Woolworths Doubles Down in Kenya

The South African retailer is expanding its beauty category in Kenya, and will stock in its Nairoby stores, brands like Fenty Beauty, Chanel Fragrances, Estee Lauder Beauty, and its own WBeauty line. This move follows a similar category expansion in Namibia and Botswana.

This follows the opening of Woolworths Beauty first standalone store in Cape Town in September 2024.

The beauty category has doubled revenue in the last two years, reaching sales for 1 billion rand, or USD 58 million. Furthermore, the category in expected to keep growing by more than 100% in the next couple of years.

Woolworths has more than 70 stores across 10 African markets, and, collectively, the stores outside its home market are growing faster than those in South Africa. Growth is primarily fueled by fashion, and international sales now contribute as much as 20% of FBH (Fashion, Beauty, and Home.)

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