NexCen Brands Inc. on Wednesday debuted its first of three planned TAF franchises in Africa.
The newest store for TAF, formerly known as The Athlete’s Foot, is located in Game City Mall in Gaborone, Botswana. Two others are planned for Botswana and Namibia over the next 10 years.
NexCen, which acquired TAF in 2006, now has franchises for the chain in more than 30 countries. Last month, the company bowed a store in the Middle East, in Habtoor Grand Mall in Beirut.
Kenneth Hall, CEO of NexCen, said in statement, “Our team remains focused on securing agreements with franchisees that understand and recognize the best opportunities to penetrate emerging markets, including those in Africa, and to ‘export’ the brand equity that we have created domestically.”
Hall launched a global rebranding initiative for the 37-year-old Athlete’s Foot brand in 2007, which has included modernizing the company’s logo, updating its merchandising system, creating a new in-store design and launching an urban fashion boutique concept known as TAF UP.