Wandia Gichuru’s Vivo Fashion Group is changing the African fashion landscape—one locally inspired, globally styled collection at a time.
From Modest Startup to Fashion Powerhouse
Wandia Gichuru, Co-Founder and CEO of Vivo Fashion Group, has emerged as a leader in East Africa’s growing fashion industry. What began in 2011 as a home-based clothing line has grown into one of the region’s most recognized fashion brands—with 30 stores across Kenya, Rwanda, and Uganda, and a recent expansion into the U.S., including a flagship store at Atlantic Station Mall in Atlanta.
Her goal was simple: create stylish, comfortable, and affordable clothes designed specifically for African women.
“Most clothing sold in Kenya isn’t made for Kenyan women,” Gichuru explains. “We saw the gap and decided to fill it.”
Purpose-Driven Fashion for Local Needs
Vivo Fashion Group offers three key brands tailored for different audiences:
- Vivo Woman – Casual and professional wear
- Safari – Travel-inspired and functional fashion
- Zoya – Youthful, bold designs
To support more African entrepreneurs, Gichuru also launched Shop Zetu in 2020—an e-commerce platform that now hosts 300+ African fashion and beauty brands.
Want to know more about other successful Kenyan brands? Explore our feature on African women entrepreneurs.
Resilience in Crisis: The COVID-19 Pivot
Like many businesses, Vivo faced a major crisis during the COVID-19 pandemic. Sales plunged by 80%, threatening jobs across the company.
Without government subsidies or a welfare system, Gichuru acted quickly. She shifted production to reusable cloth masks—over a million made and sold.
“It wasn’t profitable,” she recalls, “but it kept us afloat and saved jobs.”
This adaptability not only sustained the company—it reinforced Vivo’s role as a community-driven business.
Why Passion and Purpose Matter
Gichuru believes that resilience, flexibility, and meaningful work are essential for any entrepreneur.
“You can’t just chase profits. You have to believe in what you’re doing.”
Her mission was never just about selling clothes—it was about building an industry, creating jobs, and championing African talent.
Inspiring the Next Generation of Entrepreneurs
As a former judge on Shark Tank Kenya, Gichuru became a mentor for aspiring business owners, especially women.
“Women often downplay their success,” she says. “I wanted them to see that it’s okay to own your power.”
Through Vivo and Shop Zetu, she continues to help others succeed, opening doors for new designers and entrepreneurs.
The Global Stage Awaits
Wandia Gichuru’s next chapter is focused on international growth. With Vivo’s U.S. debut in 2024, she’s determined to prove that African fashion belongs on the global runway.
“There’s so much creativity in Africa. It’s time the world noticed.”
Her journey—from home-based sales to international storefronts—demonstrates the power of purpose-led business and the resilience needed to thrive in Africa’s tough business environment.
Want More?
- Meet Chebet Ng’ok of Harriet Botanicals
- Learn how Margaret Nyamumbo is disrupting the coffee industry
- Discover Africa’s rising fashion e-commerce platforms