Tusker Mattresses Limited (TML), one of Kenya’s leading retailers, has received a global commendation at the prestigious 4th World Branding Awards for its ongoing corporate transformation efforts.
TML, which runs the Tuskys branded chain of retail stores, won the Kenya Supermarket Brand of the Year category in the awards which focus on branding excellence. The World Branding Awards are the premier awards of the World Branding Forum for corporates drawn from the Commonwealth and beyond. This year’s edition was held at the Kensington Palace in London last evening.
The global win, which is a rare feat for a local brand, also completes an awards hat trick for Tuskys, which has also been touted as Samsung Africa’s most valued distributor in East Africa.
Alongside Tuskys, local firms, including telecommunications company, Safaricom Limited and Royal Media Services’ Citizen TV brand, also picked national category awards presented by World Branding Forum Chairman, Richard Rowles.
In considering Tuskys’ nomination, judges in London confirmed that the franchise had showcased superb progress in its efforts to separate ownership and management functions allowing the brand to maintain measurable management and customer experience standards.
Earlier this year and for the benefit of its supplier fraternity, Tuskys in partnership with Kenyan lenders, DTB Bank and KCB Bank unveiled a Ksh3 billion ($2.9 million) supplier finance scheme. The scheme allows Tuskys’ suppliers to enjoy prompt payments for goods and services supplied to the retailer.
As part of the firm’s transformation journey in the last two years, Tuskys, which has a branch network of 60 stores in Kenya and Uganda, successfully managed to adopt world class retail standards and corporate governance structures.
An internship programme established by the retailer two years ago targeting to train unemployed youth in retail management disciplines also received the judges’ commendation. So far, the programme has supported more than 5,000 youth and is expected to impact more than 10,000 in the next 5 years.
Speaking on the sidelines of the Award ceremony at the Kensington Palace, Tuskys Chief Executive Officer, Dan Githua said the award would serve to fuel the retailer’s commitment to deepen the value of formal retail trade in Kenya.
“This award will serve to accelerate our commitments to rollout innovative retail solutions for the benefit of all our stakeholders including suppliers and customers,” he said.
The World Branding Award winners, selected from over 2,800 nominated brands are judged through three streams: brand valuation, consumer market research, and an open public online voting.
Global tier winners included Apple, Beijing Tong Ren Tang, BMW, Coca-Cola, Facebook, Google, Lego, L’Oréal, Louis Vuitton, McDonald’s, Nescafé, Nike, Pampers, Rolex and Samsung, among others.
National tier winners included Citizen TV (Kenya), Safaricom (Kenya), Pandora (Denmark), Hermès (France), Adidas (Germany), Airtel (India), Ferrari (Italy), Pocari Sweat (Japan),) SPAR Park ‘n’ Shop (Nigeria), Omantel (Oman) and Gourmet (Pakistan), among others.