CP1215Deacons is the umbrella company which owns and manages various internationally acclaimed fashion brands that meet the needs and preferences of varied market segments. Deacons Kenya Limited promises lifestyle solutions to its customers through its Woolworths, Truworths, Identity, 4U2, Mr. Price, Mr. Price Home, Angelo, Adidas and Life Fitness brands.
Since 2007, Deacons has realigned itself to its vision - To be the most trusted provider of desired lifestyle in Africa - by offering lifestyle which encompasses the customer’s way of life. From selling the functional, Deacons is now into the aspirational sphere.
Deacons started its operations in 1958 and traded successfully for 22 years using the Marks and Spencer (M&S) franchise for the East Africa region. In 1980 the Kenyan Government placed import restrictions on all imported goods to protect the local industry, which led to Deacons relinquishing the M&S franchise to work with the local textile industry to supply its stores. This it did successfully; and it involved working with over 70 suppliers.
After the liberalization of the Kenyan economy in the early 1990’s, Deacons had to change its strategy and therefore looked for International brands to work with. This was the beginning of business relationships with South African franchisors.
In 1994 Deacons acquired a Woolworths distribution agreement and later became a franchise – now operating three (3) stores in Nairobi at Sarit Centre, Yaya Centre and Village Market.
In 1999 the Truworths franchise was acquired and the brand operates three (3) stores at Sarit Centre, Yaya centre and Mlimani City, Dar es Salaam.
In 2003 the 4U2 brand (a locally owned Deacons brand) , targeted at the middle class market and catering for women, men and children was launched. It is currently operating three (3) stores at Capital Centre, Sarit centre and Mlimani City, Dar-es-Salaam.
In 2006, Identity - the first fashion store targeted at the youth was born at Village Market.This brand has further expanded to a three (3) store operation with the inclusion of Westgate Shopping Mall and Mlimani City, Dar-es-Salaam.
With the growing middle class, Deacons felt the need to position more brands at this market hence the introduction of the Mr. Price brand. Mr. Price Home was first launched in the market in October 2007 at Westgate Shopping Mall in Nairobi and later followed by the opening of another store at Yaya Centre in August 2009.
Mr. Price (apparel) was launched into the market in December 2007 with the opening of the first store at the Junction Mall.As Deacons marked its 50th anniversary in 2008, there was need to re-open in Mombasa, and on 25th September 2008, a Mr. Price (apparel) store was opened at Nyali Plaza, Mombasa. The need to further reach the middle class with this brand which led to the opening of a third store in the Nairobi central business district – Stanbank House, Moi Avenue in October 2009.
As Deacons continued to pursue its vision, Angelo was introduced into the market in November 2008. This is the second locally-owned brand by Deacons. This brand is home to fashionable footwear and accessories for men and women, and has an international feel comprising of a host of world-renowned shoe brands.
An opportunity to venture into sports brands presented itself in February 2010 and Deacons saw the synergy and relevance of sports brands in its vast brand portfolio. This decision led to the acquisition of the Adidas brand with one store located at Westgate Shopping mall and later in April, the Life Fitness brand which provides gym equipment.
Regional Presence
Regional expansion became a reality for Deacons in 2007 with the launch of three brands between March and May, namely – Truworths, Identity and 4U2. All stores are housed under one roof at Mlimani City, Dar es Salaam.
In April 2009, Deacons made inroads into the Uganda market with the launch of Mr Price (apparel) at Oasis Mall in Kampala.
This brings to twenty (20) the number of stores owned and managed by Deacons Kenya Limited in the East African region.
