Deacons is a Kenya retailer which sells clothing, footwear, accessories and household goods through nineteen stores across Kenya, Tanzania and Uganda.

Deacons, is a large and growing tax contributor to the Kenyan public purse, adding valuable proceeds which are used by the local government to fund education, healthcare and improvements to infrastructure. By the end of Deacons had 210 permanent staff and 77 contract staff, the most junior of whom are paid more than double the national minimum wage.

Deacons has developed an HIV/AIDS programme for staff which provides anti-retroviral therapies for staff and their immediate families. HIV/AIDS has a high prevalence in Kenya, where 7% of the population are infected. Medication is often expensive and beyond the means of those suffering from the disease.

Deacons has pioneered an innovative responsible business practice. By partnering with a breast cancer awareness charity to introduce screening at the female underwear departments of its retail stores, Deacons has raised awareness of breast cancer, and achieved a significant increase in its sales of brassieres. It now has 80% of the Kenyan formal market for female underwear.