The demand for luxury goods from Britain and America across Africa is rapidly increasing with around 20 billionaires and 140,000 millionaires operating across the continent. According to a report by KPMG, the number of African millionaires is set to rise by 53% to 257,519 by 2024, setting the tone for big business in Africa. This increase indicates a pronounced shift in lifestyle trends.
Despite the demand, incredibly, there are still no direct shipping services from luxury brands to African countries, other than to South Africa. For instance, you can’t order online from Harrods and have it delivered to Lagos.
Also, brands generally refuse to open accounts for high net worth individuals based in Africa due to fears of credit card fraud or cyber crime. “There are still major trust issues at play, which Lux Afrique Boutique alleviates,” says Amosu.
Lux Afrique Boutique is currently integrating a crypocurrency payment system, which will be a first for an ecommerce site in Africa.
The idea that Africa is still a 'poor' or entirely developing continent is a complete misconception.
In the entire continent, there are only two Louis Vuitton stores - in South Africa and Morocco.
“There’s a thirst for luxury boutique services across Africa that’s still going relatively untapped,” says Amosu. “There are thousands and thousands of African high net individuals who are keen to seek out the best VIP services and products their money can buy.”
“That, ultimately, is the gap that Lux Afrique is bridging. It’s the African equivalent to ecommerce giants like Net-a-porter and Farfetch”.
Amosu received his entrepreneurial start receiving a grant from The Prince's Trust. He is famous for having produced the world's most expensive suit, for which he holds a Guinness World Record. In 2014, Amosu created a £250,000 diamond encrusted mobile phone.
He is now tapping into the African thirst for VIP concierge and boutique services with Lux Afrique Boutique.
Amosu launched Lux Afrique in 2016 to appeal to high net worth individuals in Africa. In the past five years, he has launched multiple offshoots, including agency services for influencers and sportspeople.
Lux Afrique Boutique is the latest part of that family. “It is common sense for all shopping experiences to move online during the age of COVID-19,” says Amosu. “Why shouldn’t this apply to Africa’s demand for the luxury sector?”
“Lux Afrique Boutique is an entirely online experience. VIPs who would normally be able to browse fashion, jewellery, art and grooming products in a physical location will now have access to our online showroom,” he says.
“We’ve launched with the support of some of the most highly-sought brands across the planet,” says Amosu. “We’re proud to be working with the likes of Bang and Olufsen, Fabergé, Clive Christian, Stephen Webster and David Morris to name a few. Customers can also request items from Harrods, Louis Vuitton, Patek Phillip, Hermès, Goyard and have them delivered right to their door in Africa”.
“Our aim is to become the singular, premiere destination for luxury shopping demands across the continent. We’re delivering to 54 countries, helping us to keep boutique shopping safe for all our high-profile customers.”
Amosu intends for Lux Afrique Boutique to stand apart from other services on the continent not only for its brand appeal and ease of access, but also raising money for charitable causes.
“From the very start, our aim was to give back to entrepreneurs and sustainable projects across Africa,” says Amosu. “As an entrepreneur myself, I understand the struggle that many, many people face in making waves when building up their brands for the first time.” “This is why I feel it’s important to give back to communities and projects over the coming years”.
“Not only that, but we will be showcasing and supporting unique luxury brands and lines from across Africa, too,” says Amosu. “While our customers will have access to a raft of world-renowned labels, we feel it’s critical to share the most lucrative African art, fashion, jewellery and more.”
With Lux Afrique already having found widespread support for its lucrative concierge and events services, it's boutique launch is another crucial step in a building journey for Amosu and his team. With the Lux Afrique brand celebrating its fifth anniversary in 2021, there may not be a more fitting time, or moment, for the company to branch out even further.
“The global crisis has changed lives in many different ways,” says Amosu. “Lux Afrique is a brand that stands for not only sharing wonderful labels and lines with VIP customers, but also for giving back to our local economies.”
"We're excited to see where 2021 takes us and to bring more exciting lines to our store in the months to come," he says.