Casey Golden
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April 6, 2021
 in 
Press

Luxury Marketplace Jendaya Targets African Consumers, Brands

As Jendaya sets its sights on reshaping the luxury e-commerce landscape for affluent Africans, its strategic integration of the Luxlock clienteling platform signifies a bold move toward leading the way to the future of commerce. In a market where exclusivity and authenticity reign supreme, Jendaya's partnership with Luxlock represents a fusion of cutting-edge technology and bespoke service, catering to the discerning tastes of its clientele while spotlighting the rich tapestry of African fashion talent. In this blog post, we delve deeper into the symbiotic relationship between Jendaya and Luxlock, exploring how their collaboration elevates the online luxury shopping journey to new heights.

Catering to the discerning taste of wealthy Africans who relish blending Western luxury brands with African labels, Jendaya emerges as a promising e-commerce player poised to fill a crucial gap in the market. Online retailers have, until now, left this affluent demographic underserved and somewhat misunderstood. Jendaya aims to be the solution, addressing the unique needs of these consumers while mitigating the challenges associated with distance shopping. In doing so, it also seeks to spotlight the wealth of fashion talent flourishing on the African continent.

Described as a "discovery platform" by Ayotunde Rufai, the CEO of Jendaya, the London-based venture is set to launch with a by-invitation-only pilot phase on July 1. This strategic approach follows over a year of diligently building a community and raising awareness through content. The founders, including Rufai, who transitioned from an investment banking background, alongside Kemi Adetu and Teni Sagoe, identified a significant opportunity to better serve the fashion preferences of affluent Africans.

Euromonitor International data underscores the substantial market potential, revealing that the luxury goods market in Africa and the Middle East reached a valuation of $35.48 billion in 2019. Within this, designer apparel and footwear alone accounted for a substantial $7.2 billion at retail. Jendaya, with its emphasis on discovery and community-building, emerges as a promising entrant in this burgeoning market, signaling a new era in the online luxury shopping experience tailored specifically for the affluent African consumer.

By leveraging the Luxlock clienteling platform, Jendaya not only meets the demands of its discerning clientele but also sets a new standard for the industry, where technology and human connection converge to create unforgettable shopping experiences. As the partnership between Jendaya and Luxlock continues to flourish, it embodies the spirit of innovation and sets an inspiring example for the evolution of luxury retail in the digital age.

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