Yiwu Selection: Nairobi store bringing Chinese brands closer to Kenyan consumers

Customers shop at Yiwu Selection store in Nairobi, Kenya, on Aug 29, 2025. [Xinhua]

Yiwu Selection, a brand export collection store, officially opened in Nairobi, Kenya's capital, on Friday, introducing high-quality and affordable Chinese products to local shoppers.

Yiwu, a county-level city in east China's Zhejiang Province, is a global hub for consumer goods manufacturing, known for offering products that combine quality with affordability.

The Nairobi outlet, the first Yiwu Selection store in Africa, was located at China Square, a sprawling shopping complex in Waterfront Mall in the city's southwestern suburbs. It mainly stocks female products such as cosmetics, designer clothing, beachwear, and household appliances.

More than 20 Yiwu brands are already on the shelves, covering categories such as household items, digital accessories, and fashion jewelry.

Speaking at the launch, Shao Chunhong, vice mayor of Yiwu, said that the high-quality and affordable Yiwu products are well-suited to the African market, and the opening of the store aligns with China's broader commitment to deepen economic and trade ties with Africa.

Customers shop at Yiwu Selection store in Nairobi, Kenya, on Aug 29, 2025. [Xinhua]

Olivia Rachier, general manager for Legal and Corporate Affairs at the Kenya Investment Authority, welcomed the move as a milestone, saying that Kenya welcomes Chinese investment across a wide range of sectors.

Kenya has enjoyed macroeconomic stability, is endowed with a young and skilled workforce, has a sophisticated financial system, and is strategically located as a gateway for East Africa, offering vast opportunities to foreign investors, including those from China, Rachier said.

"We see great potential for Chinese investors to partner with us in manufacturing and industrialization, to establish industries in the economic zones, to drive exports into Africa and beyond," Rachier added.

Yuan Ying, general manager of Yiwu China Commodities City Overseas Investment Development Co., Ltd., said that the Nairobi store will help deliver brands that resonate with local consumers.

"We have a very good partner here in China Square, and I believe we will bring more goods, more brands to Africa, including daily consumer goods like ornaments, clothes, perfumes, necklaces for female clients," said Yuan.

Cheng Lei, managing director of China Square, said the new store will ensure Yiwu products are easily accessible to local consumers. He added that China Square plans to explore franchising arrangements with Kenyan retailers to expand the distribution of Yiwu products tailored for women aged 25 to 55.