AfroQuality, a new pan-African retail and distribution platform, has officially launched operations in Ghana, Rwanda, and Kenya, with a mission to help African brands scale across the continent and globally.
The platform, unveiled on October 1, 2025, under the campaign tagline “Buy African, Build Africa,” combines physical concept stores in Accra, Kigali, and Nairobi with a technology-driven backbone that supports product verification, logistics, and cross-border trade.
At launch, AfroQuality is focusing on fashion and lifestyle products as part of its product–market fit assessment, with plans to expand into premium categories such as design, homeware, wellness, and other consumer segments.
Founder and Director of AfroQuality, Saint Hilary Doe-Tamakloe, described the platform as more than just retail.
“This is more than retail. It’s infrastructure. 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,” he said.
According to McKinsey and World Bank data, Africa’s consumer spending is projected to exceed $2.1 trillion by 2030, with fashion, beauty, and lifestyle categories accounting for up to US$200 billion. However, fragmented distribution networks and weak intra-African trade infrastructure have limited access for many African brands. AfroQuality’s model aims to close this gap.
The company also positions itself as a critical enabler of the African Continental Free Trade Area (AfCFTA), which seeks to unlock Africa’s trade potential. By establishing what it calls the “distribution rails” for African products, AfroQuality aims to make seamless intra-African commerce a reality.
To mark its launch, AfroQuality has rolled out a campaign featuring a two-minute film and short infomercials showcasing African brands and their impact. The campaign is running across TV, radio, and digital platforms in all three countries.
With Accra as one of its first three launch cities, AfroQuality says Ghana is well-placed to serve as a gateway for scaling African-made products across West Africa and beyond.