Kenyan clothing retailer Deacons is looking to sell its local franchise of clothing and accessory retailer Mr Price, ending a 10 year franchise relationship.

Kenyan clothing retailer Deacons has started talks with the Mr Price Group to sell back its local Mr Price franchise, which it has operated since 2007. Mr Price Group, which is headquartered in South Africa, is apparently looking to gain control of its brand in Kenya now that it has achieved some traction among consumers.

Deacons also owns the Truworths, Babyshop, Lifefitness, 4 U 2, Adidas, Reebok, Angelo and F & F stores in Kenya. It is known to be struggling as higher operating costs and slow footfall to some of the malls in which it operates hit its bottom line. In April 2017, Deacons reported a net loss of KSh278m ($2.7m) for the year to December, compared to a net profit of KSh114m ($1.1m) in 2015.

The deal would see the Mr Price Group buy out the 11 Mr Price Home and Mr Price clothing stores Deacons operates. It is not the first time Deacons has ended a relationship with a South African retailer: in December 2015 Deacons sold its 49% stake in Woolworths’ Kenyan business back to Woolworths, having made a profit of KSh405m ($3.9m) when it first sold its 51% stake in Woolworths Kenya in 2013 to form the original joint venture.