How Did Boohoo Man End Up In Nigeria?
From a capsule collection with Nigeria's rising star Shallipopi to a pop-up store in Lagos. Here’s how the fast fashion e-tailer is disrupting the Nigerian market.
If you’re an international brand looking to break into the African market, South Africa has traditionally been the go-to destination. Its robust retail landscape coupled with its youthful population makes it an attractive market for global brands looking to engage with consumers on the continent.
That strategy is slowly changing as brands look to other fashion hotspots on the continent. Last month, British fast fashion e-tailer Boohoo Man launched in Nigeria with a streetwear collection designed by the buzzy Nigerian musician Shallipopi. The Autumn/Winter 2024 capsule features 49 pieces including 90s-inspired graphic jerseys, two-toned denim jackets and flannel shirts. Prices range from £12 (26,000 Naira) to £50 (107,000 Naira). The British company held a pop-up at Ashluxury, a high-end multi-brand retailer in Lagos, where customers got to meet the musician and purchase items from the new collection.
“Boohoo Man sees this crossover as a huge milestone, listening to demand and working dynamically to facilitate a solution,” the company said in a statement.