Wandia Gichuru: Redefining Kenyan Fashion and Empowering Entrepreneurs through Vivo Fashion Group

:Revolutionizing Kenyan Fashion and Empowering Entrepreneurs through Innovation and Resilience

By Charles Wachira

Wandia Gichuru, Co-Founder and CEO of Vivo Fashion Group, has become a trailblazer in East Africa’s fashion scene. From its modest beginnings as an online business launched in 2011, Vivo has blossomed into one of the region’s fastest-growing fashion companies, with 30 stores across Kenya, Rwanda, Uganda, and even an international footprint with the opening of its U.S. store at Atlanta’s Atlantic Station Mall in May 2024.

The foundation of Vivo Fashion Group was driven by Gichuru’s sharp awareness of the gap in Kenya’s market for stylish, comfortable, and affordable women’s clothing that catered to local body types and tastes.

 “We had no idea going in that we were solving a problem,” she says, reflecting on Vivo’s early days. “Most clothing sold in Kenya isn’t made for Kenyan women. A lot of it is secondhand or designed for Western body types, so women would have to buy clothes and modify them. We realized we needed to make clothes specifically for our market.”

Initially, customers came to her house to try on clothes. As demand soared, she and her co-founder signed their first retail lease in a Nairobi mall, a move that catapulted the business into mainstream success.

 Today, Vivo’s success includes three distinctive brands—Vivo Woman, Safari, and Zoya—and Shop Zetu, an e-commerce platform launched in 2020 that has become a haven for local and international fashion and beauty brands, hosting over 300 names.

Challenges and Resilience in the Face of Adversity

Despite Vivo’s expansion and Gichuru’s success as a business leader, the journey was not without its hurdles. The COVID-19 pandemic brought one of the biggest challenges Gichuru had ever encountered. With revenues dropping by 80%, the survival of her business and the livelihoods of her 200 employees were at stake.

 “Kenya doesn’t have a welfare system or the kind of government support that businesses get in other countries,” she explains. “We had to find a way to keep our people paid. That’s when we pivoted to making masks.”

Vivo’s production line shifted almost overnight to produce over a million masks, primarily bulk orders for companies. “We weren’t making much money, but we had revenue, and it saved us. That period reminded me that in business, you have to be prepared to adapt to whatever comes your way,” she shares.

Qualities Needed for Success

Gichuru’s experience has taught her invaluable lessons on what it takes to thrive as an entrepreneur.

 “Resilience is key,” she asserts. “If you’re going to succeed, you must be prepared to fail and keep moving forward. There were so many times in the early years where things weren’t working, but you have to stay flexible and open to new ideas.”

She also emphasizes the importance of passion and purpose.

 “It’s not just about the money; it’s about the impact you make. When I started Vivo, I didn’t want to just sell clothes, I wanted to create something meaningful. Fashion for me is a platform to create jobs, develop local talent, and build an industry that’s sustainable. If you’re not driven by a sense of purpose, it’s very hard to keep going when things get tough.”

Inspiring Future Entrepreneurs

Mentoring and supporting other women entrepreneurs has become a significant part of Gichuru’s mission. As a former judge on the Kenyan version of Shark Tank, she often found herself encouraging women to step into the spotlight.

 “In our culture, women can sometimes be hesitant to show their success because they don’t want to overshadow their husbands or families. I felt it was important for a woman to be represented on that show, to inspire others to take a leap into entrepreneurship,” she says.

Through her work with Shop Zetu and Vivo, Gichuru continues to empower women by offering a platform for African brands to flourish.

 “What excites me now is being able to help other entrepreneurs grow their businesses. We’re still struggling with many barriers in Africa, but unless people see someone trying and succeeding, it’s hard to imagine what’s possible,” she notes.

Role Models and Influences

Wandia’s entrepreneurial spirit is deeply rooted in her upbringing. Born in Canada to Kenyan parents, her father’s work as a civil servant influenced her view on economic development.

 “My dad was a big influence. He was always thinking about how to improve the systems in our country, and that stuck with me,” she recalls.

However, when it comes to role models in her business journey, she looks up to Oprah Winfrey.

 “Oprah has built a global brand that’s focused on empowering others. Her resilience and ability to maintain her values while building something so impactful has always inspired me.”

Looking Forward

Gichuru remains passionate about reshaping the way the world views Africa.

 “There is so much talent and creativity here, and yet we’re often overlooked.

 I’m driven by a desire to build African brands that can compete globally. Vivo’s expansion into the U.S. is just the beginning,” she says with determination. 

Beyond Vivo, Gichuru sees her role as a changemaker in developing opportunities and transforming lives through fashion.

 “I’m proud to show that local fashion is viable and that it can be an engine for economic development. I hope to continue creating spaces for young people to build their dreams, especially in a country where unemployment is so high.”

With her eyes set on more growth, both locally and internationally, Wandia Gichuru is a testament to the power of purpose-driven entrepreneurship. Her story is not only one of personal success but also a blueprint for uplifting others through innovation, persistence, and community empowerment.

Keywords:Wandia Gichuru: Kenyan fashion: Vivo Fashion Group: Women entrepreneurs: African fashion industry