Meet Wandia Gichuru, the unstoppable force behind Vivo Activewear, a brand that has transformed Kenya’s fashion scene. With a clear vision and an unrelenting drive, Wandia made the bold leap from corporate life to entrepreneurship, creating a brand that empowers women and challenges industry norms. Her story is one of resilience, purpose and unwavering belief in her mission. Wandia is not just building a business—she’s reshaping an industry, showing what’s possible when passion meets execution.

Would you say that starting a business is like skydiving?

Not really. In skydiving, you expect it to be scary and have adrenaline because you’ve seen others do it. When we started Vivo, we didn’t know what to expect and therefore didn’t know what to be afraid of. Entrepreneurship is like jumping off and building a parachute on the way down. It is uncertain and lacks a playbook. I feel more anxiety about the business now than when I started due to the weight of responsibility and expectations as the business grows. Initially, there were no external expectations, but now the responsibility of having 450 employees and ensuring they get paid adds pressure. The constant cycle of ensuring financial stability and planning for the future keeps me on edge, indicating the ongoing challenges and lack of relaxation even during successful periods.

How did the transition from the corporate world to fashion happen?

I transitioned from the corporate world to fashion after working 17 years in corporate roles with organizations like the United Nations Development Program, the World Bank and UK Aid. After a brief break during which I trained and got accredited as a life coach, I decided to pursue a different path. We registered Vivo in 2010 and officially started the brand in 2011 with the opening of the first store.

What (fashion) mischief were you trying to cure?

Anne Marie my co-founder and I initially didn’t explicitly define the “mischief” we were trying to cure. We simply sought products for ourselves. We were transitioning out of corporate life and were active in fitness, wanting affordable accessories like dance sneakers and ballet tutus for our daughters. Unable to find these items at reasonable prices, we realized there might be a larger need. Without conducting market research, we started by ordering samples online to sell but found that customers wanted to touch and feel products. Despite our initial online sales being minimal This led us to open a physical store after finding an available space at the Junction Mall. Although there was a waiting list for the space we wanted, the uniqueness of our product offering made the management choose us over other potential tenants. This unexpected opportunity led us to quickly sign the lease, leaving us excited yet uncertain about the next steps to take.

Let’s talk about the opportunity to open a store in Atlanta USA. How did that happen?

The opportunity arose after receiving a lot of positive feedback from American customers and Kenyan expatriates who appreciated Vivo’s unique style, quality, and affordability. This prompted us to consider expanding to the U.S. In November 2022, I had a pivotal dinner with Richelieu Dennis, the entrepreneur behind the beauty products company SheaMoisture. He encouraged me to showcase Vivo at the Essence Festival. The festival, which draws 500,000 attendees annually, provided a perfect platform for Vivo to debut in the U.S., resulting in significant sales and positive reception.

Following this success, we continued exploring the U.S. market, leading to a series of pop-up events in Atlanta. Encouraged by the feedback and supported by the U.S. Embassy in Kenya, we decided to establish a permanent presence. In a rapid turn of events, we secured a lease for a store in Atlanta’s Atlantic Station just weeks before a state visit by President Ruto in May 2024. Since we didn’t have the time, we said let’s work with what we have, it just has to be good enough.

But the Atlanta store was different…you collaborated with other non-clothing businesses, right?

We made a strategic decision to include other female-led Kenyan brands in our U.S. store, such as Anjiru, This Is Essential, Ythera, Soko, and Ikwetta, which offer home decor, clothing, scents, jewellery and leather goods respectively. Our goal was to find brands that complemented Vivo’s products, were already U.S.-ready and were run by women. It wasn’t just about product diversity; we also trusted these entrepreneurs, especially given the short timelines for the launch. Venturing into the U.S. was the scariest thing I’ve ever done—the market is unfamiliar, and the stakes are much higher. But despite the challenges, having reliable partners has been crucial in making this expansion a success.

How does Wandia unplug?

When it comes to unplugging, I find it difficult to truly disconnect, even when I’m away. My favourite place is Galu Beach in Ukunda. However, I only really unplug when I’m in a conservancy or game park, like in Laikipia, where there’s no sign of the modern world. That takes me to a different place mentally, where I can feel like I’m alone with nature. The idea of a silent retreat also intrigues me, even though it scares me. We’re so addicted to our phones, to this dopamine hit that comes with checking your social media. I would love to experience such a retreat one day, where I could disconnect completely and just be with my thoughts.

This conversation reveals the resilience and boldness behind Wandia Gichuru’s journey, from leaving the corporate world to building Vivo Activewear into a leading Kenyan fashion brand. Wandia’s story is a testament to the power of passion, adaptability and collaboration. To delve deeper into Wandia Gichuru’s fascinating journey to build one of Kenya’s leading fashion enterprises, be sure to watch the full interview on our YouTube channel. Discover the full range of questions and enjoy the interesting stories from one of Kenya’s most influential entrepreneurs…