Its geography
Made up of 54 countries, Africa covers 30 million km²: its surface area combines that of the USA, China, India, Japan and Western Europe.
Source: Kai Krause, The True Size of Africa
The luxury market in Africa
A vast, young and fast-growing continent where luxury brands are still rare.
A great continent, a market to reveal
Its people
A young population — 200 million people aged 15 to 24 — and a middle class estimated at 300 million according to the “Rebranding Africa” forum.
Source: Rebranding Africa forum
Its economic activity
From mining to telecoms, economic activity is booming: six of the ten fastest-growing markets are in Africa.
Its opportunities
According to McKinsey, opportunities could represent close to $830 billion of growth in infrastructure, agriculture and consumer goods.
Source: McKinsey Global Institute, Lions on the move
Companies that succeed
According to Jonathan Berman (Success in Africa), 150 companies generate annual revenues of one billion dollars and 500 exceed 100 million.
The continent is immense: Kai Krause's famous map shows it can hold the United States, China, India, Japan and much of Europe. It is also the youngest continent in the world.
Africa in the headlines
Reports, studies and features by informed observers: McKinsey, Deloitte, The Economist, TIME, Courrier international, GEO, Le Point…
“You cannot ignore markets that have nothing: these are markets that buy everything.” Jonathan Berman — Success in Africa
In several sectors such as luxury and high-end products, the needs of African markets are not covered. These unmet needs are real opportunities. Unfortunately, they are little known due to a lack of information, poor knowledge of the field and an absence of reliable figures.
Growing internationally is risky: a set of possible outcomes, each with a known probability. Growing in Africa is uncertain: a set of unknown outcomes, each with an unknown probability.
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premium & luxury brands
According to our studies, only a handful of luxury or premium brands are distributed on the continent, concentrated in a few countries. Indicative breakdown by country:
Are you a luxury or premium brand?
You market high-end or innovative products and plan to sell them in Africa, but the lack of information makes you hesitate? We support your prospecting and test your products in real conditions in your target markets by organising Pop Up Stores.
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