AfroQuality Launches in Ghana, Rwanda, and Kenya to Build Distribution Rails for African Brands Across the Continent and Beyond

AfroQuality has announced the launch of its operations in Ghana, Rwanda, and Kenya, introducing a new kind of retail and distribution platform designed to help African brands scale across the continent and globally.

AfroQuality is building the distribution rails for African brands, a multi-country retail and logistics backbone that allows artisans, designers, and manufacturers to move from local visibility to continental and global scale.

The platform begins with fashion and lifestyle products at launch, as part of its product–market fit assessment, and will extend these rails to support premium categories including design, homeware, wellness, and other consumer segments.

Africa’s consumer spending is projected to exceed US$2.1 trillion by 2030 (McKinsey/World Bank), with discretionary categories such as fashion, beauty, and lifestyle representing over US$150–200 billion of that market. Today, fragmented distribution and weak intra-African trade infrastructure prevent most African brands from accessing even a fraction of this opportunity. AfroQuality’s mission is to close that gap.

By combining physical concept stores in Accra, Kigali, and Nairobi with a technology backbone for product verification, logistics, and cross-border trade, AfroQuality is laying the infrastructure African brands need to grow. The company’s ambition is to build a footprint in at least 15 African cities and 5 global diaspora hubs by 2030. If successful, AfroQuality will be positioned to unlock and enable a market worth hundreds of billions of dollars in intra-African and diaspora demand, positioning African brands to compete regionally and globally.

“This is more than retail. It’s infrastructure,” said Saint Hilary Doe-Tamakloe, Founder and Director of AfroQuality. “We are building the rails that will allow African brands to scale. Every product we place on those rails represents jobs, dignity, and the potential of African trade. By 2030, our goal is to connect makers in multiple countries to customers in at least 15 African cities and 5 global cities.”

“By launching in Nairobi, East Africa’s leading commercial hub, AfroQuality is anchoring its distribution rails in one of the continent’s fastest-growing consumer markets.”

AfroQuality and AfCFTA: Building the Rails for Trade

The African Continental Free Trade Area (AfCFTA) was established to unlock Africa’s trade potential and ensure African products move seamlessly across borders. Platforms like AfroQuality are vital to making this vision a reality. By creating the distribution rails for African brands, AfroQuality contributes directly to continental integration and the growth of intra-African trade.

“By creating the distribution rails for African brands, AfroQuality strengthens AfCFTA’s vision of seamless trade and fuels the growth of intra-African commerce.”

 AfroQuality’s launch is supported by a two-minute campaign film and a series of 15–20 second infomercials, highlighting the opportunity of African brands scaling across borders and the direct impact every purchase can create. The campaign will run on TV, radio, and digital channels beginning October 1.

Visit AfroQuality stores in Accra, Kigali, and Nairobi and discover Africa’s finest. Buy African, Build Africa.

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