Sandstorm Kenya: A Breath of Safari Living...And Ethical Manufacturing?
An interview with Mark Stephenson/Marketing Director and Lisa Burke/Sales Manager, North America

Written by Kenyatta D. Pious

It is always delightful to spotlight brands that have a purpose outside of obvious money attainment. Sandstorm is a nascent brand that flirts the line between luxe high end and ethical business etiquette...in this case, "ethical manufacturing." With its implicit associations to the African Safari, Sandstorm goes beyond mere correlations and attempts to offer a viable solution toward the betterment of at least one sphere in Africa. This is one of our most meaningful interviews...

Tell us about the latest offering.
We create our own contemporary interpretations based on classic, timeless styles. I don’t see Sandstorm as being a follower of fashion because our bags shouldn’t be things that you move on from after a season or after a year. They’re guaranteed for life because  they’re made to be used, not gather dust!

Who are the core clients of Sandstorm?  
Stylish and adventurous people with a conscience: our clients buy Sandstorm bags because they look and feel great, but we’re most popular with intelligent, highly discerning people who appreciate the direct connection that we have to Africa and safari, and who also understand the importance of ethical manufacture at a time when so many of the worlds goods are mass produced.

What does "Sandstorm mean?"
The name Sandstorm was chosen because while it is quite physical it seemed to also capture many of the romantic associations that people have with life on safari.

How and why did Sandstorm start and who started it? 
Sandstorm originally started as a safari tentage business in the 1990’s. The business then began using the same skills and materials to make travel bags and outdoor accessories. The man behind Sandstorm is Keith Steel, a Scotsman who was raised in Kenya and who wanted to renew his relationship with the land of his childhood.

Where can Sandstorm be purchased and what is the price point?
The collection can be purchased online from our website - www.sandstormkenya.com.  The collection is also sold at better mens and ladies clothing stores throughout the country.  Our website lists by state where the bags can be purchased.

Here are a just a few of the retailers that carry our bags: Liberty Tree-Newport RI, Beretta Gallery- NY and Dallas, Northshore- Seabright NJ, Sundog- Edgartown MA, OConnell's- Buffalo NY, H Herzfeld- New York NY, Family Britches- Chappaqua NY, Highcliff Clothiers- Washington DC, Grady Ervin-Charleston SC, Highland Hiker- Highlands NC, O'Neills - Chapel Hill NC, Parallel 38- Louisville KY, Downlite Company Store- Cincinatti OH, Frank Camalo-Lafayette, LA, James Napier-Mandeville LA, George Bass-New Orleans LA, Hinton & Hinton -Oxford MS, Michael Allen Clothiers- Portland OR, and Coutulas- Venice Beach CA.

The retail prices range from $105 for a canvas and cowhide washbag to $1200 for the Camel and Cowhide Odyssey bag.  The Odyssey is also available in canvas and cowhide for $390.  The average price of a canvas and cowhide bag -one of the four collections - is approximately $200.

Where is the Sandstorm located?
Sandstorm manufacturing is located just outside Nairobi, Kenya.

Most of your manufacturing is actually done in Kenya - - say more about this as well as your impressive ideology to support the Kenyan ecosystem and local communities. 
As a point of principle Sandstorm sources all the materials it can in East Africa and specifically in Kenya, even though lower cost materials are freely available elsewhere, thereby ensuring the greatest possible positive economic impact: our cow and camel hides come from sustainable sources in Kenya as does the cotton drill lining we use; our canvas comes from just over the border in neighbouring Tanzania.

Because we’re so closely linked to safari we also make a donation to the Lewa Wildlife Conservancy for every bag we sell and promote their fantastic work whenever we can.

How is Sandstorm marketed?
Sandstorm is still a relatively small brand in a hugely competitive market. We rely heavily on positive recommendation from delighted customers to help spread the word about us rather than hugely expensive advertising campaigns.

As Sandstorm’s reputation has grown, so has its range of products. There are now four distinct collections of travel carry-ons, lifestyle bags and outdoor accessories: the rugged Canvas & Cowhide, soft Mocha Leather, exclusive Camel & Cowhide and, new for Fall 2007, a stylish combination of Kenyan leather and Scottish tweed. Sandstorm offers great alternatives for outdoorsmen, urbanites, travelers or fashionistas.

Why do you think retail is so tough nowadays?   The US is a highly competitive market.  Consumers today are smart and do their homework   They want good value and quality products.  Many are   concerned about the environment and want to do what they can to help "save the environment".  This is why Sandstorm stands out from the rest of the bag companies.  By using sustainable materials, this is what makes us different.

What is one thing that no one knows about the company?
Everyone knows (or should know!)  that we make fantastic travel bags, but many people are still  unaware that we originally made safari tents, and it was the skills and materials we used in the tent business that lead to us making safari-grade bags by hand.

For more information on Sandstorm, visit: www.sandstormkenya.com