Britain'S High Street Brand Clarks Plans To Expand In Africa Next Year.

The British high street brand Clarks plans to put it in Africa next year.

The number doubled, and stores were opened in Garner, Tanzania, Uganda, Ethiopia, Namibia and Botswana.

The number of franchised stores will also be increased in countries with existing stores such as Kenya, South Africa, Egypt, Morocco and Algeria.

Focus on the pursuit of fashion and quality consumers.

In a new store in Nairobi, capital of Kenya, Clarks's retail price is about $100.

Irfan Porbanderwalla, regional manager of the Middle East and Africa, said: "the company is ready to open the African market, which is changing from the market to the high streets and shopping malls."

In 1825, James and Sellers Clark brothers set up Clarks.

Now it has become the world's leading footwear retailer with sales of over 1 billion 400 million pounds (US $2 billion 240 million).

Risks remain in parts of Africa

Although Clarks is developing rapidly in Egypt, Algeria and Morocco, Porbanderwalla said that the situation in North Africa, which swept through the "Arabia spring", is not very safe.

"There is always turmoil.

But the safety of our employees and partners and our brand is the most important, so we will not go to areas where risks are greater than opportunities.

Libya is the country we have recently entered, and we have been studying the situation before entering the country.

Since August, the Libya area has been in turmoil, and some areas are even under the control of terrorist organizations.

Clarks collaborate with retail franchisees such as chain supermarkets to open new stores.

Porbanderwalla noted that partners' understanding of local markets and consumers was useful in making decisions, especially in turbulent situations.

Good partners are crucial.

By the end of next year, Clarks plans to open 25 stores in Africa.

In some countries, such as Turkey, Clarks operates its own stores, but this mode will not be used in Africa.

Africa is a challenging new market.

We believe that the quickest way to enter the market is to cooperate with local franchisees, because they understand the local people's consumption psychology and habits.

Irfan Porbanderwalla said.

For example, in East Africa, Clarks co operated with Nakumatt, a local supermarket chain, and opened its first Clarks store in Kenya in September 2013, and has sold more than 18000 pairs of shoes so far.

There are now four stores in Nairobi, and the company is ready to open two more.

Atul Shah, general manager of Nakumatt supermarket chain, said that in the coming months, Clarks will open stores in Mombasa, Kampala and Dar Es Salaam.

Porbanderwalla points out that

It is an important part of Clarks's development strategy.

At present, the company is evaluating whether to cooperate with the third party online retailers or set up its own e-commerce website.

The bigger challenges facing Clarks in Africa also include high tariffs and freight rates.

Porbanderwalla said: "to enter the African market, we have to go through a variety of cumbersome procedures.

It is also a great challenge to choose the right location and good partners. "