Mimi is undoubtedly one of the most upmarket fashion stores in the country. Owned by Julie Gichuru and her husband Anthony Gichuru, the shop caters for mostly middle class women and men. The clothes range from classy, trendy, maternal to plus size. It's no wonder that she's gotten celebrities to endorse the brand, the likes of Size 8 and Sharon Mundia. The store also offers shoes and bags.

During the launch of the store back in 2012, she explained her smart choice of business; “The high cost of rental properties in Kenya means that customers would have to pay much more for their merchandise. The business plan was therefore centered around the growing culture of online trade and commerce that is already fast developing. Additionally, going online offers increased accessibility to markets than a shop in a mall.”

See some of the offerings in the pictures below: