Kenyan entrepreneur Wandia Gichuru is a trailblazer in the fashion industry, setting the standard for innovation and ethical fashion. The co-founder and CEO of Vivo Fashion Group, Wandia is a formidable force in business, and her contributions towards made-in-Kenya and East African products in fashion are transformative, elevating local craftsmanship and promoting sustainability.
The fashionpreneur was recently named in the Forbes Magazine 50 over 50 women: Global 2025 list, which highlights the accomplishments of women over the age of 50 who have made significant strides in their respective fields ranging from business, innovation, leadership, to social impact.
“Woke up to the incredible news that I’ve been included in Forbes’ 50 over 50: Global 2025 list – where they list 50 women over the age of 50 that they consider to be doing important work. Thank you, Forbes,” announced Wandia on her social media platforms.
The 57-year-old started her career in 1993 as a project coordinator at the Kenya Wildlife Service (KWS) before advancing to the role of operations analyst at the World Bank, based in Nairobi, Kenya.
The 57-year-old started her career as a project coordinator at the Kenya Wildlife Service (KWS) before advancing to the role of operations analyst at the World Bank, based in Nairobi, Kenya.
Wandia has always had a passion for fashion, and together with her business partner, they spotted an available space in a Nairobi mall. Despite their lack of experience, they took the plunge and signed a lease to open their first retail store for the Vivo fashion brand.
Her initial merchandise consisted of imported leisure wear for women at affordable prices. However, she soon shifted to producing the line locally, a decision that significantly propelled the success of her venture.
What started as a two-person store in Nairobi in 2011 has grown into a prominent fashion group, with an e-commerce platform (Shop Zetu) and 29 physical stores across the African continent.
In 2024, Gichuru expanded her reach by opening her first shop in the U.S.—a storefront in Atlanta, Georgia. Kenyan President William Ruto attended the ribbon-cutting ceremony, praising Vivo as “East Africa’s largest fashion brand.”
“It is a HUGE honour – and I am also very much aware that the only reason for this recognition is the important work that Vivo and Shop Zetu are doing and the impact we are having in the African fashion industry and beyond,” she noted in her post.
Forbes recognized Gichuru for her commitment to using her business to create financial opportunities for others, as 100% of Vivo’s designing and manufacturing is done in Kenya.
“In a part of the world where there is so much unemployment, we need to see the potential of this industry to create more jobs,” the publication quoted the businesswoman.
Expressing her gratitude for the recognition, Wandia lauded her team and staff members who are an integral part of Vivo’s success story.
“Our team of almost 500 staff. Our customer base of over 100,000 customers. Our suppliers. Our partners. Our friends. Our advisers. Our investors. Our worthy rivals. Our cheerleaders. And yes – even our haters! Every single one of you plays a critical part of our growth and our learning, and for that we are deeply grateful,” she noted.
Other Kenyan brands like Anjiru merchandise, Ikwetta leather apparel, Soko jewellery, and Ythera Beauty collaborate with Vivo and are retailed at the fashion line’s stores.
