Pep, the South African apparel and household consumer goods chain is continuing its fast growth plan for the country. According to reliable sources, Pep intends to open five new stores in the country in November alone. Between August and September,2012,Pep opened at least six stores in the country. Four are located in Lagos which is the country’s commercial capital at Festac Town, Central Lagos(Broad Street) ,Iyana Ipaja and Mile 12.The chain also opened one outlet at Ibadan, a sprawling city about 120 kilometres from Lagos, which once had the reputation as Africa’s largest city.
Since early in the year, Pep had vowed to open 350 stores in Nigeria in two years. The first store opened in July at Surulere, Lagos .Pep subsequently added outlets in Ikeja ,Festac town ,Iyana Ipaja, among others. Pep which stocks low-priced but well-made products is targeting low –to-middle income Nigerians. Therefore, the apparel chain has indicated a preference for locating its stores at high density population areas.
Its launch at Surulere—a middle income Lagos suburb in July was a big success .While the launch of the more recent store at iyana Ipaja,a high density, low income area has also record success. Pep general manager, John Contradi who shuttles between Johannesburg and Lagos and oversees the Pep Nigerian foray says of the recent Pep opening at Iyana Ipaja, Lagos :”Business has been good.”
To get visitors in ,Pep engaged the services of Mobile advertising agency, Admobile. Mobile billboards carrying Pep massages have recently gone round Iyana Ipana aiming to attract people to come through the Pep door.
