order to give our customers a wider choice,” Mr Errico said.

“We were already stocking some global brands like Hush Puppies but this is the first time we are selling shoes like Skechers.”

Bata Kenya manufactures about 30 million shoes at its Limuru factory annually and imports about 1.5 million from its sister companies in countries like Pakistan and Bangladesh.

Their expansion drive comes even as the Economic Survey 2014 shows that the leather sub-sector grew by only 0.3 per cent last year and production of finished leather shoes went down by 0.4 per cent.