In the dynamic world of retail, spotting a gap in the market and capitalizing on it requires both vision and determination.

James Muchiri, a visionary entrepreneur, exemplified this ethos with the inception of Wajose Smart Wear.

Recognizing a shortage of contemporary clothing outlets in Nakuru, Muchiri embarked on a journey that would transform his modest beginnings into a thriving retail empire.

So private is Muchiri, that he refused to have his photograph taken during this interview.

Inside the main Wajose smart wear shop that started as a small stall next to Wakulima market.

Photo credit: MERCY KIHUGU/MTAA WANGU

In 2008, Muchiri commenced his entrepreneurial journey by trading second-hand clothing from a modest makeshift shop, where he sold tops and undergarments.

However, he wisely identified an increasing demand for new undergarments and tops among his clientele.

“This insight prompted me to open a new shop introducing new clothing items to my collection, which instantly resonated with customers and outdid the sales of second-hand garments,” notes Muchiri.

This pivotal realization prompted him to make a bold move from the second-hand market to the domain of new clothing.

Read: It's a slippery business for massage therapists in Nakuru

In 2010, Muchiri took a significant step forward by establishing a shop near Nakuru's Wakulima Market.

Armed with a stock of new clothes valued at three thousand shillings, he struck a balance between new clothing retail and his existing second-hand clothes business.

As his dual-retail approach yielded profits, Muchiri channelled his earnings alongside savings to further amplify his new clothing venture.

Notably, he allocated the savings to lease the first floor of the now main shop, and incorporated a wholesale section.

"With Sh 200,000 in savings, I secured the first floor of our flagship store, marking my entry into the wholesale business to complement our retail segment," Muchiri reflects on this transformative journey.

Also Read: Biz lounge: How Nakuru's Ereto bookshop navigates challenges in book-selling business

Since then, Wajose Smart Wear has evolved from a modest establishment with three employees to a prominent retail enterprise with six outlets in Nakuru, collectively employing 280 individuals.

Expansive growth, however, is not without its challenges. Muchiri candidly acknowledges the constant pursuit of new trends to avoid having clothes that are out of fashion.

Additionally, the ever-evolving roster of staff presents its own set of challenges.

To address the turnover among young, short-term employees, Muchiri has adopted a weekly recruitment approach.

The year 2020 was an inflection point for Wajose Smart Wear, as the COVID-19 pandemic disrupted global commerce.

“The adversity faced during this period, translated into a significant loss of ten million shillings, due to restrictive measures that deterred foot traffic to the stores. We had to respond swiftly, by rejuvenating our online presence and expanding the workforce to cater to remote customers,” Muchiri recalls.

Yet, success hasn't come without its detractors as the business has received constant allegations of unfair competition, particularly concerning pricing strategies by other clothing businesses and second-hand shops.

Related: Biz Lounge: It's a shaky affair for Nakuru's furniture business

However, this critique has unconsciously spurred consistent backing, both in wholesale and retail sectors, from local and distant customers alike.

Regarding future expansion, Muchiri remains pragmatic as he envisions continued growth within Nakuru, a market he believes is far from saturation.

One of the Wajose smart wear shops in Nakuru city.

Photo credit: MERCY KIHUGU/MTAA WANGU

While avoiding the temptation to expand into other towns to avoid managerial complexities, he embraces the prospect of fortifying his brand's presence in Nakuru.

Navigating the regulatory landscape remains a concern for Muchiri, given impending government plans to impose a 25 percent tax increase on imported textiles.

Although he doesn't directly import goods, he recognizes that the broader textile industry's dynamics could indirectly impact his operating costs.

The journey of Wajose Smart Wear, spearheaded by James Muchiri, stands as a testament to the entrepreneurial spirit and the capacity to turn challenges into opportunities.

By staying familiar with market shifts, valuing employees, and fostering innovation, Muchiri has curved a niche for his business in Nakuru's new clothes retail and wholesale landscape.

mercykihugu@gmail.com

Biz Lounge: An empire born from desire to help small businesses access credit

Author Spotlight

Muthoni Wanjiku