Clothing retailer Vivo Fashion Group is expanding its fashion and lifestyle brand to the U.S., making Atlanta its first market.
Based in Nairobi, Kenya, Vivo is East Africa’s largest ladies’ department store. Not only do they provide the region with trendy styles, they are also seeking to to create economic opportunities in the continent through fashion.
“We started the business 13 years ago and have grown quite quickly,” said Wandia Gichuru, Co-founder and CEO of Vivo. “This is our 27th store and we have 26 stores across Kenya, Uganda and Rwanda.”
Gichuru and her partner Anne Marie Burugu’s goal for Vivo is to provide affordable products for women of color and curvy women. They saw that many retail companies do not accommodate the unique body shapes, sizes, silhouettes and colors that compliment melanated skin.
Both knew that they wanted to expand the company into another country and another continent, so they selected North America to begin with.
They first introduced its business to Americans during the Essence Festival of Culture in New Orleans in 2023, but now they’re establishing a permanent presence. Gichuru decided to make Atlanta her next store’s home because of the large Black American population and the proximity to busiest airport in the world.
Over 40 percent of Atlanta residents identify as Black or African American, a significant target audience for Vivo, a demographic similar to their markets within the African Diaspora.
Another reason was the city’s Hartsfield Jackson International Airport, which makes it easy for them to get products to Georgia. Now, Vivo is becoming another international business service provider in the Peach State.
“We’re very much in a learning mode and understanding what the market here needs,” Gichuru said. “We can change things up based on what people in the U.S. prefer this kind of product with this kind of service and this kind of chat.”
In addition to its own products, Vivo sells other women-owned Keyan brands, including Chesi, Kambua, Safari, and Zoya. They offer clothes, housewares and beauty products.
“I want to support entrepreneurs from across all genders but I feel like women need that extra kind of push,” Gichuru said. “We’re sometimes our worst enemy because we don’t necessarily have the confidence to take a risk.”
She also said purchasing from the boutique will impact Kenya economically, especially for women.
The African country has reported that female unemployment is 7.6 percent, the highest in over 30 years. About 70 percent of Vivo employees are women.Gichuru said she hopes her efforts will help them ideas in action and to reach their full potential.
“I want people to come to our website. Take a look at our products and visit our Atlanta store,” Gichuru said. “More importantly, they should know they are not just buying from any of our brands but supporting an entire ecosystem of people.”
Vivo is located on 18th Street, opposite Sephora, Atlantic Station.
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