‘My husband is a creative who loves collecting things,’ says Brenda, who co-founded Diecast Kenya, a business specialising in die-cast miniature cars and accessories, with her husband.
‘In 2021, he went on Amazon and bought some diecast cars for his personal collection. When they arrived, we got into diecast photography, creating different scenes and making the cars look life-sized against different backgrounds.’
Neither of them imagined that the hobby would one day evolve into a business. But as they shared the images on social media, fellow enthusiasts began asking about the models and whether they were available for purchase.
‘And that’s how we became a business,’ Brenda says. ‘We started with about 20 pieces that cost around Sh50,000, but it wasn’t until 2024, when we became more active on our TikTok page, that the demand really took off.’
Revving demand
What once required monthly restocks of about 200 miniature cars has since grown into a venture that brings in the same quantity every week to meet demand from customers across East Africa.
‘We started as a shop for collectors, but there are only so many collectors,’ Brenda says.
‘So now we present them as unique gifts.’
This strategy has helped them reach a broader customer base beyond hobbyists and automotive enthusiasts. While collectors remain its core market, Diecast Kenya now attracts many customers who purchase the miniature cars as gifts for birthdays, Valentine’s Day, Father’s Day, and other special occasions.
‘Most of our busy seasons are actually the gifting seasons,’ she says. ‘And while there are those who buy them for women, they are mostly gifts for men. A lot of our clients tell us we’ve made it easier to shop for men beyond the usual socks, ties, and perfumes.’
Beyond their sentimental value
The choice of model is often intentional, Brenda says. Some buyers select aspirational dream cars, while others look for replicas that mirror vehicles the recipient either already owns or has owned. This personalisation is part of the appeal.
‘We’ve actually expanded our offerings beyond the cars themselves to services such as customised number plates, as well as accessories such as miniature garages, display cases, and framed Formula One circuits. So, for example, if someone’s favourite Formula One track is Silverstone and they prefer a Mercedes Formula One car, we can mount the miniature car on a map of the circuit and present it as a framed display piece.’
These framed Formula One pieces have become some of their best-selling products. But even as the business strives to keep up with market trends and customer preferences, Diecast Kenya remains mindful of the commercial realities of stocking high-end products.
‘Some of the models that people ask about can cost as much as $330 (Sh42,000),’ Brenda explains.
‘Those are premium collector’s items. So, unless we know there is a customer who is willing and able to pay that price, we avoid stocking them. For instance, there’s a model we stocked back in 2023, the Land Cruiser 100 series, that should have been retailing at around Sh25,000, but we would sell it at Sh15,000.’
The catalogue
Still, their catalogue spans a wide range of models, from vintage and luxury cars to sports cars, commercial trucks, and trailers. They also come in different scales, from the smaller 1:64 replicas to the larger, more detailed 1:18 models.
‘The 1:64 models are the most affordable, retailing from Sh500,’ Brenda says. ‘The larger ones go for about Sh7,950. The accessories, however, like the garage, tend to be on the higher side. Depending on the size, they can cost around Sh10,000.’
Biggest hurdles
The couple imports their products predominantly from China and Japan, exposing the business to challenges such as cargo delays and fluctuating taxes. Yet Brenda says one of their biggest hurdles is educating potential customers about what die-cast models are and why they command the price points that they do.
‘Some people do not understand what we are selling and the price points we give them,’ Brenda says.
‘Die-cast cars are not like plastic toy cars. They are metallic and therefore durable, highly detailed, exact replicas of the real cars, only produced on a smaller scale.’
Size is another common area of contention. ‘Clients who are unfamiliar with die-cast models and how the scaling works often come to the shop expecting very large items,’ Brenda says. ‘Many people equate size with value for money, but that is not always the case, especially with die-cast models.’
Growth plans
Backed by a strong, loyal community and growing demand, Diecast Kenya is now looking to expand their offerings beyond miniature cars.
‘I believe there’s a miniature version of everything,’ Brenda says. ‘So far, we’ve introduced miniature planes as well as framed maps of local airports, and they’ve been doing really well.’
‘Someone once asked for a miniature CT scanner to gift a doctor they knew,’ Brenda says. ‘These are feel-good items that people enjoy displaying, so we are planning to introduce more options.’
LEGO car sets
Genuine Household Dealers has taken a different approach to the market. Rather than ready-made die-cast models, the enterprise specialises in LEGO car sets that customers can assemble before displaying them in their homes or offices.
‘We have been selling household items for about three years, but we only started stocking the display cars about a year and a half ago,’ says Isaac Andivi, store manager and sales correspondent. ‘In this business, you always have to find creative products that set you apart from everyone else.’
Imported from China, the LEGO car sets arrive unassembled, with hundreds of small intricate pieces, an LED frame, and an instruction manual. For many customers, putting together the model is part of the appeal, offering hours of entertainment before the finished product takes pride of place on a wall, shelf, or desk.
For those who prefer to skip the building process, however, the shop offers an assembly service.
For now, the business only stocks Formula One models, targeting the sport’s growing fan base. Each set retails for Sh25,000.
‘We stock four models; Mercedes, McLaren, Red Bull, and Ferrari,’ Isaac says. ‘People who follow Formula One racing are always interested in such items, while others buy them simply because they make for unique decor pieces.’
Best-sellers
Like Diecast Kenya, Genuine Household Dealers records its highest sales during the gifting seasons, notably around the end of the year, when companies hold office parties. During such peak periods, the business can sell up to 10 models, compared with as few as two pieces in quieter months.
‘The Mercedes is our best-selling model, with the Ferrari not too far behind,’ he says.
Like many import-dependent ventures, the enterprise grapples with shipping delays and damages incurred to the delicate LEGO pieces during transit, which add to the overall cost of doing business.
Despite these challenges, however, Isaac says the growing community of enthusiasts continues to fuel demand, with some purchasing multiple pieces at a go or coming back to expand their collections.