By Alhaji Musa Bah
Global footwear leader Skechers has officially opened its first store in Sierra Leone, marking a major milestone for international retail in West Africa.
The grand opening ceremony, held on May 3rd, 2025, welcomed hundreds of guests to the new outlet at Juba Barracks on Peninsula Road, Freetown.
The atmosphere was electric. Music pulsed through the air as a live DJ spun upbeat mixes, local fashion influencers snapped selfies under glowing light fixtures, and the red carpet buzzed with energy. Guests were greeted with refreshments and guided into a stunningly arranged retail space that blended international aesthetics with a welcoming, community-first feel.
Vinod Jose, the Account Manager for Skechers, spoke passionately about the brand’s arrival in Sierra Leone.“This is not just a store opening—it’s a testament,” Jose said. “Skechers believes in reaching people where they are, and we saw a vibrant, fashion-forward, and youthful energy in Sierra Leone.
The demand is here. People want quality, comfort, and style without compromising affordability, and that’s what we offer.”Inside the store, bright LED-lit displays showcased a wide selection of Skechers’ signature lines—from sporty sneakers and lifestyle casuals to performance shoes, sandals, and children’s footwear.
Each section was neatly curated with mannequins dressed in coordinated athleisure outfits, creating an inviting shopping experience for individuals and families alike.Sleek shelving units and well-lit product islands allowed customers to easily explore collections like the Skechers Arch Fit, GOwalk, D’Lites, and the memory foam-cushioned Uno Series.
A dedicated fitting area, customer lounge, and in-store promotional screens added a modern touch, signalling Skechers’ commitment to a world-class retail environment in Freetown.
The highlight of the evening was a high-energy runway showcase featuring local models—headlined by Lachaeveh Alberta Caizarine Davies, newly crowned Miss Sierra Leone 2025. She commanded the stage in a tailored monochrome jumpsuit paired with a lightweight mesh jacket and strutted confidently in the brand’s D’Lites sneakers.
“Walking that runway was an exhilarating rush,” Davies said. “I felt proud to represent a global brand like Skechers on home soil. The crowd, the music, the lights—it was unforgettable.”She described the crowd as lively and fashion-hungry: “People were cheering, recording on their phones, and vibing with the models. It felt like the whole city came out to celebrate.
”According to the Accountant Manager, Vinod Jose, the Freetown outlet is just the beginning. “We are not here for a one-time launch—we’re here to grow with the community.
We’ll roll out exclusive promotions, support local events, and even explore partnerships with Sierra Leonean creatives and athletes,” he revealed.Skechers’ arrival signals more than just access to new shoes—it affirms Sierra Leone’s growing influence as a hub for fashion and lifestyle innovation.
Davies echoed this sentiment:
“Freetown is officially on the map for global brands. This is a call to local designers and creatives—it’s time to step forward and collaborate on a bigger stage.
”The evening concluded with music and a freestyle runway moment that saw models and audience members connect in a wave of shared excitement.
Skechers now aims to become a go-to destination for students, young professionals, athletes, and families in Sierra Leone seeking stylish, durable, and comfortable footwear options.
