James Muchiri started selling clothes in 2008 with just KSh3,000. He began with second-hand garments(mitumba) in a small shop, hoping to make a living from the business.
Today, his clothing brand, Wajose Smartwear, has expanded beyond Nakuru, with outlets in several Kenyan towns and a workforce that has grown from just three employees to hundreds.
Muchiri, popularly known as Wajose, built the business by paying attention to what customers wanted and using the proceeds to expand his stock and operations.
His journey took a new turn in 2025 when he opened a Wajose Smartwear main shop in Eldoret City.
The launch was attended by Kapsaret MP Oscar Sudi, Uasin Gishu Governor Jonathan Bii, Rift Valley MP Joseph Wainaina and local ward representatives.
The expansion added to the story of a trader who started with little capital but gradually built a clothing business serving customers across Kenya.
How KSh3,000 Got James Muchiri Started
Muchiri began selling second-hand clothes in 2008 from a small makeshift shop. With only KSh3,000 to invest, he had to make careful choices about the stock he bought and the customers he wanted to serve.
As he interacted with shoppers, he noticed that some were looking for new undergarments and tops rather than second-hand garments.
“This insight prompted me to open a new shop introducing new clothing items to my collection, which instantly resonated with customers and outdid the sales of second-hand garments,” Muchiri said in a past interview.
He decided to introduce the new items alongside his existing stock. The move paid off: the new clothes attracted customers and outsold the second-hand garments, according to an earlier interview with Mtaa Wangu.
That change helped Muchiri identify a market beyond the one he had initially targeted. Instead of relying on one clothing category, he began offering customers more options.
The Nakuru Shop That Opened New Opportunities
In 2010, Muchiri opened a shop near Nakuru’s busy Wakulima Market, where he continued selling both new and second-hand clothes.
The approach let him serve customers with different budgets while reinvesting profits into the business.
As the business grew, he leased the first floor of his flagship store and ventured into wholesale trading.
He invested KSh200,000 in the new operation, shifting from selling clothes directly to shoppers to supplying the wider market.
Wholesale trading gave him another way to grow the business, while the retail shops continued serving individual customers.
What started with a few thousand shillings gradually took shape into a larger clothing enterprise.
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From Three Employees to Hundreds and the KSh10 Million Loss During COVID-19
Wajose Smartwear’s growth has also increased the number of people working for the business.
The enterprise began with three employees. An earlier 2023 account of Muchiri’s journey reported that the company had opened six outlets in Nakuru, employing a combined workforce of 280 people.
Growth did not come without setbacks. In 2020, the COVID-19 pandemic disrupted businesses across Kenya, and clothing retailers were among those affected by restrictions that reduced movement and customer traffic.
For Wajose Smartwear, fewer people visiting physical shops translated into a major financial loss.
In an earlier interview with Mtaa Wangu, Muchiri said the business lost KSh10 million during the pandemic.
The company responded by strengthening its online presence and adjusting its operations to reach customers who could not easily visit its stores.
The experience came at a difficult time for the business, but it also pushed the retailer to explore ways to sell its products beyond its physical outlets.
For a clothing business that depends on in-store visits, reaching customers remotely became a key part of responding to the disruption.
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Expanding Beyond Nakuru
Nakuru remains the starting point of Muchiri’s business story, but Wajose Smartwear has expanded into other markets.
The business has since expanded to other towns, including Eldoret, Kericho, Bungoma, and Kakamega.
Its branches put the brand within reach of customers who would otherwise have to shop elsewhere for its products.
Each new location also brings its own demands. Clothing retailers must keep up with fashion trends, stock the items customers want, compete with other sellers, and manage operating costs.
Wajose Smartwear stocks a wide range of products beyond clothing, offering fashion items and household essentials under one roof.
Its merchandise includes clothes for adults and babies, shoes, jerseys, bags and handbags. The retailer also sells bedding and home furnishings, including mattresses, duvets, carpets, and floor mats, giving shoppers a wide range of choices.
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