When Cyrus Gichohi ordered a few diecast model cars from Amazon for his personal collection, he had no grand business plan in mind. It was a hobby; an indulgence rooted in nostalgia.
Today, that modest beginning has evolved into Diecast Kenya, a fast-growing family-owned enterprise that is steadily redefining model car collecting and gift culture in Kenya.
At the heart of the business is a partnership built on complementary strengths and shared vision.
“We run Diecast Kenya as a small, family-owned business built on passion and purpose,” says Gichohi.
His spouse, Brenda, is the entrepreneurial engine behind the brand. A Bachelor of Arts in Communication graduate from the University of Nairobi, Brenda’s foray into formal employment lasted less than a month before she fully embraced entrepreneurship.
Over the past decade, she has built extensive experience, primarily in real estate, and now serves as the founding Managing Director of Diecast Kenya, established in 2021.
Gichohi himself holds a degree in Business Technology from the Technical University of Kenya. With over 15 years of professional experience spanning digital creative strategy and AdTech, where he has worked for the past eight years, he brings technical insight and strategic depth to the venture.
Born of Nostalgia, Built on Vision
The business began organically. Friends who admired Gichohi’s personal collection started purchasing pieces, and what began as a pastime gradually revealed commercial potential.
“I grew up in a deeply entrepreneurial environment. My father left formal employment at a very young age, and while my mother worked in the public sector, she consistently ran multiple side businesses. It may sound cliché, but that environment played a significant role in shaping my mindset and outlook on work and independence,” Gichohi says.
“The original vision was simple yet powerful: to awaken the inner child. Nostalgia is a powerful emotion,” he adds.
The business was financed through personal savings and continuous recapitalisation. Years later, Diecast Kenya stood out as the go-to gift shop for car enthusiasts.
“We have bootstrapped since inception. One strategy that played a key role early on was the “rent-a-shelf” model, where we rented shelf space as a pickup point while building brand awareness and moving toward sustainability,” he says.
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Today, Diecast Kenya stocks a wide range of model car scales, from 1:18 scale replicas to the popular 1:64 Matchbox models.
The company also carries limited-edition Formula 1 merchandise and has recently introduced custom 3D art pieces designed exclusively under the Diecast Kenya brand. These unique additions have gained traction among both seasoned collectors and new Formula 1 enthusiasts.
“A fun fact many people don’t know is that diecast cars are among the very few toys that appreciate in value over time, making them both sentimental and smart collectibles,” Gichohi notes.
One of the company’s proudest achievements has been its role in popularising model car collecting in Kenya and beyond. Operating in a niche market, however, has not been without its challenges.
“Our main challenge has been scaling products. It often involves trial and error to understand market response, but it’s a challenge we’ve learned to navigate with confidence and adaptability.”
Diecast Kenya’s primary customers are households, and female customers who purchase the models as gifts for their partners. The company also collaborates with select car yards that have supported the brand since its early days.
According to the businessman, trust and customer loyalty have been the cornerstone of the growth of the business.
“We treat every customer with respect and fairness, regardless of their level of product knowledge or purchasing power. That consistency has been key in building long-term trust and loyalty,” he notes.
The Power of Digital Presence and Referrals
Marketing has played a crucial role in the company’s expansion. Diecast Kenya maintains an active and engaging presence on Instagram and TikTok, where it interacts directly with clients, partners and prospective buyers.
“Referrals have been incredibly powerful- it’s the purest validation of our product and service. Content marketing has also played a critical role in positioning Diecast Kenya as a trusted, go-to brand for everyday and special-occasion gifting.”
Navigating Competition, Challenges and Growth
In an increasingly competitive landscape, Gichohi welcomes new entrants. Rather than viewing competition as a threat, he sees it as motivation to refine operations and strategy.
Investments in seamless shopping systems, stronger marketing and sourcing rare, globally sought-after products have helped the business stay ahead.
Additionally, Diecast Kenya has faced logistical and financial hurdles, particularly currency fluctuations that affect stock sourcing and planning. However, improved economic stability and Kenya’s robust logistics infrastructure have eased some of these pressures.
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Lessons in Entrepreneurship
Gichohi says managing people including staff, customers or partners, has taught him the importance of building genuine connections especially in collaborative businesses.
Looking ahead, he envisions Diecast Kenya as more than a gift shop.
“Our goal is to position the brand as something deeply woven into Kenyan pop culture, particularly within entertainment, arts, and culture,” he says.
For young entrepreneurs aspiring to enter similar ventures, his advice is clear: passion must be the foundation.
“There’s a difference between being enterprising and being an entrepreneur,” he reflects. “Enterprising can deliver short-term gains, but passion sustains you over the medium to long term.”
He carries no regrets. Every experience, he believes, has been a teachable moment. He maintains that external factors will always exist, but they should never dictate one’s destiny.
Beyond Diecast Kenya, Gichohi continues to build in the AdTech space and is currently developing IoT and future-facing technology solutions, further evidence of his appetite for innovation.
His parting words capture the spirit that transformed a hobby into a thriving enterprise:
“When the entrepreneurial bug hits you, shoot, then aim. Many great ideas are lost when we overthink and lose momentum before ever taking the first step.”
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