Africa’s SME space is rapidly expanding, with over 50 million Micro, Small and Medium Enterprises (MSMEs) contributing 58 percent of employment and 33 percent of GDP, according to data from the The African Development Bank (AfDB). This is encouraging young and aspiring entrepreneurs to participate in the continent’s fledging economic growth. One of such entrepreneurial ventures is Maducho Luchi, a Nigerian brand that produces African fashion products with global appeal.
In a chat with Ventures Africa, Graham Chike, Sales and Business Development Management Director at Maducho Luchi enumerated the challenges faced by start-ups. Despite starting up in the UK where startups are believed to have an easier route to sustainable success, Maducho Luchi decided to the roughed African landscape. Chike narrates the exhausting but rewarding journey in starting one of Africa’s contemporary shoe lines.
VA: Tell us about Maducholuchi
Chike: 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 male 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 the sub-Saharan African are appreciated overseas. Thereby creating growth in several sectors of the economy down here. These are our dreams and we have to put in our best to make sure our small quota is contributed into bringing African fashion industry to the limelight.
It all started in September 2012, when I met with my first creative director. Then there was no name to the brand to be honest. We just wanted people in the United Kingdom to feel shoes designed and made in Nigeria. They loved it, and in February 2013 when I returned home after my MSc degree, we started Maducho Luchi. Since then it has been many ups and downs. But we are over a year old now and have gathered some good level of acknowledgement by users and celebrities. We have also managed to ship luxury shoes to may parts of the globe and generated revenue that has kept the brand running smoothly.
VA: Why the name Maducholuchi?
Chike: Maducho Luchi came from a fusion of some African names. We had to think of something easy to pronounce, yet outstanding. You know modern marketing is different from what it was in ages past. So you have to think of how your brand name would sell now and also 50 years from now. All these and other internal factors began the brand name Maducho Luchi.
VA: Most of your marketing campaigns and sales push seem to be focused on Europe and the Middle East. Is this a deliberate attempt to hit those specific markets?
Chike: That’s a delicate question. But I would answer it honestly. It would also help upcoming designers in Nigeria and other parts of Africa. Yes it was a deliberate attempt. A lot of companies and brand facilitators really appreciate talent over there. They always love new products budding up. It makes everything interesting. Smart designers take advantage and use that as a good path to success overseas which triggers success back home. That’s just the little secret.
VA: How has the brand being received locally?
Chike: Brand appreciation in Nigeria has been wonderful. Some people love good craftsmanship down here. And with little or no marketing, we have been able to grab a fair market share.
VA: What strategies have been used to brand and market within Africa?
Chike: We have a big model waiting for good investors to buy into. 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.
VA: What challenges have you faced locally since starting Maducho Luchi?
Chike: Starting a brand in Nigeria is much harder. We need more support down here but get less. The system here 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.
VA: How has Maducholuchi managed to maneuver such challenges so far?
Chike: We have always set a goal and a target. I mean the team is filled with technocrats and most of us have schooled and worked in Nigeria and overseas. So we just leverage on all this experience and education to overcome these challenges. Sometimes we try our best not to listen to a lot of local advise. Because most times they discourage you so much and you just want to sit back and do nothing. Since we have goals, and most of them also has to do with satisfying clients and partners overseas, we always find a way to get through most of these challenges.
VA: Do you see a sustainable profit-seeking market for luxury shoes in Africa?
Chike: There is a big market for the shoes. So we really encourage investors to come on board. The numbers would alarm you. But we have done so well with the least marketing. And the demand keeps on rising. It’s a very profitable venture.
VA: What advice would you offer potential startups in Africa?
Chike: Yes. A lot of fashion brands have come up in Africa and have sat down comfortably. So for any young person to venture into this line of business and create a sustainable brand is very possible. In fact I really advise that most of our youths start doing it. Let’s digress a little. Our country needs more jobs now that it has ever needed. What we should encourage our youths to do is to start up businesses now. The culture of “job search” should be thrown away. You are doing the country more good as a start up than as a salary earner. The message should change.
Young people who want to venture into starting up businesses down here should have a great passion and drive. They should be ready to build a team. Individuality doesn’t help so much. There are always people who believe in your dream. Find them and make a fortune together.
