Danish sportswear company Hummel is set to open its first store in Kenya this Saturday at the Westgate Mall.

After Rwanda and Uganda, the Nairobi store will become its third in the East African (EA) region.

The company, which has more than 30 shops worldwide, was introduced to Kenya by WAMA International Group.

In a statement, Hummel has expressed confidence that its entry into Kenya would be successful because of the numerous products available there and Kenya's status as an EA commercial gateway.

“Hummel’s brand story is built behind Character which saturates the way all Hummel’s products are made, each product expresses its own story and character and the same goes for every team and individual player sponsored by the brand.”

Hummel is an internationally renowned sports apparel manufacturer for football, rugby, futsal, handball, basketball, shinty, volleyball, and e-sports teams.

The company also makes luxury lounging apparel and children’s footwear under its fashion sub-brand, Hummel HIVE.

Hummel says it seeks to work with several local sports clubs within the country through partnerships in various activities.