The Hub Karen Mall has welcomed its newest retail anchor as Chinese menswear powerhouse Helian Fashion Brands (HLA Group) officially launches its first store in Kenya, marking the brand’s bold entry into the African market.

Located on the upper ground floor of The Hub Karen, the new HLA outlet brings to Nairobi its signature blend of internationally recognised style and accessible menswear.

The store showcases the latest seasonal collections, from casual wear to formal attire, all crafted with a commitment to high-quality design and modern aesthetics.

Management at HLA expressed its enthusiasm for the expansion.

“We are delighted to open our doors at The Hub Karen, one of Nairobi’s premier lifestyle destinations,” Ronnie Wee, HLA Manager, Advertising & Promotions, said.

“Our mission always holds that fashion is necessary for daily life and [we have] devoted [ourselves] to providing fashionable design, high-quality products and excellent shopping experience for men all over the world. We look forward to welcoming the Karen community and beyond to experience the HLA difference.”

HLA’s arrival offers a timely opportunity for fashion-conscious shoppers to explore and elevate their wardrobes with contemporary, quality pieces.

The Hub Karen Mall Manager, Jacobus Visser, also welcomed the new addition.

“We are proud to welcome HLA to The Hub, Karen. Their arrival underscores our commitment to curating a diverse mix of international and local brands that cater to the dynamic tastes of our community. We are confident that HLA will quickly become a favourite destination for fashion-conscious shoppers.”

Founded in 2002 in Jiangyin, Jiangsu Province, China, HLA, short for Heilan Apparel, has grown to become one of China’s leading menswear brands. In 2009, it was designated a Chinese National Well-known Trademark.

By 2014, the company operated more than 3,000 stores across China, reaching over 80 per cent of cities and counties. Its success is attributed to an agile, asset-light business model that relies on strong supply-chain coordination and a network of more than 300 in-house designers.

Over the years, HLA has also been recognised among China’s top-performing enterprises.

The brand has expanded internationally, with stores across Southeast Asia and Japan. The Nairobi store at The Hub Karen is its first outlet in Africa, underscoring its growing global strategy.