Germany luxury apparel brand Hugo Boss has entered the Kenyan market as it moves to tap the growing demand for designer fashion brands among the middle-class population.

The company, which has had a presence in the Kenyan market for over 20 years, has opened its first store at Westgate Mall, through the local partner Fazal Group, where they expect to attract more affluent customers and expatriates.

Mr Andreas Pfeiffer, the team leader for sales in direct markets, says Kenya is the 27th African country to host a HUGO BOSS store.

“We have started with mens line as the anchor in Kenya as we test the market. We will introduce the ladies line and Hugo for the young trendy customers as we get to better understand the Kenyan market,” Mr Pfeiffer said.

Its women line, Boss Lady, is already in the Kenyan market through its local partners, Fazal Group and Little Red, which retail HUGO BOSS brands locally.

HUGO BOSS, headquartered in Metzingen, Germany, is one of the market leaders in the upper premium segment of the global apparel market, focusing on premium fashion and accessories for men and women.

The Westgate store has a portfolio of fashion brands based on wearing occasions cutting across business and wedding suits as well sporty attire and casual wear. It also has accessories such as watches and belts.

“BOSS offers sophisticated, modern collections focused on quality and design. BOSS Menswear has reached icon status for its tailoring, but offers more than the perfect suit,” he said.

The collections also feature casual and athleisure pieces, presenting a complete wardrobe for fast-paced modern lifestyles.

He said there’s a growing appetite for luxury brands in Kenya, buoyed by increased income and awareness through social media and international media.

He added that HUGO BOSS is working on opening a store in Ethiopia given its growing significance as a hub country for the African Union.

Pfeiffer said it was still working in partnership with Fazal Group, which retails international brands in Kenya. We will continue distributing Hugo Boss in Kenya, said Karim Fazal, the director of Fazal Group.

He said with head offices of over 25 global companies in Kenya, demand for luxury bodywear brands is sustainable.

“Global trends have changed ad consumer tastes are evolving,” said Mr. Karim.

“We have a growing number of younger professionals who are affluent today. Being an aspirational brand, Hugo Boss is looking at emerging opportunities in the Kenyan market.”