AfroQuality, a pan-African retail and distribution platform, today announced the launch of its operations in Ghana, Rwanda, and Kenya, unveiling a new platform designed to help African brands scale both continentally and globally.
The platform, which combines physical concept stores with a technology backbone for product verification, logistics, and cross-border trade, begins with fashion and lifestyle products, with plans to expand into premium categories such as design, homeware, wellness, and other consumer segments.
AfroQuality aims to address one of Africa’s biggest challenges for local brands: fragmented distribution and limited intra-African trade infrastructure. By creating what it calls “distribution rails,” the platform allows artisans, designers, and manufacturers to move from local visibility to continental and global scale.
“This is more than retail. It’s infrastructure,” said Saint Hilary Doe-Tamakloe, Founder and Director of AfroQuality. “We are building the rails that will allow African brands to scale. Every product we place on those rails represents jobs, dignity, and the potential of African trade.
By 2030, our goal is to connect makers in multiple countries to customers in at least 15 African cities and five global cities.”
Africa’s consumer spending is projected to exceed US$2.1 trillion by 2030, with discretionary categories such as fashion, beauty, and lifestyle representing over US$150–200 billion, according to McKinsey and the World Bank. AfroQuality seeks to unlock this market by providing the infrastructure African brands need to grow, positioning them to compete regionally and globally.
Kigali’s reputation as a hub for innovation and cross-border trade made the city an ideal launch base for AfroQuality’s mission. The platform’s concept stores in Accra, Kigali, and Nairobi serve as physical touchpoints for consumers, while its technology infrastructure ensures seamless verification and logistics for cross-border trade.
The launch aligns closely with the African Continental Free Trade Area (AfCFTA), which aims to boost intra-African trade. By creating distribution rails for African brands, AfroQuality strengthens AfCFTA’s vision of seamless trade and fuels the growth of commerce across the continent.
To mark the launch, AfroQuality has released a two-minute campaign film and a series of 15–20 second infomercials highlighting the opportunities for African brands and the local impact of each purchase.
The campaign will run on television, radio, and digital channels starting October 1.
Visit AfroQuality stores in Accra, Kigali, and Nairobi to discover Africa’s finest products. Buy African, Build Africa.
