Jendaya, an e-commerce start-up aimed at promoting African luxury brands to the world, is now in the limelight after securing $1.2 million in pre-seed funding. The London-based, African-focused platform seeks to connect high-end consumers around the world with African and African diaspora luxury brands and also provide African shoppers with easy access to global brands. Jendaya ships luxury items from Africa, Asia, the UK, the US, and Europe to clients worldwide, using logistics giant DHL as its partner. It has around 70 firms on board and is set to triple that number this year. Since launching 13 months ago, the e-commerce business has fulfilled around 300 orders, with an average order value of $350.
Ayotunde says that Jendaya is also investing in the growth of African luxury brands by providing them with access to expertise, mentorship, and resources through its Jendaya Labs initiative. The startup also plans to launch its luxury brand in the future.
Jendaya's mission to promote African luxury brands and bring high-end global brands to African consumers has attracted the attention of investors, and the pre-seed funding of £1 million will help the startup expand its reach and services.
The startup is now planning to triple the number of companies it onboards through an invite-only pilot and direct connections with multi-brand boutique partners. With its focus on luxury goods and commitment to promoting African talent and storytelling, Jendaya is poised to make a significant impact on the global e-commerce landscape.
In addition to its e-commerce platform, Jendaya also offers B2B services that have generated around $100,000 in income up to this point. The company also has Jendaya Editorial, which highlights not only the businesses carried by the platform but also significant historical and seasonal news to motivate a global audience.
Jendaya Labs, the startup's creative firm, lists customers including Casablanca, Ozwald Boateng, Paul Smith, and Burberry, to mention a few. Along with its exclusive focus on luxury goods, Jendaya is committed to promoting a sustainable future, hence its commitment to blending heritage into a modern context, encouraging slow fashion, artisan craft, made-to-order luxury items, and developing talent.
According to Rufai, the London-based luxury e-commerce site has onboarded up to 70 companies through an invite-only pilot and direct connections with multi-brand boutique partners. Still, he says that number will triple this year. Jendaya thinks doing this will support luxury e-commerce on the continent and help promote more African luxury designers internationally.
The African luxury goods market is worth over $35 billion, with designer apparel and footwear generating more than $7 billion in retail alone. Behind such transactions is cross-border commerce, where African brands, via personal shoppers, export their items to a global audience.
While most e-commerce transactions between African consumers and international businesses have been conducted informally through established connections, numerous platforms have used technology to centralize these operations across multiple price points. The market for high-end fashion items in Africa is growing rapidly, and Jendaya is positioned to take advantage of this opportunity by offering a unique platform that connects African brands with consumers all over the world.
With the latest funding, Jendaya is well-positioned to continue its mission of connecting African luxury brands with the rest of the world and promoting a sustainable future for the industry.
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