by Tum David
The firm has opened NairobiEurope’s longest established shoe manufacturers, Josef Seibel -founded in 1886 in Haunstein, Germany -has today opened its first Nairobi outlet as it begins expanding presence in Kenya.
The company is targeting the country’s burgeoning middle and upper class consumers with European comfort standard shoe brands made from Kenya’s highest quality genuine leather and designed for different age groups and occassion.
“We are bringing to Kenyan market the same quality, fitting and designs as we have it elsewhere in the world. Nairobi is where most middle and upper class populations live and where we also have big multinational organisations including the UN headquarters,” said Josef Siebel Africa, Chairman, Carl-August Seibel during the opening of Nairobi shop.
He added, “We want to show that good quality shoes can be made and sold in Kenya.”
The local leather the firm uses to make its huge array of shoe brands has been tested for Chromium VI chemicals to ensure the leather is safe for use.
Some of the shoes already being made at its two-year old Ukunda factory include ShuShu and Nolan range under brand name-Romika.
Under Shushu range is a set of high quality, lightweight school shoes for the active child, while its Nolan range covers low-heel slip on shoes with double elastic bands that are quick and easy, yet stylish and comfy. All these are designed in Germany and made in Kenya.
“ We are priced in the segment between Ksh 4,000 to Ksh 7,000. In market comparison, we are competitive,” said Seibel.
As part of its expansion plan, the company is looking to train more local staff and increase its production capacity from current 120,000 – 130,000 pairs of shoes annually and broaden its shoe offering range.
“A hundred people are currently employed at the Ukunda factory. we are targeting to increase the number to 200 by end of next year as we look to produce more shoe designes in the market,” he said.
The move, Seibel said will help to relieve the company from high import taxes when demand exceeds its local production capacity.
The company trains local staff- without knowledge of shoe making- from scratch, which it said has proven as a better system to meeting the high international quality, comfort and safety standards.
The company will leverage on franchise model to expand presence in Nairobi with plans to open more outlets in Mombasa and other coastal towns near its factory.