British home appliances brand, Binatone has entered the Kenyan market targeting growing middle class with a wide range of products as it banks on online shops to drive up sales.
The range of products unveiled in Nairobi this morning, include kitchen appliances, garment care, personal care, home cleaning and its solar powered fans.
Binatone has sold and distributed its products in Africa for over 40 plus years, however, this is the first time is making its maiden entry into Kenya and would use it as a gateway to East African market.
Its products would be exclusively sold via online shopping site, Jumia Kenya.
Binatone CEO Sunil Lalvani said, “. We have a significant presence in West and central African and we look at Kenya as a gateway to establishing ourselves in East Africa as well.”
Building on the collective strengths of quality design, performance and affordability, the company hopes to tap into the country’s young and robust tech savvy generation whose median age of 19 years is either joining the workforce or establishing an independent family life merging with the ballooning middle class that currently accounts for 45 percent of the total population.
“We are excited to partner with Binatone in their debut in Kenya to provide consumers with high quality and affordable products on a single platform through which they can sample, order and have Binatone’s products delivered to them anywhere in Kenya.”
Parinaz Firozi, MD Jumia Kenya said.