Nakumatt unveils home furnishing brand

July 1, 2014
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The retailer has unveiled a line of home furnishing products aptly branded as Nakumatt Select in conjunction with Red Star International/CFM
The retailer has unveiled a line of home furnishing products aptly branded as Nakumatt Select in conjunction with Red Star International/CFM
NAIROBI, Kenya, Jul 1 – Nakumatt Holdings has invested Sh380 million in a home furnishing private brand, as it seeks to gain the market share of its private label.

The retailer has unveiled a line of home furnishing products aptly branded as Nakumatt Select in conjunction with Red Star International.

The new line will also feature a selection of locally sourced and manufactured premium textile products in coming months.

Nakumatt Holdings Managing Director Atul Shah says the new line has been undergoing a rigorous product development process for the last six months largely inspired by international trends and customer demands.

Shah says that among other products, Nakumatt Select will feature a range of towels, bed linens, rugs and carpets, blankets and throws, duvets, quilts and pillows.

Nakumatt Select will also include a variety of table linen, kitchen linen, curtains, accessories (laundry baskets, bath sets) and home decoration items (vases, candles, mirrors etc.).

The new line will also cater for the hospitality and institutional sector on a wholesale sales basis.

“There’s no denying that Nakumatt Select home products have been inspired by the overwhelming success of our Nakumatt Blue Label private brand,” Shah affirmed.

The retailer also plans to invest Sh115 million on Nakumatt Select departmental concept store at the Village Market Mall which will act as a retail showcase outlet alongside conventional retailing at all Nakumatt hypermarket stores.

Nakumatt Holdings made its move to private label in January 2013 with wide range of retail products that includes: household cleaners (bleach, scouring powder, disinfectants, window and tile cleaners), sugar, wheat flour (home baking, self-raising, whole meal and atta), maize flour and selected grains are now available on Nakumatt shelves regionally.

The retailer targets its private labels to account for 10 percent of their overall sales.

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