Fashion Built in Africa, Jobs Built to Last

For decades, most of the clothing in East Africa’s apparel market has been imported second-hand. Vivo took a different approach, building a regional fashion brand that designs, manufactures, and sells clothing within East Africa. As the company has grown, it has created jobs across manufacturing, retail, logistics, and operations while opening new opportunities for entrepreneurs and small businesses.

Building a Regional Fashion Brand

Vivo began with a simple insight: “Women wanted clothing that fit them, reflected their style, and was designed with them in mind,” said Wandia Gichuru, co-founder and chief executive of Vivo.

Customers wanted clothing that reflected local preferences, culture, and body types while offering a broader range of colors and sizes. What started as a small online business has grown into a regional brand with 29 stores across Kenya, Uganda, and Rwanda.

Vivo’s customers continue to come back. Today, about 80% of Vivo’s revenue comes from repeat customers, demonstrating strong demand for locally designed products that meet the needs of African consumers.

Turning Consumer Demand Into Jobs

As demand for its products has grown, so has Vivo’s workforce. The company now employs more than 450 people across manufacturing, retail, logistics, and operations, providing steady wages and benefits in a market where many workers rely on informal employment.

Unlike brands that rely on imported products, Vivo designs, manufactures, and sells clothing within East Africa. This integrated approach creates jobs while generating opportunities for suppliers, contractors, and other local businesses.

Expanding Market Access for Small Businesses

Vivo’s impact extends beyond its own workforce. In 2022, the company launched Shop Zetu, an e-commerce marketplace that helps over 250 small businesses sell clothing, jewelry, beauty products, and other items through its platform. Vivo supports them with warehousing, delivery, payments, customer service, content creation, and business training, helping them grow and scale their operations.

By connecting small businesses to customers through its retain and logistics network, Vivo helps businesses increase sales, reach more customers, and generate more consistent income.

Creating More Opportunity Through Local Brands

Vivo’s growth demonstrates what can happen when more products are designed, made, and sold close to home.

“When you design and produce locally, the opportunities become much bigger than clothing,” Gichuru said. “You create jobs, supplier relationships, new businesses, and income that stays in the community.”

By investing in local production and entrepreneurship, Vivo is creating pathways to employment, supporting small business growth, and strengthening East Africa’s economy.