In Nigeria, footwear manufacturer Maducho Luchi successfully tapped the country's vibrant fashion industry to produce footwear for local and international markets.
In this interview, Graham Chike, sales and business development director at Maducho Luchi, narrates the company's challenging but rewarding journey of starting a contemporary African shoe line.
Tell us about Maducho Luchi
Maducho Luchi is a brand that is focused on designing and creating fashion products that are fused with a touch of African culture and a modern appeal. We kicked off the brand with men shoes and have plans to diversify in to other products in the near future. Our target is to create a system whereby fashion products from sub-Saharan African are appreciated overseas, thereby creating growth in several sectors of the economy on the continent.
It all started in September 2012, when I met with my first creative director. Then there was no name to the brand. We just wanted people in the United Kingdom to experience shoes designed and made in Nigeria. They loved them, and in February 2013 when I returned home after completing my MSc degree, we started Maducho Luchi. The name Maducho Luchi came from a fusion of some African names. We had to think of something easy to pronounce, yet outstanding. Marketing brands today is different from what it was in the past. So one has to think of how a brand name can sell now and also in the future. It has been many ups and downs since then. We are over a year old now and I can say that we now have some good level of acknowledgement by users and celebrities. We have also managed to ship luxury shoes to many parts of the world and generated revenue that has kept the brand running smoothly.
Why are most of your marketing campaigns focused on Europe and the Middle East?
A lot of companies and brand facilitators really appreciate talent in these markets, so yes, we are deliberately focusing there. The fashion industries in Europe and Middle East are very keen to see new products. Smart designers take advantage and use that as a good path to success overseas which triggers success back home.
How has the brand being received locally?
Brand appreciation in Nigeria has been wonderful. Some people love good craftsmanship here. And with little or no marketing, we have been able to grab a fair market share.
What strategies have you used to brand and market within Africa?
We have a big model waiting for good investors to buy in. We won’t let the cat out of the bag now. But once the investors come on board. It would spread like wildfire. A strong campaign that anyone who wants to copy would key into. But for now we only take on social media campaigns which is a growing trend in Africa. It has also done us well.
What challenges have you faced locally since starting Maducho Luchi?
Starting a brand in Nigeria is hard. We need more support but get less. The system doesn’t encourage good export trends. We don’t have a good market structure to engineer products so as to generate more jobs locally. You don’t get investors at the right time. And many others challenges.
How has Maducho Luchi managed to maneuver such challenges so far?
We have always set a goal and a target. The team has many technocrats, and most of us have schooled and worked in Nigeria and overseas - this has worked to our advantage. We leverage on this combined experience and education to overcome the challenges. We have firm goals - to produce and deliver an excellent product that will make our local and international customers happy.
Is the market for luxury shoes sustainable in Africa?
There is supporting data on the increasing demand for luxury products in Africa, and many international brands have already moved in to exploit the opportunities in countries like South Africa, Kenya, Angola, Ghana and Nigeria. So, there is definitely a big market for the shoes - we have done so well with very little marketing push. This is a profitable venture, and we really encourage investors to come on board.
What advice would you offer potential startups in Africa?
A lot of fashion brands have come up in Africa and are now successful. In this line of business, it is possible to create a sustainable brand and profits. But one must have a firm plan, great passion and drive, and be ready to build a strong team because, as we say here, two brains are better than one. Find reliable and talented people who believe in your dream and you can make a fortune together.
This article is re-published with permission from Frontier's content partner, Ventures Africa.
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