Joel Otieno: We Started With a Ksh50K Stock, Now We Make Ksh90K Per Day Selling Perfumes

When Joel Otieno’s uncle started selling perfumes on April 4, 2022, he had just one outlet in Westlands, Nairobi, and stock worth Ksh50,000.

Three years later, that small venture has blossomed into Fragrance Garden — a thriving business with stock valued at over Ksh3 million and a second outlet at The Hub Mall, serving a luxury clientele.

On a good day, Otieno, who now manages the original Westlands store, says sales can reach up to Ksh90,000.

Here is how it all started

Fragrance Garden was founded by Joel’s uncle, Andrew Awili, as a family venture. But for Joel, the passion for perfumes started earlier, while he was still in high school. He would buy a perfume from a student in need of cash and resell it to another, at a profit, of course.

Shortly after he joined his uncle’s business, the turning point came when they began selling a fragrance brand known as At Ford Dine for Ksh2,000, and it sold out quickly. When the product was pulled from the market, Joel and his team pivoted to Michael’s Bouquet, a brand that allowed agents to sell affordable 10ml perfumes and deodorants for as little as Ksh300.

These early successes taught them the importance of pricing and accessibility. Rather than focus solely on luxury perfumes, they developed a product mix that appealed to a broad market, from ordinary middle-income Kenyans to affluent shoppers.

Today, Fragrance Garden operates in both Westlands and at The Hub in Karen. Each location targets a different demographic, but their flexible pricing model — with products ranging from Ksh300 to high-end designer fragrances — allows them to serve customers across all income brackets.

How He Makes Up to Ksh90K in a Day

Otieno’s earnings vary depending on customer interest and preferences the effort that is put into the sales process.

"You have the space, you have the client. So in a day, the least amount you can be able to make is around even Ksh0 if you don't work hard. But let's say Ksh3000, or Ksh6,000, that's a bad day?" he told Money254.co.ke during an interview.

"On a very good day, you can be able to make up to Ksh90,000, depending on how much you push yourself."

One of his most memorable sales came from a simple interaction. A man in a suit was walking by the Westlands store when Joel casually greeted him with “Jatelo” — a Luo term of respect. That brief exchange turned into a full sales session. The client ended up buying Ksh60,000 worth of perfumes.

“He even referred a friend who came the next day and spent another Ksh50,000,” Joel recalls.

These wins, he says, come down to being personable, confident, and knowing your products.

How the Perfume Business Works

One of the biggest secrets behind Fragrance Garden’s success is the strategic use of consignment deals.

While some stock is purchased upfront,  the business mostly thrives by partnering with distributors who provide perfumes on consignment. That means Fragrance Garden only pays for stock after it has been sold.

This model lowers financial risk and allows the business to offer a diverse range of products without heavy upfront investment.

When it comes to business, location is also important. With location comes rent. However, one can choose to rent locations on a day to make their sales.

In Westlands, rent ranges from Ksh60,000 to Ksh90,000, depending on currency fluctuations. At The Hub, smaller vendors can rent tables for as little as Ksh2,500 a day — but Fragrance Garden now operates a full kiosk, which increases visibility and customer flow.

With consistent sales and smart stock management, Joel has found perfume to be one of the most profitable retail ventures he’s engaged in.

Challenges and Advice for Potential Investors

Despite the glamor of selling scents, Joel is quick to point out that the perfume business is not without its challenges.

1. Market saturation - Perfume reselling has grown popular, making it harder to stand out. According to Otieno, what sets sellers apart is how they sell, not just what they stock.

2. Supplier pressure - Some distributors demand upfront cash, which can limit growth. Otieno emphasizes the importance of building strong, trustworthy relationships with suppliers and negotiating fair consignment deals.

3. Operational expenses - Rent, branded packaging, deliveries, and staff costs eat into profits. Business owners need to be disciplined with savings and reinvestment.

Below is the video of the exclusive interview.