Operating system for Africa’s informal and underserved apparel and beauty industry

Our Story

Africa has struggled to create retail fashion and beauty brands to produce the garments and beauty products to meet the demand in Africa. African consumers have consequently been forced to mainly import secondhand/low quality products or expensive products to meet their daily needs. These problems exists because the market is mainly informal, the supply chain is inefficient, and the market is largely underserved and unsegmented.

With over 90% of purchases done offline, it makes it impossible for brands to access the data and credit needed to scale and difficult for consumers to access credit to afford basic everyday products.

Also, African brands are disconnected from efficient supply chains which leads to expensive products for the consumers.

Lastly, the African fashion and beauty market is largely unregulated with little to no product standardization/quality control and product offerings are split mainly into expensive (“luxury” – as a result if inefficient supply chains) or cheap/low quality products (as a result of low product standardization/quality control) with almost nothing in-between.

These problems have created a gulf between African brands and consumers. ItaraShop recognizes the problems and is leveraging technology to bridge the gap. We believe the $45b African fashion and beauty market is ripe for disruption.

To bridge the gap and build the value chain, we empower African brands to scale with data, infrastructure, and embedded financial services and make it easy for consumers to shop affordable products from these brands.

Africa today has been presented a unique opportunity to build its supply chain to produce affordable products of global standards at scale for the African market through the African Continental Free Trade Area (AfCFTA). ItaraShop is leveraging the African Continental Free Trade Area (AfCFTA) accelerate production and distribution of apparel and beauty products on the continent.

We are building and empowering Africa’s next 1000 retail apparel and beauty brands. We are building an Africa where every African has easy access to affordable quality apparel and beauty products.

Sustainable development goals

We are a purpose-driven platform committed to the United Nations Sustainable Development Goals. ItaraShop focuses on SDG 3, 5, and 8 – 12 of good health and well-being, gender inequality, decent work and economic growth, Industry, Innovation and Infrastructure, Reduced Inequality, Sustainable cities and communities, and Responsible Consumption and Production.

Our Mission

Our mission is to make it easy for Africans to access high quality African fashion and beauty brands and empower Africans build fashion and beauty brands fit for global markets for Africans.

Our Vision

We envision a world where African fashion and beauty brands manufacture products on the continent and create economic opportunities in Africa's fashion and beauty value chain.

Principles of Operations

Exceptional customer
service & experience

We are obsessively customer-driven. The customer comes first, and we genuinely believe this. Every day we ask, "Are we helping our customers live happy and achieve more?"

Partnerships and collaborations

We believe in co-creation with our partners to unlock new possibilities to make and deliver high-quality products for the consumers.

Inclusive growth

We do what we do to create a better world where we all thrive. We provide our consumers access to the products to enable them to thrive, and we increase economic opportunities for our partners, leading to inclusive, sustainable, and equitable growth for all.


We believe our environment must be protected and conserved. Through our platform, we drive sustainable production and consumption. We educate our partners and consumers on the importance of sustainable production and consumption.


Design is the core of product development. Hence, we inspire our partners to create distinctly simple and functional products for our consumers.


To provide the best products and services, Innovation is the heart of what we do. We ask ourselves every day, "How can we create new services and offerings to improve the lives of our consumers?"


We believe in the power of storytelling to captivate our audience. We provide a medium for our consumers and partners to tell their stories to inspire everyone to live happy and achieve more.


Community building is integral to our business. We build and foster communities around our offerings to educate our consumers and strengthen trust and adoption around these offerings.

Our Approach

We take a holistic approach towards the African fashion and beauty value chain, building and scaling African brands, and how consumers access African fashion and beauty brands. We are leveraging technology and embedded financial services to achieve our goals. We are digitizing, standardizing, and aggregating the African fashion and beauty value chain to increase economic opportunities for African brands while making it easy for consumers to access affordable quality fashion and beauty products.

We employ a three-pronged approach – data aggregation, infrastructure building and financial services delivery, and supply chain optimization - to build the value chain from the ground up. We are aggregating data from the consumers via the app, leveraging the data to provide financial services and build the infrastructure needed to support the industry, and optimizing the supply chain for African brands.

All products we accept are stored in our warehouse and available for shipping based on the delivery preference chosen by the customer.

Our Curiosity drives us

Our innate Curiosity leads us to ask this critical question

How can we ensure Africans easily access high-quality fashion and beauty products from African brands and how can we empower African brands to scale?

We are building an end-to-end platform leveraging data to learn from the consumers and the market and making data-driven decisions creating efficiencies across the value chain. We partner with ambitious brands, the government, institutions, consumers, and relevant stakeholders to learn from them and we then formulate innovative solutions to build the value chain.

We believe Innovation will lead to Shared Prosperity

In collaboration with our partners, we are formulating and designing innovative models to advance the ecosystem – from material sourcing, through design, to production, to logistics and warehousing, and consumer experience. We are on a journey motivated by our passion for accelerated development in Africa and the local communities.

Become a Partner
We think Glocal from day one

We believe globalization and localization can co-exist and be a force for good for all. Through technology and innovative business models, we seamlessly integrate our partners into local, regional, and global trade and value chains and make products easily accessible to the consumer irrespective of where they were produced or where they live. We are deeply committed to integrating African fashion and beauty brands into regional and global trade & value chains. We believe everyone can and should benefit from local and international trade.

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Proudly developed in Nigeria.

Our App is proudly developed in Lagos, Benin City, and Benue state.