A Bold Beginning
Thirteen years ago, a few boxes of clothes in a Nairobi living room marked the humble beginnings of what would become one of East Africa’s biggest fashion brands — Vivo Fashion Group.
Co-founded by Wandia Gichuru, Vivo started as an online shop selling dance and fitness wear. But customers wanted to try before they buy, and soon Gichuru’s home turned into a makeshift fitting room. “My daughters asked, ‘What happened to our living room?’” she recalls with a laugh. That moment convinced her it was time to open a physical store.
Taking a leap of faith, Gichuru and her partner rented space in a Nairobi mall — and the shop was an instant hit. Within a few years, Vivo grew from one store to seven, and later to 25 stores across Kenya, Rwanda, and Uganda.
Creating a Brand Made in Kenya, for Kenyan Women
At the time, most clothes sold in Kenya were imported, often secondhand or designed for Western body types. Local women struggled to find clothing that truly fit them. Gichuru spotted the gap and decided to make her own clothes — comfortable, stylish, and made for African women.
But this shift wasn’t easy. Without a fashion background, she had to learn fast — hiring designers, tailors, and pattern makers, and finding reliable fabric sources. “It was chaos,” she admits. “Sometimes I’d meet someone for coffee and hire them on the spot!”
By 2015, Vivo was earning over $1 million in annual revenue, yet Gichuru still felt she needed a clearer direction.
A Turning Point with Stanford Seed
In search of guidance, she joined the Stanford Seed Transformation Program, a leadership course for African entrepreneurs. There, she learned how to scale her business sustainably and focus not only on profits but also on impact.
“Seed helped me see that success is not just about money. It’s about transforming lives — creating jobs and opportunities that give people dignity,” she says.
Surviving the COVID-19 Crisis
When the pandemic hit, Vivo’s revenue dropped by 80%. With 200 employees and no government relief, Gichuru faced a tough choice. Her solution was bold — she repurposed her production line to make face masks.
In 2020 alone, Vivo produced over one million masks, most of them custom-branded for companies. “We didn’t make much profit,” she recalls, “but it kept us afloat and our staff paid.”
Expanding Beyond Fashion
Post-pandemic, Gichuru revived her growth plan and strengthened her board and investor network. She also launched Shop Zetu, an online marketplace connecting local fashion brands with digital shoppers.
Her leadership and innovation later earned her a spot as a judge on the Kenyan version of Shark Tank. “At first, I doubted myself,” she says. “But I realized women need to be seen in those spaces. If I had to fake it to make it, I would — just to show that it’s possible.”
Purpose Beyond Profit
For Gichuru, fashion is more than just business — it’s about empowerment. “Unemployment in Kenya is around 40%, mostly young people. If we can create jobs, we give people dignity,” she says.
Her vision now goes beyond Vivo: to help more women entrepreneurs start and grow their own businesses across Africa.
“I want to prove that African fashion can compete globally,” she adds. “We can build world-class brands right here at home.”
Key Takeaway
Wandia Gichuru’s journey from a living room startup to a regional fashion powerhouse proves that vision, courage, and purpose can turn even the smallest idea into a movement — one that empowers a continent, one stitch at a time.
