A US hardware chain that sells patio furniture, high-end barbecue grills and garden essentials to America's the middle class is opening a franchise in Afghanistan, convinced there is money to be made from home improvement even in the war-torn nation.
Ace Hardware's Afghan outlets will be run by the Safi brothers, entrepreneurs who already operate a successful airline flying to Afghanistan and a luxury hotel in Kabul. They say they did extensive market research before sinking their money into a bet on peace and relative prosperity in their homeland.
"Our strategic goal is to open 15 stores over the next 10 years, with $40m–$50m (£26m–£33m) of investment," said Abdul Safi. "Based on the demographics and the surveys we think we can make a considerable profit."
Afghanistan is not a country with a DIY culture, as even Safi admits. The country has a tiny, if growing, middle class but most urban professionals would be bemused to see a friend wielding a power drill.
Labour is cheap, unemployment high, and those with enough money to do up their home can afford to pay someone to sand the floorboards or install new shelves.
But two-thirds of Afghans are under 30, the housing market is booming along with the population, and Safi thinks Ace has a unique advantage in a country where returns even on faulty goods are almost unheard of and warranties usually a gamble that someone will honour a handwritten note.
"This is a brand new venture bringing a service standard and warranty on every single product. We are optimistic we can start turning a profit by the end of the year."
The company is already stocking shelves at its first sprawling store in the northern city of Mazar-i-Sharif, a regional hub with a strong economy and better security than Kabul, and promises the capital will follow soon after.
This article originally appeared on guardian.co.uk
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