How to Start and Succeed in the Shoe Business in Kenya.

March 17, 2025
Business Ideas

The shoe business in Kenya is both lucrative and competitive, attracting many entrepreneurs who are making good money. The demand for quality footwear remains high, and with the right strategy, you can carve out a profitable niche in this industry.

Statistics show that selling women’s shoes tends to be more profitable than men’s or children’s shoes, as they move faster. Additionally, the rise of bulk imports in Eastleigh has made shoe retailing even more accessible and cost-effective.

Why Start a Shoe Business in Kenya?

  • High Demand: Shoes are essential commodities with a consistent market.
  • Profitability: Daily profits can range from Ksh 2,000 to Ksh 15,000 depending on your location and stock.
  • Diverse Market: You can specialize in new shoes, second-hand (mitumba) shoes, sports footwear, or designer brands.
  • Scalability: Start small and grow, just like successful entrepreneurs who began with as little as Ksh 7,000 and later expanded to imports.

Steps to Start a Shoe Business

1. Choose Your Niche

The shoe market is diverse, and selecting a niche helps in targeting the right customers. Options include:

  • Women’s shoes – Heels, sandals, flats, and sneakers (high demand).
  • Men’s shoes – Office wear, casual sneakers, and boots.
  • Children’s shoes – School shoes, sandals, and casual footwear.
  • Second-hand (Mitumba) shoes – Affordable and highly profitable.
  • Sports shoes – Running shoes, football boots, and gym sneakers.
  • Designer brands – Targeting high-end customers.
  • Locally made shoes – Leather sandals and Maasai shoes.

Choosing a niche depends on market demand, competition, and your budget.

2. Identify a Strategic Location

A good location ensures a steady flow of customers. Some of the best areas in Nairobi for a shoe business include:

  • Busy estates: Githurai, Embakasi, Donholm, Kawangware, South B, Kitengela.
  • Markets & malls: Gikomba, Muthurwa, Kamukunji, Eastleigh stalls.
  • City center (CBD): Moi Avenue, Tom Mboya Street, Ronald Ngala Street.
  • Universities & colleges: Target students looking for trendy and affordable shoes.

If you choose to sell online, invest in high-quality product photos and efficient delivery services.

3. Determine Startup Costs

Your capital depends on the scale of your business. Estimated costs include:

  • Second-hand street selling: Ksh 20,000 – 50,000
  • Small shop in an estate: Ksh 100,000 – 200,000
  • Shoe shop in Nairobi CBD: Ksh 200,000 – 500,000+
    • Goodwill: Ksh 150,000+ (for prime locations)
    • Monthly rent: Ksh 40,000+

If you have limited capital, start small and reinvest profits to grow your business.

4. Register Your Business

To operate legally, ensure you have the following:

  • Business Name Registration via eCitizen (Registrar of Companies).
  • County Business Permit: Ksh 15,000 – 30,000 annually.
  • KRA PIN: For tax compliance.
  • Import License (if needed).

This ensures smooth operations and builds trust with suppliers and customers.

Where to Source Your Shoes

Getting affordable stock is key to making profits. Consider these options:

  • Gikomba & Muthurwa: Best for second-hand (mitumba) shoes.
  • Eastleigh & Kamukunji: Wholesale new shoes at competitive prices.
  • Direct Importation: China, Turkey, and Dubai offer cheaper rates.
  • Local Shoemakers: Handmade leather sandals and custom designs.

To succeed, buy quality shoes at good prices to maximize profit margins.

Pricing Strategy

Setting the right price ensures profitability. Examples include:

  • Mitumba shoes: Ksh 300 – 1,500
  • Casual & sports shoes: Ksh 1,000 – 5,000
  • Designer brands: Ksh 5,000+

Offer promotions and discounts to attract repeat customers.

Marketing Your Shoe Business

To attract customers, use a mix of online and offline marketing:

  • Social Media: Facebook, Instagram, TikTok, and WhatsApp Business.
  • Word of Mouth: Encourage referrals from satisfied customers.
  • Influencer Marketing: Work with fashion influencers to boost sales.
  • Google My Business: Helps customers find your shop online.
  • Posters & Flyers: Distribute in malls, supermarkets, and busy streets.

A combination of digital and offline marketing will increase visibility and drive sales.

Success Story: Faith Kithome’s Journey

After struggling to find a job, Faith Kithome ventured into the shoe business in Kahawa Wendani, targeting university students. She started small, selling women’s shoes due to their fast-moving nature.

Her online sales increased, but delivering orders meant closing her shop, leading to lost sales. She later relocated to Nairobi CBD, where she could serve more clients. The move boosted her sales, and she now plans to expand her business.

Hellen Wangui, founder of Helwas Men’s Collection, started with Ksh 7,000 and grew her business by reinvesting profits. Initially sourcing shoes from Kamukunji, she later expanded to importing stock, proving that you can start small and scale up.

Business Lessons from Successful Entrepreneurs:

  • Start with what you have and grow steadily.
  • Stock only fast-moving shoes to avoid dead stock.
  • Use profits to expand, instead of taking unnecessary loans.
  • Adapt to customer needs and be willing to relocate for better sales.

Final Thoughts

Starting a shoe business in Kenya is affordable, scalable, and highly profitable. By choosing the right niche, sourcing quality shoes, and marketing effectively, you can build a successful business.

🚀 Start today and step into the world of profits!

Managing Your Business Finances with Pesabook

Tracking sales and expenses is essential for growth. Pesabook helps you:

  • Monitor daily sales and profits.
  • Record customer orders and payments.
  • Automate salary payments for employees.
  • Send bulk SMS promotions to customers.
  • Access real-time reports on business performance.

Pesabook makes managing your shoe business easy and stress-free.

Get started