At the end of the nineteenth century, just as colonial Africa was opening up as a market, all the manufacturers of shoes in Victorian England sent their representatives to Africa to see if there might be an opportunity there for their wares. All duly came back in time with the same answer. ‘Nobody in Africa wears shoes. So, there is no market for our products there.’ All, that is, save for the Bata rep. He came back saying, ‘Nobody in Africa wears shoes. So, there’s a huge market for our products in Africa!’ And that’s why signs promoting Bata appear all over Africa, even in the remotest of spots. It’s why Bata’s shoes are known as the shoes of Africa.
In Zlin (Czechoslovakia, Europe), Bata built housing, schools and hospitals around the factory for its workers and their families – a design it would replicate in other parts of the world in years to come. Bata provided inexpensive rent and food during very difficult times, because founder Tomas Bata firmly believed business should serve the public.
After World War I, Tomas Bata conceived a plan to adjust to post-war economic difficulties by reducing the price of shoes by 50%. Workers agreed to a 40 percent wage cut and in return Bata provided food, clothing and other necessitates at half price. The bold move proved successful. Bata stores flooded with customers.
After the World War II, when Communist governments nationalized all Bata companies in Eastern Europe, Bata persevered by rebuilding itself from the remaining entities located outside Eastern Europe. If you have been long enough in Africa you must have come across the Safari boots. Originally designed in 1939, the desert boots from Bata,
made of the finest cowhide and hand stitched at the Bata factory in Limuru, Kenya, where it was born, this original shoe remains unchallenged in its quality and popularity.
In Africa you can find Bata stores in 19 out of 54 African countries: Algeria, Angola, Botswana, Ethiopia, Ghana, Kenya, Lesotho, Malawi, Mauritius, Mozambique, Namibia, Republic of Congo, Rwanda, South Africa, Swaziland, Tanzania, Uganda, Zambia, Zimbabwe.
Source:
http://www.bayt.com/en/specialties/q/113280/do-you-know-the-bata-shoes-story-in-africa/
http://www.bata.com/blog/50-years-old-icon-bata-safari-boot/
http://www.bata.com/our-history/
