German luxury fashion house Hugo Boss has opened its first store within East Africa stocking a range of men’s clothing, footwear and complementary accessories.
Estimated to cost 1.5 million Euros the store is located at Westgate Mall, Nairobi, a storied
building that is globally remembered as having been the epic centre of a terrorist attack in Sep 2013 that saw 71 people dead including four attackers thought to be enthusiasts of Al-shabaab terrorist group including 175 others injured.

Hugo Boss runs 31 outlets in Africa spread across 26 countries having opened its first store on the continent in South Africa.

“We decided to start the Nairobi outlet with our anchor brand then expand in the future,” said Andreas Pfeiffer, the Hugo Boss head of Africa operations. Aside from Kenya and South Africa, Hugo Boss operates in Ghana, Algeria, Mozambique and Tunisia.

Mr Pfeiffer said Ethiopia will be the next market entry for the fashion house. The store at the Westgate Mall has employed five locals, each with an international background to serve the expected mix of clients. Prior to unveiling the mono brand store at Westgate, the company has been selling its products. Hugo Boss Group is one of the leading companies in the upper premium segment of the global apparel market. It develops and sells luxury fashion and accessories under the BOSS and HUGO brands.

It is one of the most profitable listed apparel manufacturers in the world that comprises the
collections of BOSS, BOSS Orange, BOSS Green and HUGO. The Hugo Boss Group recorded sales of 2.7 billion euros in the financial year 2017. Founded in 1924, Hugo Boss is currently present in 127 countries worldwide, employing 14,000 people.