US-based Kenyan woman targets Sh5bn fitness wear market with online store

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Business

US-based Kenyan woman targets Sh5bn fitness wear market with online store


Rose Njeri, founder of Rosefit Apparel at her company’s offices in the United States. PICTURES | BOWL

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Summary

  • Being independent allows her to pursue what she loves most besides being her own boss.
  • Her entrepreneurial journey began three years ago when she founded Rosefit Apparel, an American online company that sells personal training equipment to customers in Kenya and the United States (USA).
  • She tells the Business that she entered the sportswear business because her popularity was growing tremendously in the country as more and more people embraced fitness.

If there’s anything Rose Njeri loves, it’s working for herself. After leaving college, she was never employed anywhere.

Being independent allows her to pursue what she loves most besides being her own boss.

“I mainly worked for myself. I fell in love with entrepreneurship,” says the holder of a degree in family sciences.

Her entrepreneurial journey began three years ago when she founded Rosefit Apparel, an American online company that sells personal training equipment to customers in Kenya and the United States (USA).

“I started Rosefit Apparel after five years of personal training. I used to buy sportswear all the time, so I thought it was better to use that money and invest in my business .”

“I started off selling only tank tops and t-shirts. Once I introduced leggings and sports bras, customers ordered from Kenya, which prompted me to bring the clothes to Kenya to avoid high shipping costs from the United States,” she says.

She tells the Business that she entered the sportswear business because her popularity was growing tremendously in the country as more and more people embraced fitness.

According to Spa and Wellness Association of Africa (Swaa) Kenya Chapter, the fitness and wellness industry in Kenya reached 5 billion shillings in 2019.

Another market research and analysis firm, Euromonitor International, revealed that health and wellness tourism in the country saw a growth in value of 9% in 2018 to reach sales of 2. 5 billion shillings.

“Kenya is waking up to wellness, and the diaspora has created demand not only on the continent but also internationally. But spas in Kenya need to raise their standards to meet the demand of wellness tourists. being who travel a lot in search of international and indigenous treatment. We cannot compete on a global scale with substandard and indigenous treatment,” Swaa Executive Committee Chairman Jasnil Danjal said earlier. .

Some of the products sold in the online market include activewear like leggings, sports bras, tank tops, plus sizes, and activewear for men.

“The price ranges from Sh2,000 to Sh5,000,” she says Njeri, adding that she started the business with an initial capital of Sh100,000.

She says the company ships nationwide from the United States with a flat shipping fee, which depends on location.

“Our customer is really everyone, we have sportswear that caters to everyone. We have now introduced sportswear for men and we hope that next we will also have sportswear for children Why? We never want to leave anyone behind. We want everyone to find comfortable sportswear from our brand.”

Ultimate goal

“We have our store in the United States, but we get orders from Kenyan customers all over the world.”

The goal is to have a physical store in Kenya, which she says will create jobs for hundreds of Kenyans.

“Right now we are doing photo shoots in Kenya, we love using Kenyan models and talented photographers.”

Besides Rosefit, she runs a construction company in the United States that flips houses (buys distressed properties, fixes them, then resells them for a profit). In Kenya, it notably invested in the real estate company 88 Nairobi.

“We are a new brand growing in Kenya and so the biggest challenge is getting people to know our brand. We are continuing to make a name for ourselves,” she concludes.

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