Brouges footwear: launching a Ghanian shoe brand

Jorge Fernandez Vidal

Informasi Umum

Kode

24.10.505

Klasifikasi

658.827 - Use of brands and trademarks, Business names, Producer and distributor brands

Jenis

Case Studies

Subjek

Brand

No. Rak

Dilihat

231 kali

Informasi Lainnya

Abstraksi

Eric Kyere founded Brouges in 2015, an African brand, with the objective of designing, manufacturing and selling great shoes. His original plan was to produce Brouges’ shoes in Africa, but had several problems with suppliers (e.g. poor quality, poor raw materials, etc.). Therefore, Brouges had to partner with a European manufacturer to produce its first batch of shoes. Shortly thereafter, Eric partnered with Michael Asare Bediako, a young Ghanaian investor and entrepreneur, who had advanced plans to build a shoemaking factory in Ghana. The factory was likely to open in early 2021, following major delays caused by the COVID-19 pandemic. This would be a major milestone for Brouges and a key step in Eric’s entrepreneurial journey. However, how can Eric and Brouges manage the challenge of growing and building a manufacturing and retail organization? How could they succeed where others had failed?