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Deacons to launch Bossini brand

Deacons is set to launch its tenth brand this week as it seeks to expand its operations.

According to its chief executive Muchiri Wahome, the lifestyle retailer will introduce Bossini in its Yaya Centre and Village Market stores.

“Deacons has an exclusive distribution agreement for the East African territory with the Bossini brand. We have approximately invested $1 million in the two Bossini stores,” he said.

The new brand, Bossini, headquartered in Hong Kong, provides contemporary casual fashion which provides everyday basics with modern styling.

The new stores will stock ladies, men’s and kids clothing for the middle to upper middle segments of the market.

This brings total stores by Deacons to 32 of the targeted 50 by the end of 2015.

“The expansion strategy is in line with the trends in the growth of the middle class as reflected by increased store footprint in key locations such as The Thika Road Mall (TRM) where we have experienced an increase in the recruitment of new customers within the middle class segment,” Jeddidah Thotho, Group Director Marketing and Business Development said.

The retailer is one of the businesses that bore the blunt of Westgate Mall tragedy after losing four stores.