2. How Keedo Kids Clothing became an international sensation
“We’ve always believed in diversifying the number of export destinations we do business with.”
Vital Stats:
- Nelia Annandale and David Roberston founded Keedo in 1994.
When Nelia Annandale and David Roberston launched Keedo Kids Clothing in 1994, their target was the international market, so they paid close attention to legislation that would help them get a foot in the door.
This was how they were quick to benefit from the African Growth and Opportunity Act (AGOA), implemented in 2000 and designed to assist African-made products to enter the US duty free.
AGOA was just one avenue though. “We’ve always believed in diversifying the number of export destinations we do business with,” says Annandale.
“Legislation changes, exchange rate fluctuations and seasonal tastes can all impact your business, and we believe in spreading our risk.”
For the European market, Annandale runs international buying conferences twice a year in Amsterdam. She attends a number of trade shows and retail stores leading up to the conferences and invites interested parties.
Today, Keedo exports to 22 countries, most of these in Europe and Africa.
Top Lesson:
“By hosting our own buying conferences that generate more buy-in from our customers. I don’t only use the time to showcase the clothing we make, but to share our story.
“Many of our customers are mothers themselves who take an interest in how the product is produced and by whom. The local jobs we provide are a story we love to share, but we also support a number of charities.