CFAO Launches Brands For Africa’s Middle Class

CFAO, a France-based company that specialises in the distribution of industrial products has launched its club of brands, a network of international brands wishing to support the rise of the African middle class.

The new-generation international brands include La Grande Récré (Ludendo Group), L’Occitane en Provence, Cache Cache and Bonobo (Beaumanoir Group) and Kaporal.

CFAO said yesterday it was set to operate sales outlets of these new partners under exclusive agreements (franchises, brand and distribution concessions, and distribution agreements).

According to the company, sales outlets will be opened in Ghana, Cameroon, Congo, Cote d’Ivoire, the Democratic Republic of Congo, Gabon, Nigeria and Senegal where CFAO already has its shopping centres.

“CFAO acts as a catalyst for the development of international brands in Africa and as a springboard for brands that view the continent as a real growth lever. With our experience and our approach to consumption in Africa, we give them access to a high-growth market,” explains Xavier Desjobert, Chief Executive Officer of CFAO Retail.

The African middle class is expanding rapidly on the back of strong economic growth. According to the International Monetary Fund, seven of the 10 countries that will experience the strongest growth between 2011 and 2015 are in Africa.

In sectors related to services and consumption, revenue on the continent is expected to increase by between 4 per cent and 5 per cent per year by 2020, while the number of households bringing home annual revenue of more than USD 5,000 is likely to rise to 130 million compared with 85 million today.


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