February 28, 2025
Clothes business in Kenya is one of the most profitable and accessible ventures due to the high demand for affordable and stylish clothing.
From second-hand clothes (commonly referred to as mtumba) to trendy new garments, Kenyans are constantly seeking outfits for different occasions, budgets, and tastes.
With proper planning and execution, a clothes business can cater to a broad customer base and generate consistent income.
Four key factors make the clothes business a lucrative opportunity in Kenya:
Everyone needs clothes, and the variety in tastes and preferences ensures a consistent demand for different styles and price ranges.
Whether you’re selling second-hand clothes or designer outfits, the initial capital required is flexible and scalable.
Clothes cater to all demographics—children, men, women, and even niche markets like uniforms or wedding attire.
Well-sourced clothes often have high-profit margins, especially when purchased in bulk or directly from suppliers.
The Kenyan clothes market offers several opportunities for profitability and growth:
Selling mtumba clothes is a popular and affordable option for many Kenyans, providing access to stylish outfits at low prices.
Targeting higher-income earners with new or branded clothes can yield significant returns.
Specialize in areas like baby clothes, school uniforms, sportswear, or traditional African attire.
E-commerce and social media platforms offer an easy way to sell clothes without the need for a physical shop.
Like any business, selling clothes has its challenges including:
The market is saturated with vendors, especially in urban areas.
Solution: Differentiate your business by offering unique products or excellent customer service.
Not all second-hand clothes meet customer expectations, which can affect sales.
Solution: Source high-quality items from reputable suppliers and inspect stock thoroughly.
Clothing sales can fluctuate based on seasons, with higher demand during school openings or festive seasons.
Solution: Diversify your inventory to include year-round essentials like innerwear or jackets.
Finding suppliers who offer quality items at reasonable prices can be challenging.
Solution: Build strong relationships with suppliers and explore bulk purchase discounts.
Let’s delve into the steps required when starting a clothes business in Kenya:
Understand your target audience and competition:
Decide how you want to operate your clothes business:
Rent a store in a high-traffic location like a market or shopping mall.
Use platforms like Instagram, Facebook, or Jumia to sell clothes digitally.
Sell directly to customers by moving around residential or office areas.
Outline your objectives, strategies, and financial projections.
Your business plan should include:
Include stock, rent, and marketing expenses.
Define your audience and their clothing preferences.
Highlight strategies for attracting and retaining customers.
Comply with all legal and regulatory requirements:
Find reliable suppliers to stock your shop with high-quality clothes.
Viable suppliers based on clothes category include:
Purchase bales from wholesalers in markets like Gikomba or Toi Market.
Import from countries like Turkey, China, or Dubai or buy locally from wholesale markets.
Partner with local designers or tailors for custom-made pieces.
Price your products to attract customers while maintaining profitability.
Ksh 300–1,500 per item.
Ksh 800–5,000 depending on the brand and quality.
Promote your clothes business to attract customers.
Viable marketing avenues for advertising your clothes business include:
Use Facebook, Instagram, and TikTok to showcase your products.
Distribute flyers in residential areas or markets.
Offer discounts during peak seasons like back-to-school or Christmas.
An entrepreneur should adopt the following strategies to ensure long-term business success:
Whether selling mtumba or new clothes, prioritize quality to build customer loyalty.
Engage customers through personalized service, follow-ups, and loyalty programs.
Keep up with fashion trends to meet customer preferences and boost sales.
Expand your inventory to include accessories like shoes, belts, or bags to increase average sales.
Invest in online sales platforms and delivery services to expand your reach.
Below is a breakdown of expected startup expenses for a clothes business:
| Expense | Estimated Cost (Ksh) |
| Initial Stock | 20,000–100,000 |
| Shop Rent | 10,000–30,000/month |
| Marketing and Branding | 5,000–15,000 |
| Licenses and Permits | 5,000–15,000 |
| Shelving and Furniture | 10,000–30,000 |
An overview of projected earnings from a clothes(mitumba) enterprise is shown below:
| Metric | Projected Value (Ksh) |
| Daily Revenue | Ksh 2,000–10,000 |
| Monthly Revenue | Ksh 60,000–300,000 |
| Profit Margins | 20–50% |
Starting a clothes business in Kenya is a rewarding opportunity that caters to a wide customer base.
By focusing on quality, leveraging effective marketing strategies, and staying adaptable to market trends, you can build a successful and sustainable business.
At Surfstop, we offer expert consultation on business planning, registration, and scaling.
Contact us today to turn your clothes business idea into a thriving enterprise that meets Kenya’s growing demand for stylish and affordable clothing!