Zimbabwean shoe producer moves to counter European market perceptions
A Zimbabwean shoe producer has assured its export customers that it can ensure continuity of supply, despite the ongoing uncertainties surrounding the country’s political and economic situation.
Age van Mels, managing director of Jimmy Joy Napolina (Pvt) Ltd., said last week that the company had lost ‘substantial’ shoe export orders from Europe, mainly because of fears triggered by the performance of the country’s economy. This was in spite of the fact that the Bulowayo-based firm would have been able to service its contracts. "The economic situation hit us when our selling season was beginning in Europe and perception is what counts on the world markets" said Van Mels, who went on to disclose that the company was forced to lay of 60% of its workforce because of the situation
Formerly based in the Netherlands, Jimmy Joy Napolina relocated to Zimbabwe in 1996, since when it has invested heavily in the production of exclusive, high-quality children's and ladies shoes for export to Europe.
