Alfarag Trading Plc, in business since 1932, has taken its retail a step further with a dedicated Adidas Store on Africa Avenue at Baher Building in front of Getu Commercial. The company says it spent 25 million Br on this store which sells original Adidas outfits for affordable prices as an executive distributor officially recognized by the German company – Adidas’s website, however, still indicates that it has no store in Ethiopia, and the company is yet to respond to emails Fortune sent.
As part of the deal with Adidas, which has 1,500 stores worldwide, Alfarag now will have to attend the biennial meetings Adidas holds with all executive distributors to verify, choose and import new products, says Ayderus Ayderus H. Farag, general manager.
“Our price is cheap compared to markets in Dubai and Europe,” says Ayderus. “Alfarag focuses on providing genuine Adidas products for customers. Lots of vendors supply forged products marked Adidas; the new brand store will avoid this problem.”
The store, located on the ground floor of the building, opened a month ago. Every thing in the store, including the lighting, the security systems, the fire protection system as well as the shelves and racks are all Adidas branded.
All commodities have security tags, which could only be removed by the sales people, for theft control.
Many kinds of sports, children’s and infant, and casual clothing, shoes and sports accessories are available in the store. There are written pointers above each commodity, stating, for example, ‘men’s training wear’, ‘women’s training wear’, ‘men’s running wear’, ‘women’s running wear’ and others. When a product is sold, it will be registered at the supplier from the Adidas Company, Ayderus says, as the store uses the Company’s barcode. The customer is allowed to change the size of the product they bought, but not the type, within one day.
All items are placed according to their category, children’s wear are put at the back, infants wear at front, shoes on the right side and clothes on the left side; sports accessories are at the back on the right side. Only left foot shoes are on display.
“Since the store began to work a month ago, we are still in the process of displaying the products,” says the store manager. “This is just the beginning; we will make it more standardized.”
Some of the prices include: Men’s shoes – 1,120 Br to 1,530 Br; women’s shoes – 1,120 Br to 3,180 Br; men’s shorts – 650 Br to 830 Br; swimming cap – 120 Br; bags – 670 Br to 780 Br; swimwear – 880 Br; slippers – 600 Br to 830 Br; jackets – 3050 Br to 3720 Br; children’s wear – 510 Br to 530 Br; socks – 200 Br to 270 Br; tracksuit – 1120 Br to 1530 Br and shirts – 540 Br to 900 Br.
Sizes for children and infants are prepared according to their age. Extra small for women and extra large for men are also available. Two-thirds and 3/8 shoes sizes are also available between each size, such as between size 40 and 41.
“Everything is available in the store; we could find clothes for our kids and for us as well,” says Elias, 27, a buyer. “This kind of brand store is good for getting original products.”
Some other sportswear stores sell Adidas products; it is sometimes impossible to differentiate originals from fake ones. The average price of the original shoes in those stores is: Men’s shoes – 2,400 Br to 3,400 Br; women’s shoes – 2700 Br to 3200 Br; swimming suits – 700 Br to 1,300 Br; bags – 1,700 Br to 2,750 Br; tracksuits – 2,300 Br to 3,500 Br and slippers – 800 Br to 1000 Br.
Alfarag imports cosmetics, stationary papers, apparels, bags, household items, sports materials, watches, clothes, shoes and other related items.
The Company exports spices, pulses, cereals, oilseeds, handcrafts, souvenirs and traditional clothes. It is one of the private companies with a duty free store in Ethiopia. It has 11 stores in total across Addis Abeba.
From Alfarag’s four duty free and seven duty paid stores in Addis Abeba, all duty free and two duty paid stores are located at the Bole International Airport, two duty paid stores at the Hilton Addis Hotel, two at Merkato and one in front of Millennium Hall.
Anwar Farag, managing director, told Fortune that Alfarag has worked as a distribution agent for the Adidas Company for the last 15 years. It used to import Adidas products and distribute them throughout its duty free and duty paid stores.
“With concern for the high demand of customers and the provision of original Adidas products, our company settled on opening its own Adidas brand store,” says Ayderus. “We recognise that consumers make purchase decisions based not only on brand but also on availability, convenience and breadth of the product offering.”
Adidas Group is a German multinational corporation that designs and manufactures sports shoes, clothing and accessories, based in Erzogenaurach, Bavaria, Germany. Adidas also produces other products, such as bags, shirts, watches, eyewear and other sports and related goods. It is the largest sportswear manufacturer in Europe and the second biggest in the world, after Nike.
Adidas was founded in 1949 by Adolf Dassler, following the split of Gebruder Dassler Schuhfabrik, which he had established with his older brother, Rudolf. Rudolf established Puma, which was the early rival of Adidas. Adidas and Puma are both still currently based in Germany.