The microbiologist-turned-entrepreneur Babajide Ipaye
started making good-looking shoes to fit his size 48 feet but decided to create
them for others as well.



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Selling shoes was probably the last thing Babajide Ipaye, a
microbiology graduate, envisioned doing. But when by the age of 10, he was
already wearing his father’s shoes, a size 44, he knew that some day that he
would step in that world. 



The only child of his parents, who passed away in a car
accident when he was only 11, Ipaye was raised by his grandparents and extended
family members who shaped the early years of his life.



“I had a lot of people who were trying to nurture me and they had different professions. So for example, one was an artist and I was endeared to him, another one was a medical doctor, so my granddad wanted me to study medicine and another uncle was a computer scientist, so I was kind of confused growing up. I wasn’t sure what I wanted to do, so I kind of lived the life of almost everyone that influenced me,” says Ipaye.



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That confusion helped Ipaye cut his teeth in various
industries early on in his career. His medical doctor uncle influenced his
career as a microbiologist where he worked with Ideas International Bio
Technology Services, spending his days cleaning up oil spills and bacteria. 



Then followed a stint in Information Technology (IT), a move
also inspired by another uncle, where he worked with Tranter IT Infrastructure
Services and Computer Warehouse as an analyst deploying managed technology
services for multinationals like Guinness, Total and KPMG. 



“At this point in time, IT was very hip and we happened to
be one of the early pioneers in the tech space which was a very exciting time
and considering where I was coming from in microbiology, it was a new field for
me, I was working with multinationals and the exposure was amazing, it gave me
a very broad sense of how organizations function.”



But Ipaye soon became dissatisfied with being put in a silo.
There was too much structure and rigor due to the size of these multinationals
and he became bogged down with a lot of systems and processes, which ultimately
stifled his creative juices. His solution was to start his own IT company,
Torque Technologies. 



The company began providing IT equipment and technology services in its early days to multinationals before quickly creating a niche for itself in the fiber optics space. In early 2003 to 2005, the Nigerian telecoms era had just started booming and Ipaye and his partner saw a first-mover advantage in fiber optics by providing training to firms in Nigeria, which they did for the next 10 years. 



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By 2015, Ipaye decided he wanted a new challenge outside the
IT world. After parting ways with his partner, he began to ponder about his
life-long struggle with footwear. 



“So I said to myself ‘why don’t I make my own shoes?’ So I
went on the internet, did a bit of research and came across a school in the
Netherlands called SLEM. I called them up and found out about the shoe-making
course and I said since I was on holiday, why don’t I take some time off the
business and explore how to make my own shoes and I went to the Netherlands.”



Keexs was born. The goal was to make shoes that fit Ipaye’s
size 48 feet but also looked aesthetically pleasing. But making shoes for him
alone would prove to be too costly. 



Ipaye decided to make shoes for others as well. He would
focus on the athleisure market, which is a portmanteau of ‘athletic’ and
‘leisure’, a market that has grown to the stage where it is no longer a trend
but a mainstay in Nigerian fashion. 



To stand out in the competitive footwear market, Ipaye decided to add some African elements to his innovative footwear brand and focused on outsourcing the production to a factory in the Netherlands while he focused on the product and design to save on cost. 



The aim in the long run was to move production to Nigeria where he could fulfill the brand’s social mission of providing employment and skills training to unemployed youth. However, to make the business viable, he had to make a minimum of 1,000 pairs of shoes to achieve economies of scale. Next came the challenge of securing startup funding.



“From my previous experience of starting my technology
business in Nigeria, I came to realize that the cost of funding in Nigeria is
very high and also there are a lot of businesses chasing funding and the risk
level of most potential investors in Nigeria is very conservative and they
don’t want to invest in stuff they are not sure about.



“So I read about crowdfunding and consulted a company in the
Netherlands and I came across a site called kick-starter which is a US-based
platform that offers a global crowdfunding platform to innovative ideas and
projects, hence we started the first innovative and social focused brand in Africa,”
says Ipaye.



In just over two years Ipaye has managed to grow the
business through leading e-commerce sites like Jumia and Konga as well as via
its own website which receives orders from countries around the world. The
shoes sell for anywhere from $40 to $60, with over 8,000 pairs of shoes sold
till date. 



Keexs has about 18 outlets in Nigeria with retail partners
in Kenya, South Africa and Guadeloupe and Nairobi. 



The company also sells through social media channels where
they boast over 15,000 followers on Instagram. The long-term goal for Ipaye is
to secure enough funding to set up a factory in Nigeria, which he is looking to
raise through an amalgamation of funding sources including grants and loans. 



“We realized very quickly that economies of scale is
critical to drive the growth of this business therefore there is a need for a
lot of capital. There are four sides to this chain; production, design,
distribution and retail. The problem with a lot of businesses in Africa is that
they are expected to do everything from start to finish along that entire value
chain and what that does is, it stifles the growth of the business,” says
Ipaye.



The big-time hit when CNN profiled Keexs on its African Voices show. Since then, they have managed to establish themselves as an innovative social brand focused on empowering unemployed youth in Nigeria. Next on the to-do list for Ipaye is establishing a production line in Nigeria, and then taking his brand global.

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