Bata's boot boost in Kenya
09/07/2009
A re-working of an old design is working wonders for footwear brand Bata in Africa.
Three weeks ago, Bata released 300 fresh pairs of Hair On, a variant of the Safari Boot, into the market to test the waters. The original version of the loose-fitting indigenous shoe with a rough finish came out in 1966 and still sells well in a number of countries, in and outside of Africa.
Bata feels that, in Kenya especially, the boot has become something of an icon. THe company's merchandising manager there, Agnes Murila, has told local media: "This is one of the products that have kept Bata Kenya afloat through the years. Anyone walking into any Bata Kenya outlet will easily notice the shoe."
From a factory in Limuru, Bata is now producing 18,000 pairs of Safari Boots for the local and international market every week. This year, the company is aiming to sell 800,000 pairs. The company is confident that the Hair On version, made, as the name suggests, from hair-on cowhide and featuring the natural colours of a cowhide, but otherwise the same as the original (including hand-stitching), will help it meet this target.
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