Jumia Nigeria launches dedicated “By Naija” fashion category

Nigerian e-commerce store Jumia has unveiled a category dedicated to Nigerian fashion items, in a bid to support the local fashion industry.

The section – dubbed “By Naija” – hosts products from over 50 Nigerian fashion designers, ranging from clothes and shoes to accessories and beauty products, with Jumia saying it wants to give “recognition” to talented local designers.

“Everything the western world has to offer can be found and made in Nigeria, and the birth of the Jumia By Naija store brings this premium offering to the customer,” Jumia said.

Inviting further designers to sign up to the store, Jumia said it hopes to become the biggest fashion retail outlet in the country.

“Jumia Fashion is still growing and with this great step of creating the “By Naija” store we are recognising local talents,” said Funmi Daniel, head of fashion at Jumia Nigeria.

“Also we are welcoming as many Nigerian brands as possible to reach their target audience online at ease and get the maximum exposure for their brand. Our aim is to make Jumia the largest and fastest growing fashion store in Nigeria,” Daniel said.

Jumia – which launched in Nigeria in 2012 – has proven popular, winning the Online Retail Brand of the Year award at the Brand Journalists Association of Nigeria (BJAN) Awards in January this year, and also gaining traction following launches in five other African countries.

Nonetheless, HumanIPO reported last week former managing director Tunde Kehinde revealed Jumia is not yet profitable.

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