E-Commerce Platform for Local Fashion opens a Concept Store at the Leonardo
Sandton, Johannesburg. African Fashion International (AFI) is delighted to announce the opening of the House of Nala, an exclusive concept store on Tuesday 30 March 2021.
Located within the luxurious and serene setting of The Leonardo Apartments the tallest building in Africa in the richest square mile in Sandton.
The concept store is an extension of AFI eCommerce store, Designer Boutique launched in March 2020 (www.houseofnala.africa)
The eCommerce store which is a one stop shop stocking Pan African designers including Eric Raisina, Adele Dejak, Scalo, Gavin Rajah and KLûK CGDT and has seen significant growth in online traffic, from South African, African as well as international consumers.
Constantly looking at how to build our business model to benefit and add value to our designers as well as our customers is part of our mission to connect our vast network of creatives to markets that care about authentic African narratives.
AFI’s decision to open a physical store came out of research, extensive canvassing of designers and listening to their needs. AFI observed changing local and global trends, and considered retail spaces on offer and also took into account that customers still value the touch-and-feel experience of a physical store.
Hence the company’s decision to take an omni-channel approach to retailing (where all sales and interaction channels are considered as part of a homogenous whole). The new concept store will connect as an extension of the eCommerce offering a convenient click and collect service to customers.
AFI believes that the House of Nala concept store will enable the company to grow sales for local designers who wish to continue to build their brands and to contribute to their business sustainability. AFI is also committed to supporting and nurturing a circular economy in the business of fashion. And believes that by supporting local designers and providing them with a bespoke space to showcase their talent, the company can further its goals in this regard.
“The opening of the store is the logical next step in our vision at AFI. While we aim to support local designers, we also want to ensure a convenient, safe and luxurious shopping experience for our clients,” says Dr Precious Moloi Motsepe Founder & Chairperson of AFI. “We believe that the House of Nala concept store is an important extension to our eCommerce store and being located at The Leonardo combines just the right balance.”
House of Nala also promises a bustle-free shopping experience. Think convenience, but complete personalisation – we seek to ensure our customers get the best service in a luxurious setting. Offering styling guidance, and the touch and feel experience.
New designer collections by Bongiwe Walaza, Millie Collines, ARA Emporium and Michelle Ludek will be revealed in a fashion showcase at Tuesday’s official opening. These collections will be available at the concept store as well as online.
Sharing her thoughts on the new store, designer Bongiwe Walaza says: “Having Bongiwe Walaza Designs featured at the House of Nala will help broaden our reach as a brand. We will be able to reach new clients across the board that we haven’t been able to reach through our own marketing endeavours.”
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