Azadea Group announces franchise deal with Payless ShoeSource

Azadea Group, a premier fashion and lifestyle retail company, has announced a partnership which makes it the exclusive franchisee to establish a retail chain for Payless ShoeSource, the specialty family footwear retailer, in Ghana.

The partnership is aimed at leveraging Payless’ capabilities of creating a unique and delightful store experience through a trend-right product mix that appeals to the budget-conscious shopper, as well as Azadea’s established competencies in operating retail concepts in Africa.

“We are pleased to be joining forces with Payless and tapping into new emerging markets such as Ghana. With a competitive value pricing for popular styles of footwear and accessories, we trust that the Payless brand will appeal to a wide consumer base and provide our consumers with an exceptional shopping experience,” stated Said G. Daher, Chief Executive Officer of Azadea Group Holding SAL.

He said with this new partnership, Azadea Group further improves its proposition in the footwear segment by offering a wide range of fashionable, comfortable, high-quality and affordable footwear to Ghanaian consumers through Payless ShoeSource.

The CEO of Payless Holdings, Paul Jones, added: “I am excited about this partnership with Azadea Group, which shares our vision for the Payless brand and is a preeminent retail company in Ghana. A cornerstone of the Payless strategy is to expand into new markets and become the brand that resonates with consumers around the globe, and be the first choice for budget-conscious consumers who shop for shoes and accessories.

“Partnering with Azadea Group will further our vision of being the ‘go-to’ shoe store that shoppers anywhere in the world can count on to be there for them and for their families, helping them look good every step of the way.”

According to a statement from Azadea Group, Payless’ stores in Ghana will be positioned as the first choice for budget-conscious consumers in the shoes and accessories segment. The offerings will comprise a comprehensive range of shoes and accessories, including fashionable sandals, wedges, flats, canvas sneakers, boots, and handbags, all at great value prices, the statement said.

Payless stores also showcase an array of accessories such as socks, scarves, jewellery and hair items.

The stores feature brands including Airwalk, Dexter, Fioni, and designer label Christian Siriano for Payless.

Since its inception in 1978, the Azadea Group has grown a substantial chain of stores representing leading international brand names in fashion and accessories, food and beverage, home furnishing, sporting goods and multimedia. With over 10,000 employees, the company boasts a solid infrastructure overseeing more than 500 stores spread across 16 countries.

Payless has more than 4,400 stores in more than 35 countries and was founded in 1956 in Topeka, Kansas, in the United States, where its global headquarters remains today. Payless is a portfolio company of Golden Gate Capital and Blum Capital.

By Raphael Adjei Mensah | B&FT Online | Ghana