Ugandan entrepreneur
Enid Lanez and Ethiopian designer Hebret Lakew met at their children’s
school in Nairobi after relocating to Kenya about a decade ago. The two
moms struck a friendship and turned their passion for fashion into one
of Kenya’s leading luxury fashion brands.
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| Enid Lanez, co-founder of Kooroo Designs |
They run Kooroo Designs, a designer label targeted at high-income
women. Kooroo has grown from a “hobby” of two housewives, to an
established business selling in Kenya and also internationally via
online stores in South Africa, the UK and the US.
When they started in 2006, Lanez says the duo only wanted something
to keep themselves busy during the day after their husbands left for
work and their kids for school. They started selling outfits made out of
khanga – a colourful garment popular in Africa – to friends and at
exhibitions at their children’s school.
As the popularity of their products increased they decided to take
the business more seriously. They moved Kooroo out of their homes,
opened a workshop and hired staff. Their products are targeted at mature
stylish women.
“The Kooroo woman is not old but she is mature. She knows her style,
is well-travelled, she is appreciative of cultures and open-minded in
terms of fashion. She is not dictated by trends. We are very relevant
for the moment, but if you buy our dress, it won’t be out of season next
year. You can still wear it five years from now,” says Lakew.
Stressful, but fun
The Ethiopian designer studied at the Fashion Institute of Technology
in the US and worked with leading luxury brands in New York for 15
years. Lakew says this background and the experience that came with it
influences the firm’s efforts to offer high-standard quality products.
Although running the business “is still enjoyable” its growth from a
hobby has come with some challenges.
Sourcing quality fabrics, for instance, is difficult due to constant
shortages and lack of variety. Because they are a well-known brand,
customers expect nothing short of the best, hence there is pressure to
maintain quality.
“It’s not easy to run a business,” says Lanez. “We did not put in
millions to start, but as we became more serious we began investing. If
you don’t have a good flow of customers, you can easily run out of cash.
Running the business can be stressful, but it is fun too.”
Lakew says they take every challenge in their stride and do not let
anything out of their control discourage them. “We just handle things as
they come. There has to be some degree of joy in what you are doing
otherwise it is not worth it. Everyday there are obstacles, but there
are also good times such as watching a customer’s excitement when they
like what we have produced.”
Lakew adds there is growing appreciation for the fashion industry in
Kenya, with more young people joining the trade, and an emergence of
luxury retail outlets in shopping malls and more fashion shows and
magazines.
“But is not just about creating beautiful things. It is also a
business and anyone getting into it, especially creative designers, need
to appreciate that business element. Sometimes what you think won’t be
exciting becomes your best seller, and the thing that you thought was
innovative and fantastic doesn’t sell. You have to learn to take one day
at a time and not get overly worked up.”
Entrepreneurs should also learn to work within their environment and
deal with the cultural differences that may exist. An eye for quality,
consistency and good customer service is an absolute must.
“Also focus on one thing and not try to do everything. If you are a
designer you can’t start with men’s, women’s and children’s clothes.
Choose one thing, get your name and brand established and only then
think about expanding,” Lakew advises.
Source:howwemadeitinafrica.com
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