When Rodgers Obora began selling football jerseys to fellow students at Kenyatta University in 2016, he had no idea the side hustle would evolve into a growing enterprise with ambitions to expand beyond Nakuru.

Obora, a trained teacher of Kiswahili and History, launched his informal business on campus, selling original player and fan version jerseys for Sh1,500 and Sh1,300 respectively.

“At that time, it was just a side hustle. I was still under my parents’ support,” he recalls.

After completing his studies in 2018, he returned to Nakuru and opened his first makeshift shop at Karimbux Stage with Sh 60,000 capital.

By 2020, he had established the Jersey Cabinet Nakuru, now located opposite Menengai High School.

Obora notes that the differences between player and fan versions lie in material quality, with player kits being lighter, breathable, and equipped with rubber badges, while fan versions use heavier fabric and metal detailing.

Despite growth, Obora acknowledges that business has its seasons. “Some days you make Sh10,000, other days only Sh500,” he says.

To stay afloat during football’s off-season, he supplements his income through branding services offering custom printing on t-shirts, caps, and more.

This arm of the business has become essential during low-traffic periods, especially between game week 30 and the start of the next season. He notes that when the season starts they are busy since most customers are after the new season's jerseys

Obora’s passion for football, inspired in part by a friend who owned a jersey shop, is the backbone of Jersey Cabinet.

In Nakuru, the most in-demand jerseys are from Arsenal and Manchester United.

However, local teams also play a significant role in sustaining the business. “When I brand for local clubs, I gain referrals from both players and fans. They really support us,” he notes.

Obora notes that he sources his stock both from Nairobi and international suppliers adding that as the market evolves, he has leaned into digital marketing, especially on TikTok.

“Last year, a friend convinced me to try posting. I boosted one video and got so many customers from it,” he says, adding that regular content on social media has significantly expanded his reach.

In five years, Obora hopes to grow Jersey Cabinet beyond Nakuru, opening branches in Eldoret and Nairobi. “We want to be closer to customers across the country,” he says.

His advice to young entrepreneurs? “Follow your passion. The jersey market is crowded now, so unless you truly love it, you may struggle.”

Jersey Cabinet stocks a wide variety of sportswear. The range includes replica football jerseys priced at Sh600, fan versions at Sh1,300, and player versions at Sh1,500. Retro or vintage jerseys sell for around Sh2,000, while rugby jerseys range from Sh600 to Sh3,000. Formula 1 merchandise goes for Sh2,800, and hoodies are priced at Sh2,500.

Football fans in Nakuru to watch the CHAN matches for free at the Maasai Market

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Leleti Jassor