International shoe brand Bata has opened its first store in Ethiopia in Addis Ababa. The venture in Ethiopia is a franchise of the
Kenyan branch of the brand footwear.
Bata, in Ethiopia is owned by Habesha Cultural Center and Art Gallery plc owned by private investor Bedru Muzeyen. The local owner will the exclusive right to retail and distribute the Bata brand in Ethiopia and to utilize the business model used by the international company said a press release from Habesha Cultural Center and Art Gallery.
The term of the franchise agreement is designed for ten years explained Israel Getachew, Sales and Marketing Manager for the business.
The agreement allows the local operator to launch retail outlets in Ethiopia as well as supplying Bata products to retailers across the country he said.The company does its own manufacturing in Kenya at plant established in 1920 explained Andrew Duma, a Bata official from Kenya. Bata is unique in the sector because it offers a range of shoes for all income groups and style preferences he explained.
The company offers heavy duty shoes for factories, army regulation shoes, school uniforms and other special requirement footwear he said. Bata intends to market its products in Ethiopia at affordable prices according to Duma.
Source: Fortune
