After breaking out abroad, Maxhosa Africa wants to be the leading luxury brand at home
Staff, 2022-11-04 00:32:38,
The feeble infrastructure has a rippling effect on the continent’s supply chain, from the raw materials to the end consumer, says Jacqueline Shaw, a fashion supply chain expert and founder of the B2B platform Fashion Africa Trade Expo. “This has been a major issue for a long time,” she says, adding that shipping products within Africa, particularly to countries that are landlocked, have been challenging due to increasing custom fees and import duties. Purchasing items abroad allows for a simplified purchasing experience for the African customer as they avoid “the rigmarole or the challenges from shipping and duties to the timings”.
The African Free Trade Area, which opened in 2021, has enabled trade across African countries. “Now with the African free trade agreement, that should help things in the longer term, but in the short term the challenges are still there,” Shaw says.
The travel retail market remains untapped in Africa, says Ngxokolo, and he sees an opportunity. “If you connect in Doha or Dubai, you’re able to shop a lot of luxury brands, but that is not the case with us in Africa… and we are trying to change that,” he says. “We are working to place our brand and opening up a boutique in international airports. We want to get to a point where if you travel to South Africa and happen to connect, you’ll be able to go to a Maxhosa store in the duty free area.”
Long term, the aim…
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