Nana Sarfo's Savile Row: Where luxury and class converge
Nana Sarfo is widely recognised as a prominent fashion icon, renowned for his penchant for luxury brands. His name resonates with fashion enthusiasts as he consistently exudes a classy and dapper appearance, whether he is attending formal or casual events.
As the proprietor of Savile Row, with exclusive locations in high-end areas such as East Legon, Airport City (Stanbic Height), and Kempinski Hotel, Nana Sarfo is a figure of style and elegance in the fashion industry.
On October 14, 2023, during the 2023 Exclusive Men of the Year (EMY) Awards held at the Accra International Conference Centre, Nana Sarfo was honoured as the Man of Style. This recognition did not come as a surprise, given his unwavering commitment to looking his best.
During a visit by The Mirror to his new five-storey Savile Row outlet in East Legon, Accra, he was seen donning a Russet brown three-piece suit designed by William Hunt of Savile Row, UK, complemented by dark brown Christian Louboutin dress shoes. This impeccable outfit showcased why Nana Sarfo is celebrated for his style.
When asked about his dedication to looking good, Nana explained that he places great importance on attention to detail to project an image of debonair elegance and self-confidence, whether he's tending to his various outlets or attending events.
"Dressing well and maintaining impeccable grooming convey more than just power, authority, and confidence. It signifies self-respect. The way you choose to present yourself to the world is how others will perceive you."
Nana Sarfo is always ready to serve customers
Nana Sarfo believes that demonstrating care for oneself by consistently looking one's best on every occasion sets individuals apart from the crowd. He recounted an incident in 2011 when he was upgraded from economy to business class while flying with British Airways (BA) simply due to his choice of attire and how he carried himself.
He said, "I used to fly economy, and that's what I could afford, so I was surprised when I was asked to sit in business class one day. I told them I didn't have the money for that, but the crew assured me it wasn't a problem. I later learned that my appearance and demeanor had earned me that privilege. From then on, I made a vow to always sit in business class. By the grace of God, I am now a gold card holder for BA."
Passion for selling
Nana Sarfo's journey in the world of fashion and retail began during his student days in Ghana. Before having the opportunity to travel to Germany, he sold second-hand clothing at the 'fouss' lane in Subinso, Kumasi, in the Ashanti Region.
His international breakthrough came in 1993 while residing in Hamburg. He met an Italian friend, Ricardo Catelonni, who sold shoes. Nana's association with Ricardo led to a turning point when he expressed his interest in selling those shoes in Africa. Ricardo offered him a deal, but Nana only had 2,000 marks on him, which wasn't sufficient.
Nana said his Italian friend told him if he was interested then he has to pick all the shoes and the cheapest pair was going for about 650 marks which is equivalent to about 325 Euros presently.
Nana Sarfo wearing one of his custom-made shirts
“Ricardo asked me to give him the Maurice Lacroix swiss brand luxury watch I was wearing then, a gold ring and the 2,000 marks so that he can give me 100 pairs of the shoes. It was a good deal but I realised that when I give him all the money I won’t have any cash on me for transportation fare back to Hamburg. So I gave the items he requested for, kept 1000 marks then went away with 50 pairs to sell.”
However, he made a bold decision to part with his wristwatch, gold ring, and 2,000 marks, and in return, he received 100 pairs of shoes. This marked the start of his successful business journey.
Nana Sarfo (middle) with some of his foreign partners
Nana Sarfo sold the shoes to people seeking asylum in his vicinity and quickly realised the potential of the market. As the demand grew, he encountered logistical challenges, prompting him to learn how to drive, obtain a driver's licence, and purchase his own car.
“In fact, I involved a friend called Gyasi who had a car. After a while he dumped me without any reason so I decided to learn how to drive, get a licence and buy my own car which I did,” he said.
With his own means of transportation, he expanded his sales territory to London, Dusseldorf, and Amsterdam. In 2005, he decided to introduce some of these shoes to the Ghanaian market.
In 2006, Nana sought a space in Accra Mall but initially faced challenges. He eventually secured a space at Marina Mall in 2010, and from there, his business continued to grow. Over the years, he expanded to locations such as Stanbic Heights in Airport City, Kempinski, and East Legon. He hinted at future developments in the Cantonment area.
Nana Sarfo deals in top brands when it comes to bespoke suits, bags, belts, shoes, and more. His inventory includes brands like Santoni, Cesare Casadei, Christian Louboutin, Gianfranco Butteri, Giuseppe Zanotti, Angelo Galasso, Valentino, Tom Ford, Jimmy Choo, Dolce & Gabbana, Yves Saint Laurent, Versace, and many others.
When it comes to suits, Nana Sarfo is a sole agent of Savile Row (UK) custom-made apparel
He is the exclusive agent for Salvatore Ferragamo and the Savile Row Company, known for world-class custom-made apparel. “I named by brand after Savile Row as they has stood the test of time.
In addition to his fashion interests, Nana Sarfo has a profound passion for vintage cars. He frequently showcases his stylish antique cars at events, including a 1936 Auburn Splitter Car and a 1959 Chevrolet Impala, which he acquired from Ohio and Chicago, respectively.
Nana Sarfo has passion for luxury cars as well
Nana's commitment to excellent customer care is evident through his interactions with customers. He believes that exceptional customer service and positive experiences foster loyalty, repeat business, and increased customer value.
“Good customer service is essential for retaining customers, which not only enhances revenue but is also more cost-effective than acquiring new customers,” he stated.
Nana Sarfo is married to Mary Sarfo, and the couple has four sons: Elton, Elroy, Elain, and Elvin.
Nana Sarfo and his family