Following a successful second edition of the BATA Fashion Weekend in Milan , Bata continued with its new fashion tradition and this week hosted 4th Generation and CMO BATA Mr. Thomas Archer in Nairobi.

This Year’s theme is “The Sound of Style”, featuring an engaging combination of music, design and craftsmanship something Mr. Thomas is keen on spreading during his trip.

Born in Toronto, Canada and raised between the UK and Switzerland, he holds an MA in political science from the University of Edinburgh.

He also has a passion for people and innovation which are the main areas of focus in driving his business agenda as well his personal interests.

He was here to continue with the glam and cheer which started in Milan as the brand gears itself to create more awareness on BATA Red Label in the country.

Bata Red Label, designed and developed jointly between Bata and the Aldo Group combines the latest fashions with comfort and affordable prices.

Designed in North America by the ALDO Group, and inspired by styles seen on the streets of New York and London, Red Labels delivers new trends such as floral patterns and bold bright colors to the Bata collection. With highly fashionable product range at accessible price, the collection is aimed at consumers who want to look and feel young and are never satisfied with the content of their closet. The collection will have a consistent flow of new products that will be constantly changing – so better pick up the pair you like before it’s gone!

“Sexy comfort at an affordable price is one of our main goals with this collection. Everyone should be able to express their character through their looks, and our new Red Label collection is exactly about this, about democratizing beauty and style,” says, Keziah Kabutu, Advertising Manager at Bata.

Bata teamed up with Aldo, as both companies believe there was an opening in the market between their traditional segments: Aldo, a global leader in bringing trends quickly to market, and Bata delivering Comfort and Great Value.

“Our Bata Team worked closely with ALDO to develop and design a strong offering based current trends from all over the world. We are very proud of this fresh and distinctive collection of products for both men and women. With Bata Red Label we’ve delivered the utmost fashion experience for our customers,” adds Bata’s Brand Manager Marcos Canovas Barbe.

The red color chosen to represent the collection is based on the values of the Bata brand and its heritage. Thomas Archer Bata, Bata’s CMO stresses: “For over 120 years, the red color has represented Bata and is as much a part of today as it was when we got going. We have always strived to get our consumers what they want and go beyond this. Red Label is the embodiment of our efforts.”

“We have a great deal of respect for the Bata organization, and are very excited with the potential of this global partnership for both organizations. Our teams worked closely on design and trend, and together we have delivered a very relevant Red Label collection” says Jonathan Frankel, SVP ALDO Product Services.

The Red Label collection will support Bata in connecting a new generation of customers, with a wide array of trends, styles and designs. “Whilst Bata might be trusted and loved, it has not always been on the cutting edge of trends. With Red Label, we want to address a young generation that grew up with us, by giving them want they want – today,” concludes Thomas Archer Bata.

The collection is available in the below participating stores in Kenya:

  • Bata Hilton
  • Bata Muindi Mbingu
  • Bata Sarit
  • Bata Two Rivers
  • Bata Galleria
  • Bata Garden City
  • Bata Junction
  • Bata Westgate
  • Bata Village Market