Kadiri Adejoke Haminat started her company fairy Closette, a fast-fashion online retailer in 2013. Her background in e-commerce, fashion came in handy with the launch of her online clothing store, which caters to women and2n of all age in Nigeria, West Africa and Africa as whole, and additional emerging markets.
In a long Interview with NUBUNK BOSS OF UNDER 40 she was able to tell us the up and down of Fairy Closette
OUR ONLINE PLATFORM
We started faily Closette to connect young millennial consumers in Africa to the global fashion e-commerce economy. I noticed there was no fully developed online fast-fashion retailer operating in the region.
Consumers were ordering goods from overseas retailers and having to wait weeks for deliveries. At Fairy Closette, we strongly believe young people in Nigeria should have the same access to the frictionless e-commerce experience offered in other developed markets. That includes access to high-quality fashion at affordable prices with fast delivery, payments in local African currencies, excellent customer service with smooth end-to-end user experience.
We launched in 2013, Our core customers are millennials circle in all age. The African fashion industry is growing. Nigerians alone imported more than $4bn worth of fashion into the country. I am particularly excited about how the manufacturing industry is developing on the continent.
JOURNEY SO FAR
The journey so far had been an exciting journey and we’ve learned a lot as a young company and a young team too. As we’re a startup, we don’t have any legacy issues so we’re able to be nimble and change quickly depending on our customers’ feedback. Humility in e-commerce is very important and operating in a fast-moving economy like Nigeria has given us the ability to introduce and test new features and products quickly and adapt as the market tells us to.
With Africa going through digitization and with increased internet connectivity it creates opportunities for online retailers to scale quickly across the continent.
As a company, one of our Biggest accomplishments thus far is solving our logistics infrastructure and our cross border value chain across the continent. We strive to delight our customers at all stages of their consumer journey especially within the increasingly growing demand economy in Nigeria.
We look at our company as a pan-African company so when we first started, one of the challenges we wanted to solve was providing our customers with fast delivery regardless of their geographical location on the continent.
The lack of infrastructure and complex regulation when it came to cross-border trade was one of our biggest challenges when it came to logistics. We now have a unique logistics infrastructure which allows us to move goods cross-border between neighboring state. This enables us to ship quickly to our customers. We also partner with other shipping companies with domain expertise in logistics who allow us to reach customers in rural parts of nigeria too.
HOW IS YOUR BUSINESS IMPROVING LIVES
When we think of improving the digital economy, we think about the customer first. In the digital economy in Africa, the customer is rightfully becoming more demanding and their purchasing power is increasing so as a Business to Consumer (B2C) business we’re continuously asking internally how do we delight our customers and improve their experience online, how can we anticipate their purchasing needs and make their online experience frictionless.
We use and rely heavily on data collected through our social media to make smarter decisions as a company for our customers and thus improve the overall online experience. Digitization for us is cross-functional across all areas of the business so we link payments, data, logistics, marketing and product to provide our customers with a seamless online experience.
WHAT ARE TOP BUSINESS TIPS FOR YOUNG ENTREPRENEURS
Anuna: I am a strong believer in having true domain expertise and becoming a subject matter expert in your chosen field. So I would encourage female entrepreneurs to invest in themselves in education and knowledge of whatever it is they choose to specialize in.
That’s something that can never be taken away. I think it’s also important to not be afraid to move out of your comfort zone and diversify your understanding of the issues that matter to your business on a local and global level. Travel, work fast and start building your network from a young age.