Features

Ben Leo, CEO Fraym Consumer-focused companies in Africa typically limit their focus to a handful of national capitals or major cities. This approach is understandable, given that these urban centers are dynamic economic and population hubs. Outside of these first-tier cities, actionable information becomes scarcer – and yet there are significant opportunities, particularly for companies looking to claim first-mover advantage for their specific product or service. Rural markets should never be overlooked for this reason, but there is another critical opportunity: the fast-growing consumer potential of Africa’s secondary cities. What defines a secondary city varies by study but a good ballpark description is a city with a population that is 10 to 50% of the nation’s biggest city – often

The journey of ÖVERALLT started with IKEA wanting to learn more about the contemporary African design scene and the creative explosion that can be seen in several cities around Africa Two years ago IKEA (IKEA.com) teamed up with a group of designers, architects, artists and creatives from five African countries to collaborate around modern urban rituals and the importance they play in the home. The result is the limited-edition collection ÖVERALLT, which will be launched on 27th February 2019 at the place where it all started – Design Indaba Festival in Cape Town. The journey of ÖVERALLT started with IKEA wanting to learn more about the contemporary African design scene and the creative explosion that can be seen in several cities around Africa. Ten designers, all connected to the Sout